Elevated Animal Welfare: GPS-Tracked Chickens
Chinese online insurance company ZhongAn Online has developed a new GPS tracker for chickens. It monitors health and quality of life, reassuring empathetic consumers that their organic free-range poultry has lived a happy life outdoors
The GoGo Chicken tracker, which fits around the animal's leg, monitors the chicken's environment, what it eats and how much it exercises. The information is logged in real-time using blockchain and will soon be available to consumers via a dedicated app.
ZhongAn Online, which provides insurance for the agriculture industry, has developed the device both for consumer reassurance and also to help prevent food safety issues.
Over 100,000 chickens are already fitted with a sensor, with the company aiming to supply 2,500 Chinese farms by 2020.
This technology addresses growing concerns around food sustainability and animal welfare, especially within the ranks of increasingly influential Gen Z consumer cohorts (see The Post-Vegan Opportunity, publishing on 6 June). It also works towards building better trust between consumers and the food industry – in 2018, only 33% of US consumers trusted and had confidence in the safety of the food they ate and the honesty of food providers (The Centre For Food Integrity, 2018).