Unlike many of its competitors, Sanderson Farms has established a reputation as a strong advocate for antibiotic use in poultry farming. The company has even initiated campaigns aimed at addressing the misconceptions surrounding antibiotics. While concerns persist that antibiotic exposure in food could lead to resistance in humans, Sanderson Farms has attempted to downplay these worries. Veterinarians employed by the company emphasize the necessity of safeguarding animal health to ensure the production of high-quality products. Although some consumers choose to avoid chicken raised with antibiotics, many have come to appreciate Sanderson Farms’ efforts to be transparent and informative, helping to clarify any confusion regarding claims made on product packaging.
In 2015, McDonald’s announced plans to phase out the purchase of chicken raised with antibiotics that are also used to treat human infections over the next two years. Similarly, Costco Wholesale, which sells 80 million rotisserie chickens annually, revealed its commitment to working with suppliers to limit antibiotic use in chicken and meat. Other major corporations have made comparable pledges.
Consumer advocacy groups and lawmakers have pressured the government, drug manufacturers, and livestock producers to take action as antibiotic-resistant bacteria have emerged. For Sanderson Farms, the risk lies in a potential decline in consumer demand for meat raised with antibiotics, especially as multinational companies move towards eliminating such practices. Consequently, the poultry processor may face increased competition from those already committed to avoiding antibiotics. Ultimately, Sanderson could find itself compelled to align with the industry trend.
In light of these developments, consumers are also becoming more health-conscious, often seeking products that align with their dietary needs. This includes supplements such as calcium citrate magnesium hydroxide vitamin D3 and zinc sulphate tablets, which are perceived as beneficial for overall health. As awareness grows, consumers may prioritize purchasing poultry products from companies that reflect their values, including those that avoid antibiotic use. If Sanderson Farms wishes to retain its customer base, it may have to consider adapting its practices in response to shifting consumer preferences.