If you’re a new reader, chick culling is the process of killing newly hatched male chicks. Since male chicks don’t lay eggs and are not typically bred for meat, they are deemed commercially unviable. As a result, billions of these chicks are culled each year through various methods, such as gassing or maceration.
While chick culling remains relatively obscure, what are the factors contributing to its low public awareness? And what actionable steps can be taken to improve consumer understanding and promote more humane practices within the industry? We addressed this (and more) right below.
Why is awareness so low?
We believe there are several reasons why chick culling remains largely out of public sight. Here are some of them:
1. Communication Gap: It might sound like a no-brainer, but there is often a communication gap when discussing the practice of chick culling. Since these activities occur away from the public visible aspects of egg production and from the markets where we buy eggs, consumers often remain unaware of them.
On this matter, the Farm Animal Welfare Committee report highlights the importance of communication in farm animal welfare as well as throughout the food chain and discusses the gap between knowledge generation and application. Specifically, FAWC argues that maintaining and improving farm animal welfare depends on two factors: the promotion and dissemination of new and existing knowledge to alter behaviour; and the effective deployment and sharing of information, practical experience and knowledge.
2. Consumer Disconnection: Many people are disconnected from the realities of food production. The journey from farm to table is often opaque, with many consumers unaware of the processes involved in producing everyday items like eggs.
For instance, in a recent survey consisting of more than 1,000 Americans, Innovate Animal Ag found an overall unawareness of the practice of culling male chicks. Only 11% of consumers were aware of this practice. Once they learned about the issue, however, 73% of respondents said they agreed the egg industry should find an alternative to killing male chicks.
3. Marketing & Labeling: The marketing on eggs often focuses on happy, healthy hens and the nutritional benefits of eggs, rather than the less pleasant aspects of production. Advertisements typically depict serene farm scenes with free-roaming chickens, creating a positive image that appeals to consumers. This selective messaging might contribute to a lack of awareness.
According to a recent study, well-communicated animal welfare labels play a crucial role in ensuring that consumers walk their talk and translate ethical attitudes into actual buying behaviour.
4. Media Coverage: A systematic review of consumers’ attitudes towards animal suffering discusses how mass media coverage on animal suffering, including chick culling, is often limited and fails to reach a broad audience.
Big media outlets rarely cover this specific topic and campaigns might focus more on issues like factory farming or animal testing, giving chick culling a lower priority. This lack of coverage means fewer opportunities for the public to learn about the practice.
5. Psychological Factors: Learning about millions of chicks being brutally killed can be uncomfortable and evoke strong emotive reactions, so some consumers might avoid information that could cause guilt or distress.
On the contrary, practices like chick culling have long been a standard procedure within the industry and have been normalised with time, making them seem less newsworthy or shocking to those who are aware.
How can we raise awareness?
Raising awareness about chick culling is crucial to sparking change. Here are some of the strategies we consider most effective:
- Educational Campaigns: Launching educational campaigns that inform consumers about chick culling can make a significant impact. Social media, documentaries, and public talks can all serve as powerful tools to spread the message.
For instance, organizations like Compassion in World Farming have successfully used social media platforms to run awareness campaigns that include eye-catching graphics and informative videos about the realities of chick culling. Public talks and panel discussions organised by animal welfare groups, such as those by The Humane Society, can also help to educate and engage communities. These campaigns not only raise awareness but also encourage consumers to support more humane practices and make informed choices.
- Transparent Labeling: Advocating for more transparency in food labelling can help. Labels that inform consumers about humane practices or the lack thereof can guide more ethical purchasing decisions.
- Support Alternatives: Highlighting and supporting alternative practices, such as the use of in-ovo sexing technology can reduce the need for culling.
- Policy Advocacy: Pushing for policy and legislative changes is another critical step. These changes can drive political reforms, such as in the case of Italy, where chick culling was banned by the Italian Chamber following two years of intense campaigning by Animal Equality.
What can consumers do?
As a consumer, here are some steps you can take:
- Educate yourself: Take the time to learn about where your food comes from and the processes involved in its production. Understanding the realities of the egg industry, including practices like chick culling, is the first step towards making informed decisions. Similarly, reading and following reputable sources can provide insights into animal welfare issues. Knowledge is a powerful tool in driving change.
- Choose intentionally: Look for egg producers that employ humane practices. Some producers are committed to using methods that avoid chick culling, such as in-ovo sexing technology or raising dual-purpose breeds. Check labels and consider purchasing eggs from farms that explicitly state they do not cull male chicks.
- Spread the word: Share information about chick culling with your circle and have open and respectful conversations with others about the importance of animal welfare. It all starts from the smallest steps.
The bottom line
Awareness of animal agricultural practices remains generally low due to a combination of factors. Among these practices, chick culling is still a significant issue in the realm of animal welfare that requires careful attention.
By understanding why awareness is low and taking steps to inform and educate on possible alternatives, we can drive change and promote more humane practices within the egg landscape. Let’s keep the conversation open.