Eric Gingerich, DVM Diamond V

Flock owners, veterinarians, diagnostic labs, and government officials have apparently halted two recent avian influenza outbreaks -- "high path" H5N8 in Japan and "low path" H5 in
California -- thanks to quick, well-planned responses.

The following online articles in the news tell the success stories in controlling these outbreaks:

• Ensure biosecurity -- ongoing, highly effective biosecurity procedures on all farms. Continual compliance assessments and audits are advised.  
• Provide prompt diagnosis of index flock -- quick response by flock owners to establish a diagnosis as soon as a break of avian influenza is suspected. Any delays in submitting sick birds or birds determined positive by surveillance to the lab allows spread from the index flock to other flocks.  
• Detail response plan -- a complete, effective, workable response plan. All stakeholders -- production companies, feed companies, hatcheries, state departments of animal health, consulting veterinarians, etc. -- should help develop this plan.  
• Exercise the response plan -- annual or semi-annual evaluation of the plan. Outside experts should help to perform tabletop exercises, drills, or full scale exercises to update and further improve plans. 

Clayton Gill, Editor Diamond V

Mike Wright, MS, MBA  Diamond V

Mike Wright, Diamond V's director of global marketing and research,  attended the Summit and brings PoultryAdvisor readers the "take-home" below.



The Millennial code-crackers' prime advice at this year's Stakeholders Summit was first to understand the Millennial generation, starting with their demographics: 

• Millennials are 77 million strong in North America, including 20% Hispanic heritage, 15% African heritage, and 5% Asian heritage.
• 71% say they appreciate the influence of other cultures (versus 62% of Boomers).
• 66% connect to products and services via a mobile device -- and always seems to be connected.
• 60% will pay more for a product if it's good for the environment.
• 47% buy a brand because the company supports a cause.
• 44% are willing to spend more on products and services that are socially responsible.
• 31% still live with parents (including Boomers).

1. Partner with Millennials to co-create the product brand benefits -- they are a "participative" generation.
2. Engage early adopters among the Millennials, who are 2.5X more likely to adopt a product or service early.
3. Treat content as "brand fuel" -- "earned media" is better than paid media (aka advertising).
4. Listen and be active within their social media communities -- this is a major way they learn about products and services.
5. Create experiences and adventures -- 69% are adventurous.
6. Create uniqueness to enhance brand authority.
7. Stand for more than your bottom-line -- move from story telling to "story living."

Remember, author Fromm says, this is a participative generation that wants to participate -- they live it and tell it with a strong desire to share it. Communicate and engage them so they can become your brand ambassadors. They take great interest in food, which gives us wonderful opportunities to inform and educate.

These days Millennial code-cracking is necessary to get your message to federal lawmakers, too, which requires educating Millennial legislative staffers on Capitol Hill.

Summit speakers also explored other key animal agriculture issues, including long-term sustainability, antibiotics in animal production, and animal welfare. For more, visit http://www.animalagalliance.org/summit/

As always, our Poultry Team welcomes your questions. You can contact Team members through DiamondV.com

Or, if you'd like to share the question and see the answer in PoultryAdvisor, let me know.

Clayton at tel. 319.866.7680, email cgill@diamondv.com

Thanks!