Policymakers worldwide — from Brussels to Brasília — have long heralded poultry as the ideal “transition meat”: a practical, lower-emission alternative to beef that is scalable and affordable across markets. Viewed as a leaner, lower-fat choice than pork or beef, chicken is often seen as the “least bad” protein when it comes to climate and sustainability concerns.
However, that narrative is facing new challenges as a severe wave of highly pathogenic avian influenza (HPAI), commonly known as bird flu, spreads rapidly across continents. The virus has led to the deaths of hundreds of millions of birds, jumped into some mammal populations, and triggered strict lockdowns in affected areas. Now, with growing fears of human transmission, the poultry industry’s role in the global food system is coming under intense scrutiny.
In the United States, over 90 million birds were culled in the past year alone. In Europe, Poland saw the highest impact, with more than 11.5 million birds slaughtered in the opening months of 2025 in a desperate effort to contain outbreaks.
Beneath these staggering figures lies a troubling reality: the modern poultry industry is built for speed and efficiency, often at the expense of ethical practices, public health safety, and long-term resilience.
Brussels Cracks Down on Poultry Risks
At the heart of the EU’s response is a tightening of biosecurity protocols, particularly in Poland. The European Commission took decisive action in April, expanding disease protection zones and increasing oversight after Poland reported around 80 of the EU’s 200 bird flu outbreaks so far this year — making it the bloc’s epicenter for HPAI.
Poland’s initial handling of the crisis drew criticism from Brussels, which warned that inadequate biosecurity controls could jeopardize the EU’s internal market and potentially lead to widespread export bans.
Although Brussels eventually softened its toughest proposals in response to pressure from the Polish government, it made clear that leniency came with strings attached. The Commission required Polish authorities to submit a detailed action plan outlining how the country would contain the virus — a strategy Brussels has committed to monitor closely.
As the poultry industry’s vulnerabilities become increasingly apparent in the face of both animal and human health threats, the long-touted vision of chicken as a sustainable solution is being put to the test.
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