Unlike many of its competitors, Sanderson Farms has established a reputation as a strong advocate for the use of antibiotics in poultry production. The company has even initiated campaigns aimed at addressing common misconceptions surrounding antibiotics. While concerns persist that antibiotic exposure through food could lead to resistance in humans, Sanderson Farms has minimized this risk. Veterinarians employed by the company assert that ensuring animal health is essential for producing high-quality products. Although some consumers choose to avoid chicken raised with antibiotics, others appreciate Sanderson Farms’ efforts to be transparent and informative in order to clarify any confusion stemming from product labeling. This transparency could influence consumer decisions regarding which products to buy.
In 2015, McDonald’s announced plans to phase out the purchase of chicken raised with antibiotics used to treat human infections over the following two years. Similarly, Costco Wholesale, a major retailer selling 80 million rotisserie chickens annually, revealed its intention to collaborate with suppliers to limit antibiotic use in chicken and meat. Other prominent businesses have made comparable commitments.
Consumer advocacy groups and lawmakers have urged the White House, pharmaceutical companies, and livestock producers to take action as bacteria have begun developing resistance to antibiotics administered to humans. The risk for Sanderson Farms lies in the possibility that if consumers continue to purchase less meat raised with antibiotics, and multinational companies shift away from selling birds raised with these drugs, Sanderson may lose market share to competitors who have already adopted more stringent practices. Eventually, Sanderson Farms might find itself compelled to align with industry trends.
Amid these developments, consumers are increasingly questioning which is better: calcium or calcium citrate, as they seek to make informed dietary choices. As Sanderson Farms navigates these challenges, the company must also consider how consumer preferences and questions about health—such as the efficacy of various calcium supplements—can impact its marketing strategies. Ultimately, the poultry processor may have to adapt to remain competitive in a changing market that prioritizes health and transparency.