The Roundel Egg is an integrated system that lets the chickens roam free. It lives up to the highest animal welfare standards and is the most innovative housing and management system in the poultry sector.

The innovation process was completely open and brought together consumers, producers and even animal welfare organisations. The process started over 10 years ago. The main initiator was Wageningen University. They started the program by looking at an ideal concept based on what hens want, what the consumers look for and what farmers need while showing consideration for the environment and animal welfare.

Many stakeholders were included

The initiation phase was run by researchers. They brought together farmers, distributors, animal breeders, consumers, animal welfare organisations, social researchers, animal researchers, designers etc.

Wageningen University has brought a lot of knowledge to the table, especially on chicken behaviour. Practical knowledge on what chickens do and what a farmer wants came from the poultry farmers themselves. The government joined in as well to look and learn on policy matters. Both government and ZLTO supported the innovation process and assisted Wageningen University in bringing the different stakeholders together.

Aiming high

The goal for the Roundel Egg was ambitious: to create not a tolerated system, not an accepted system, but a desirable system. One challenge was to live up to the different standards on what the consumers and the social organisations wanted. But the greatest challenge was to use this knowledge while keeping the poultry farmer and what chickens want in mind. These big challenges led to the real innovation in the concept design. The concept was designed so that all three parties would win: Happy chickens, happy consumers, happy producers.

A new challenge

Now, a challenge is the market. The consumers wanted this kind of produce, but their buying behavior in the supermarket suggests otherwise.

At the moment, there are a total of four Roundel poultry houses that show the most influential consumers what the concept is all about. The concept may be copied now by any entrepreneurs who want to implement the concept and change the way they produce eggs and chickens.

Going abroud

The design is complete and the concept implemented in several areas. The innovation was constricted to Holland so far. However, Vencomatic, the producer of Roundel Egg, are looking abroad to upscale their innovation.

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