The new supply chain scheme has been developed to provide security and confidence for Asda's broiler and turkey farmers to allow them to grow their businesses and in-turn ensure a sustainable British source of poultry products for Asda stores, explained Asda agriculture manager Pearce Hughes.

"PoultryLink farmers will be able to access industry leading seven crop contracts allowing them to plan for the future with confidence and maximise their profitability in the long-term.

"As we have in other sectors, such as the beef, pork and lamb industries, we want to develop long-term partnerships with our farmers to ensure a continued secure supply of poultry products from top level poultry producers."

The new PoultryLink scheme will see coordination of resources across the supply chain to help identify and overcome issues facing the poultry sector, including encouraging young people in to the industry and maximising bird welfare, said Mr Hughes.

"We have already started work, in partnership with Faccenda, to establish a scheme to encourage young stock people into the industry. The aim is to ensure we have sufficient numbers of top quality, highly trained stock people to take the industry forward and ensure the highest welfare standards.

"Other areas where we hope to able to develop improvements in the supply chain include; group buying, renewable energy, help with favourable finance rates and improving welfare and minimising disease."

Asda and Faccenda will also encourage farmers to gain a greater understanding of the poultry supply chain, with 'Walk the Chain' events following poultry from farm through to the supermarket shelf and giving farmers access to scholarships to undertake study tours to identify the latest technology and systems in operation across the globe, added Mr Hughes.

"We intend to help our poultry farmers become the very best in the UK and indeed the world through the adoption of new technologies and through a partnership approach to problem solving.

"Faccenda has a long history of innovation in the UK poultry industry and we are delighted to be working with them on the PoultryLink initiative to once again deliver value back down the supply chain to UK farmers," he said.