By Kerry Maxwell, communications manager, British Poultry Council
I find that the beginning of a new year always brings a sense of clarity – a chance to take stock, reflect on challenges, and think about what’s next. Writing From ‘Bouncing Back’ to ‘Building Forward’ was the opportunity to do just that. Our new report invites us to rethink what ‘resilience’ means, reflecting on how it has shaped our work so far and what it might mean moving forward.
From ‘Bouncing Back’ to ‘Building Forward’ signals a fundamental shift in British poultry, whereby ‘resilience’ goes beyond weathering the storm to become the driving force behind leadership, stability and trust. When we frame ‘resilience’ in this way, the focus shifts. It moves us from thinking about how ambition translates to action, to how our actions make a meaningful contribution. That purposeful and forward-thinking perspective underscores British poultry’s approach to 2025.
Our four cornerstones of contribution don’t just help us prepare for what lies ahead; they allow us to shape it. When we lean into these principles – Reimagine Risk, A Renewed Social Contract, Purposeful Investment and Empowerment for Action – we see British poultry meat as leading the way, setting an example for ‘resilience’ that inspires transformation across other areas too.
With a new Government in place, 2025 is our opportunity to align our vision with national priorities. Whether it’s addressing the skills gap, exploring opportunities for investment, or securing UK’s food supply, our sector has a critical role to play. British poultry delivers long term value: it ensures food security, supports economic stability, and tackles the inequalities that define a changing climate.
If there’s anything the past few years have taught us, it’s that our strengths lie in our ability to adapt and innovate. From ‘Bouncing Back’ to ‘Building Forward’ shows us that taking small but purposeful steps can help us move from simply responding to challenges toward creating lasting, meaningful contribution. It is no longer enough to simply recover from challenges: British poultry’s focus for 2025 is how we use those challenges as the springboard to create something better.