Select each point to read more
For decades, the Ross® 308 bird has been making continuous and balanced progress toward higher welfare and sustainability. This progress is the result of scientific knowledge, innovative breeding, and a strong commitment to the health and well-being of our birds.
Caring for our chicks is not just something we are committed to – it’s essential for successful poultry production. Healthy, resilient birds lead to stronger performance, better livability, and enhanced disease resistance. Moreover, they are more feed-efficient, which not only supports the bottom line for producers, but also plays a crucial role in reducing harmful emissions and conserving vital resources like land and water.
Please visit our website for further details on how we breed for Welfare and Sustainability.
Our Ross 308 customers continue to set new standards in broiler performance, which is increasingly highlighted through excellent EPEF (European Performance Efficiency Factor) results.
We work closely with our customers to provide tailored support and share the latest knowledge and best practice in broiler management. EPEF, a key performance indicator, measures critical aspects of poultry production, such as feed efficiency, livability, daily weight gain, and age. By combining our expertise with the dedication of our customers, across the UK & Scandinavia we’ve seen an average improvement of 10 points each year.
This progress speaks volumes about the hard work and dedication of our customers, as well as the strength of our collaboration. In the UK, this hard work is reflected in the growing membership of our Ross UK 450 Club, which represents the top 1% of the UK broiler industry. We continually raise the bar on our clubs, ensuring that this elite group remains at the forefront of the industry.
Click here for further information on the Ross 308 Broiler.
Click here for more information on broiler management problem solving.
We’re always looking for ways to improve the sustainability of broiler meat production, for both the environment and our customers. A big part of this is improving feed efficiency, which we measure through Feed Conversion Ratio (FCR).
Back in 2004, we started investing in “Lifetime FCR.” Using transponder technology, this method allows us to track individual birds and monitor their feed intake in an environment that closely mirrors real farm conditions. By looking at feed efficiency throughout a bird’s entire life, we can select the birds that will offer the best combination of genetics and feed efficiency. This helps boost sustainability and strengthens our customers’ businesses.
Since we introduced Lifetime FCR, we’ve seen steady improvements each year. In the UK & Scandinavia, Ross 308 birds have improved their FCR by three points annually over the past five years. This means lower feed costs for our customers, while also saving valuable natural resources like land and water, and cutting down on greenhouse gas emissions.
Click here for further information on the Ross 308 Broiler.
Further reading:
Our Parent Stock customers consistently show exceptional skill and dedication in managing their flocks, leading to excellent reproductive performance of Ross breeder flocks across the region.
In the UK & Scandinavia, we’ve seen remarkable progress, with an average increase of 0.8 chicks per hen housed each year over the past five years. In 2023, our dedicated customers reached an impressive average of 150.5 chicks per hen housed—5.1 chicks above our current European performance goals.
To recognise and celebrate this exceptional achievement for our UK customers, we host our prestigious Flock Awards event each year. This event is a chance for our top producers to come together, share ideas, network, and celebrate their successes.
Similarly, in Sweden, we created the Ross 160 Club to inspire and reward our Parent Stock customers. Producers who achieve 160 or more chicks per hen housed are invited to join this exclusive club, a recognition of their outstanding achievements.
Click here for further information on the Ross 308 Breeder.
Further reading:
