We face a rapidly growing demand for animal protein around the world over the coming years due to the combination of population growth and greater spending power, the VIV Europe 2014 opening ceremony on 20 May was reminded by Dr Aalt Dijkhuizen, president of the Dutch topsector Agri & Food.

According to Anastasia Alieva, global head of fresh food research at Euromonitor International, even the next five years will see a dynamic increase in market potential for both poultry meat and pork as they consolidate their benefits of affordability and health.

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Of course, there will also be challenges. Ms Alieva mentioned the drift in meat purchases from fresh to processed products that is seen in developed markets, along with the need to develop fresh cuts of meat that will appeal to the increasing number of single-person and small households which prefer to buy smaller portions that are convenient and easy to cook.

Ruud Tijssens, president of European feed manufacturers federation FEFAC, added that animal protein production in Europe should continue to building on its “core competency” of knowing how to farm intensively within densely populated areas. The problem can also be that people from towns and cities become the farmer’s neighbour by moving to the country, he commented, but then they object to some aspects of living next to a farm.