The important issues and know-how related to the poultry health care and management could be effectively disseminated by the extension worker keeping in mind the following strategies:
Strategy # 1. Education and Training:
Community participation in disease control programmes is a key factor which is crucial for the development of sustainable and fruitful results. Farmer’s education and training using extension messages through the media, i.e., television, radio; newspapers, posters, leaflets, etc., should be part of rural poultry up-gradation programmes. Farmer’s participation should be encouraged in conferences, seminars, workshops, exhibitions, orientation programmes, etc., for inculcating good poultry rearing practices in them.
Poverty, ignorance and illiteracy among the rural backyard poultry rearers and those adopting poultry farming as a business or a source of earning are the main hurdles in delivering the extension services. By designing appropriate knowledge dissemination methods, the relevant information on poultry health could be transferred from “knowledge centres” to the farmers.
The poultry producers in rural areas should be given enough know-how regarding various aspects of poultry husbandry viz., poultry production and health care management; rearing and feeding practices, balanced feed formulations; knowledge of important diseases, their early detection, prevention and control measures (biosecurity, hygiene and disinfection, vaccination schedule and treatment practices); knowledge of major cross and desi breeds of poultry and their suitability to the agro-climatic conditions of the respective regions, etc., through organizing short-term training programmes with the help of information centres and research and development (R&D) organizations such as the Indian Veterinary Research Institute, Central Avian Research Institute, Izatnagar (UP), Poultry Breeding Farm, Hessarghata, Bangalore, Project Directorate on Poultry, Hyderabad, agricultural universities/veterinary colleges, poultry development schemes/corporations under the state animal husbandry departments, and private organizations. Through this attempt of imparting training, a profound knowledge on poultry farming would be passed on to the farmers via poultry management and health care experts so that the losses incurred due to unscientific rearing practices can be minimized.
Strategy # 2. Mass Popularization:
Information and Communication Technologies:
Use of electronic and print media (radio, television, newspapers, leaflets, manuals, books, internet, etc.) should be exploited appropriately to popularize and educate the rural masses about the good farm practices. Mass communication needs improvement by publishing more literature, popular articles, books, periodicals, journals, producing documentaries and launching websites on the advantages of poultry farming in creating self-employment and entrepreneurship development.
Advances in information and communication technologies (ICTs) should be utilized to educate the rural farmers in an efficient way and at a mass scale. Computer based information and a communication technology is seen as a giant leap forward in people’s ability to access the information they need, particularly where internet access is available.
This could include improving existing extension services through the use of IT tools, opening new communication channels by which updated information can reach farmers about advances in poultry farm practices and the services provided by the authorities. There is a tremendous scope of ICTs application in rural areas, which can reduce the globe into a village thus addressing the issue of marginalization, and promoting mass education regarding successful poultry farming.
It can help improve the economic status directly through e-commerce applications and indirectly through access to varied kind of poultry business information. Internet can empower people by inducing transparency and accountability in, the system and also building a smooth interface with the Government.
It is important to emphasize that the ICT solutions should be sensitive to the rural characteristics. The applications should be designed in such a way that it speaks the rural poor’s language, reflect their culture and above all should address their needs and requirements.
Strategy # 3. Databases:
Searchable databases with salient information for various diseases and their control, biosecurity principles, economic feed formulations and resources, poultry rearing and management with user-friendly interfaces, etc., are convenient ways in mass popularizing and promoting the poultry enterprise among the rural people.
User friendly softwares, citing the disease and control methods with graphics and animations, audio delivery of information and choice of language should be designed to minimize the labour involved in extension activities.
Establishment of poultry health and production information databases at district level will be a highly useful tool to the rural poultry producers of a particular region. For this purpose, reliable databases need to be established through regular disease surveillance programmes for the poultry disease occurrences (epidemiology) control of endemic, epidemic, emerging, re-emerging, and economically important and trans-boundary diseases through the systems analysis approach so as to impart confidence to the rural poultry farmers.
If possible, a disease forecasting system based on epidemiological/disease prevalence data may be evolved keeping in view the agro-climatic conditions and disease scenario in the area, which can help in planning efficient disease prevention and control strategies well in advance and thereby infusing in them enough confidence to adopt poultry farming. Data-bases can also be developed reflecting the economic returns of poultry business so that rural people can be encouraged for adopting poultry farming as a successful business enterprise.
Strategy # 4. Veterinary Health Services:
i. Disease Surveillance and Monitoring:
Poultry consultancy, disease diagnostic facilities and routine health coverage need to be strengthened and made available to the rural farmers. Complete veterinary cover should be provided to the poultry farmers. Testing of poultry flocks should be done regularly for the commonly occurring diseases like ND, IBD, MD, salmonellosis, mycoplasmosis, etc. using suitable diagnostic kits, at the farmer’s door steps.
Regular surveillance and monitoring of diseases in rural poultry flocks and routine health coverage could help achieve sustainability in rural poultry production with assured success. Scientific and technological advancements in the field of poultry disease diagnosis and control make feasible the early and confirmatory diagnosis of the disease causative agent and thus helps in timely planning and execution of suitable prevention and control strategies. These methodologies and facilities should be utilized widely for the beneficiaries, which will instill confidence in rural farmers to undertake poultry farming as a successful business.
ii. Vaccination Campaign:
Intensive vaccination programmes should be implemented for the prevention of economically important viral diseases and efforts need attention for the creation of disease free zones, for the eradication of deadly disease like Newcastle disease (ND) as has been achieved in the case of Rinderpest (RP) in animals. These practices may help the researchers and local veterinarians to control, contain and eradicate important diseases from the country, which may help the export of poultry products.
The researchers may try to develop thermostable live vaccines against infectious avian diseases which can be useful in controlling diseases in rural areas with adverse environment and lack of facilities to maintain cold chain. There is need to develop combined vaccine and pelleted feed based vaccine for ease of administration. Facilities should be generated for maintaining the cold-chain for vaccine storage in rural areas.
iii. Health Camps:
Interactive health camps should be organized in order to make the rural people aware of the importance of personal hygiene and prevention of avian diseases that are transmissible to man, i.e., of zoonotic importance. For consumer awareness, the nutritional benefits of consuming poultry eggs, meat and value added products should be highlighted.
Efforts should be made to remove some misconceptions about egg, viz., egg being considered a non-vegetarian food, produces more body heat on consumption, desi eggs are more nutritious than farm eggs and the cholesterol related health issues. Confidence need to be inspired in poultry farmers by providing a backbone of basic facilities and needful support.
Strategy # 5. Balanced Feed and Nutrition:
Enhancement of feed production units and knowledge of common and locally available and cheap feed resources for meeting the nutritional requirements of the poultry flocks is essential for successful and profitable poultry rearing in rural areas. Balanced feed supplemented with vitamins and minerals should be ensured. Feed resources are a major input in poultry production systems, estimated to account for about 60% of total production cost in commercial poultry sector.
So the backyard poultry is the alternative, which can strive on scavenging, kitchen wastes and local flora and fauna. But these flocks are affected with nutritional disorders and deficiency diseases very often. So partial supplementation of compound feed to eliminate the deficiencies and provide a balanced nutrition will give desired results.
Strategy # 6. Diversified Poultry Production System:
Diversification involving rearing of bird species other than chicken, such as turkey, quail, guinea fowl and duck, has the potential to provide solution to meet national and international challenge in food production, nutritional security, employment generation and alleviation of poverty. Diversification should be promoted due to increase in demand of poultry and poultry products in world market, consumers always looking for products with a change.
There is increase in the human population and changes in their lifestyles, with more people becoming non-vegetarian. Modernization, with the establishment of large number of fast food restaurants such as McDonalds, Pizza Huts, etc. are mostly poultry meat based in our country. This adds to the importance of endeavouring prospects in diversified poultry production.
Strategy # 7. Development of Marketing Facilities and Value-Added Poultry Products:
Rural poultry farmers should be guided in finding the market for their products. Strengthening of marketing and transportation facilities for poultry and its products needs a special attention. Cold storage facilities for poultry products in rural areas should be established.
Assistance with feeding, housing and disease control measures between different marketing points is also needed. Marketing requires institutional and organizational support with intensification approaches to make the egg and poultry or its products locally available. Setting up of more number of small poultry processing units should be encouraged to cater the consumer’s preference for value added products at an affordable price.
Market surveys should be conducted to assess consumer’s demand and preference for poultry products. Efficient and attractive packaging, competitive pricing, reliable service, strict quality assurance measures and widened retail outlets in rural and urban areas are needed. These approaches can very efficiently promote the consumption of poultry and its products in the country and also could help in increasing the export potential of the country for these commodities.
Strategy # 8. Interactions and Networking:
The poultry health scientists, veterinarians, extension personnel, policy makers, officials and administrators should interact regularly with the farmers in rural areas on the essential farm practices and viability of possible modifications that should be implemented to address the proper survival of flocks with the optimum use of available resources. Feedbacks of the rural farmers should be taken up on priority for making improvements. Networking should be encouraged in village chicken production.
There is a need for more national support to the existing network for rural poultry development programmes and understanding the socioeconomic problems of the farmers.-Closer and dynamic linkages with research and development (R&D) institutions for technical know-how and training support for rural people should be made.
The network should endeavour to identify key or priority problems, the solution of which would benefit the rural farmers. Linkages with the nearby city/town’s fast food outlets, restaurants, hotels and other institutional and retail markets should be boosted in rural areas.
Strategy # 9. Encouraging Women in Rural Poultry Production:
It is a known fact that till recent years, man has been the sole bread winner in the family and women were known for their culinary skills and house-keeping. But for the past few decades or so considerable advancement and parity in the field of education has given the impetus for gender equality.
This scenario has made possible for the feminine gender to become more confident and to undertake challenges that were once forbidden. This change has been reflected more in urban societies when compared to rural population which is still lagging behind far and are unable to recognize the importance of utilization of ‘women power’ to generate additional income and stability to the family.
On this pretext, the aim should be to find out suitable ways and means for the rural women to provide monetary support to her family. The poultry rearing as a backyard system has proved easier for women to manage successfully by themselves. This can be an excellent source of income that can contribute much to the income of the family and requires less time and energy expenditure, which will be suited for women.
Apart from her day to day household works, this will create an opportunity to use her time and energy sagaciously. As the backyard poultry rearing systems do not require much infrastructural facilities and the capital required is less when compared to other small scale enterprises, it could be seen as a viable source for generating additional income in rural families. A flock of 50-100 birds in a rearing system will give enough supportive income to the family. The problem of undernourishment basically seen in rural population will be answered, as the poultry is an excellent and cheap source of animal protein.
Several assumptions are made about the involvement of women in rural poultry projects: helping women to increase rural poultry production, increases women’s income and thus empowering them; an increase in food production as a result of increased rural poultry production increases equitable distribution of food in the household; village chickens are easily managed within homesteads, and are therefore appropriate development projects for women; women are more resourceful in managing village chickens, and therefore their involvement in development programmes increases production efficiency.
Through the instruments of self-help groups and village development committees initiated by local NGOs, a large number of women drawn from the backward communities have been able to find more respectability both within household and in the community, with increased access to financial resources.
Interface with the outside world has brought about a significant enhancement in the awareness and confidence levels of the womenfolk in many areas, and a large number of women are now engaged in livelihood activities. Women can play a good role in improving basic health care of birds, if only they are properly trained for the purpose. The enhancement of knowledge and work force among women can help to a great extent cherish our envisaged dreams of becoming a ‘truly developed’ nation.
Strategy # 10. Research and Development (R&D) Strategies:
in order to make an impact through rural poultry as an income generating activity, research and development efforts are required to develop suitable genotypes and to provide appropriate low cost health cover for sustaining their production potential. Integrated and coordinated approach should be made for promoting scientific outlook and research on poultry production and performances.
Efforts must be made to upgrade poultry breeds. Special disease resistance breeds and breeds suitable to different agro-climatic conditions of the country should be developed and improved genetically, so that this valuable source of income remains available to the farmer, especially the small and marginal farmers. Effective strategies for eradication of fatal diseases like Newcastle disease and other economically important diseases should be devised.
Combined vaccines, pelleted vaccines and inovo vaccination methods should be devised to avoid stress, labour and cost. Designer eggs utilizing modern scientific advances for producing cholesterol less eggs and other similar poultry products favouring better health needs promotion.
Utilization of poultry eggs as transmission vehicles for immunogens need to be explored, which when administered to humans, especially children, could render them immune to a particular disease. Special funds should be provided to encourage both public and private sector research institutions to undertake result-oriented and time- bound projects for promoting poultry farming.
Feeding of unconventional feed resources that have been tested on a small scale should be developed further to increase the scavenging feed resource base. Appropriate farm structures, including housing, feeders, waterers, nests and cages for transportation should be developed and strengthened. Since the poultry sector has great potential for poverty alleviation utmost importance should be given for future research in this field by establishing R&D centres in different areas.
Strategy # 11. Breed Improvement Programmes:
Disease resistant breeds and breeds with good climatic tolerance are needed to improve the poultry farming in rural areas. Certain indigenous poultry breeds such as Naked Neck, Frizzle fowl and Tini are well adapted to the tropical climatic zones as they have better heat dissipation abilities.
The genes of these indigenous breeds responsible for this heat tolerance ability can be introgressed into the germplasm of the meat and egg type breeds which could lead to the evolution of high performance heat resistant flocks that could well suited to the rural regions of the country, The breeding programmes should also aim to develop disease resistant varieties of poultry.
Genetic strategies have already provided with breeds that are resistant to Marek’s disease by selection of B21 allele which is responsible for the reduced susceptibility to this particular disease. As the major histocompatibility (MHC) gene plays an important role in resistance to many diseases, the future studies should be directed to elucidate the underlying mechanism and thereby providing disease resistant breed varieties to the poultry farmers in rural areas.
Strategy # 12. Encouraging Entrepreneurship and Promoting Skills:
Specific funds and subsidies should be allotted through government organizations for infrastructural facilities and promoting rural poultry farming. It should also be ensured that the rural people interested in poultry farming should get loans from banks on low interest rates and the channel for getting loans should be made easy.
More awards should be instituted by the government and private organizations for researchers as well as successful poultry farmers in order to initiate, undertake and promote research and innovations in the field of utility and contribution towards poultry promotional and mobilizing activities.
Small scale farmer oriented groups should be encouraged to adopt poultry farming as a successful and profitable large scale enterprise. Women and youth power should be mobilized in the right directions for adopting poultry business as a successful enterprise. Pro-poor policy is the need of hour to uplift the socioeconomic conditions of the rural farmers.
For any enterprise to flourish, it needs to develop sound managerial and marketing skills in the entrepreneur. This coupled with a strong practical sense or approach is most essential in germinating a fruitful enterprise. For developing a successful poultry enterprise, whether it is small scale or large scale, it needs profound knowledge among the entrepreneurs, regarding the flock management and disease control measures.
Apart from these, the major constraint and the weak link in poultry production being the marketing sector, it has also to be addressed in the right perspective. Escalating input cost due to unscientific rearing practices has virtually thrown out many from poultry business even though compared to other enterprises poultry farming requires less infrastructural facilities and capital investment, all this points to the lack of managerial and business skills, especially among the rural people.
So it is high time to take this matter into account and steps should be taken to impart training for the future entrepreneurs to inculcate in them these skills in addition to the technical know-how of successful poultry rearing. The lack of these ‘soft skills’ if supplemented could very well establish the highly lucrative poultry business which could in the long run help the nation to surge ahead.
Strategy # 13. Development of High-Tech Model Villages:
As a future plan there should be strong recommendations for the development of high-tech model villages, which are self-sufficient in all aspects. This could help in improving the general living standards of the people residing in rural areas of the country.