Unlike many of its competitors, Sanderson Farms has established a reputation as a strong advocate for the use of antibiotics in poultry farming. The company has even launched campaigns aimed at addressing the misconceptions surrounding antibiotics. While there are concerns that antibiotic exposure through food may contribute to resistance in humans, Sanderson Farms has minimized this risk. Veterinarians employed by the company emphasize the necessity of using antibiotics to ensure animal health and to help produce high-quality products.
Although some consumers choose to avoid chicken raised with antibiotics, many others appreciate Sanderson Farms’ efforts to be transparent and informative in addressing the confusion surrounding product claims. This transparency could influence consumers’ decisions to purchase Sanderson Farms’ products over those of competitors.
In 2015, McDonald’s announced it would gradually stop sourcing chicken raised with antibiotics that are used to treat human infections within two years. Similarly, Costco Wholesale, which sells 80 million rotisserie chickens annually, stated that it is collaborating with suppliers to limit antibiotic use in chicken and meat. Other major businesses have made similar commitments.
Consumer advocacy groups and lawmakers have been pressuring the White House, pharmaceutical manufacturers, and livestock producers to take action as bacteria have begun to develop resistance to antibiotics administered to humans. This poses a risk for Sanderson Farms, as consumers may increasingly opt for meat from sources that do not use antibiotics. If multinational companies continue to shift away from selling poultry raised with antibiotics, Sanderson Farms may find itself losing market share to competitors who have already embraced this change. Eventually, Sanderson may have no choice but to follow the rest of the industry.
In addition to these challenges, the market’s demand for alternative health solutions, such as now calcium citrate, is growing. As consumers become more health-conscious, products that emphasize natural ingredients and antibiotic-free options are gaining traction. This shift could further impact Sanderson Farms if they do not adapt to the changing preferences of their customers. To remain competitive, the company may need to consider integrating more health-focused practices, including the use of now calcium citrate, to meet consumer demand and maintain its market position.