The No Antibiotics Ever (NAE) programme of the Jamaica Broilers Group (JBG) has contributed to the significant improvement in export sales, said President and CEO, Christopher Levy.
Levy disclosed to shareholders at Jamaica Broilers’ annual general meeting to discuss the company’s performance and future plans.
The NAE line of products, which was launched last May under the Best Dressed Chicken (BDC) brand, means no bird, from hatchery or birth, till slaughter is treated with antibiotics.
“One of the benefits that we have experienced is that it has opened up significant growth in our export market because…this is a very big calling card for us in these markets,” Levy said.
He continued: “We feel it is a very important aspect of our brand and the quality that we offer to our consumers”.