Perfectly networked:
How broiler farming becomes ‚interesting‘
Article in the „Appenzeller Volksfreund“, May 2019
by Rolf Rechsteiner
A quality label, traceability back to the farm, the ideal distribution partner, and a major international customer – from this mix, Sepp and Evelyne Manser generate a portion of their livelihood.
The invitation for an on-site visit to the producer came from Berlin. This is striking, as it concerns the address Schwendetalstrasse 54 between Schwende and Wasserauen. Indeed, a representative from „HelloFresh“ had arrived with a camera crew to see with their own eyes how the „Alpstein Poulet“ is produced. The company sends out cooking boxes via the internet with proven recipes and the necessary ingredients in precisely the right quantities. The success of „HelloFresh“ is based on its high quality standards, said PR Manager Florian Anders on site. Distrust of food from the internet is high. Consumers expect nothing less than the best ingredients. The smallest mistake causes them to disengage. Anders grew up in Munich and lives in Berlin, at the headquarters of the Hello Fresh Group. There, the terms „Appenzellerland“ and „Alpstein“ are known, which is why they became aware of this purchasing opportunity.
Regional Cooperation
A deeper insight into the production chain was made possible, beginning in the hatchery in Mörschwil (Robin Geisser) and ending in the processing plant of Geflügel Gourmet AG in Staad. Distribution and logistics are handled by G. Bianchi AG in Zufikon, which also supplies poultry to top Swiss gastronomy. Together, they have built the „Alpstein Poulet“ brand. Five farmers around the Säntis operate a fattening farm, one of which is run by Sepp and Evelyne Manser.
Strong partners in the „Alpstein-Poulet“ business (from left): Robin Geisser, Sepp and Evelyne Manser-Fässler, and Luca Bianchi. (Photo: Rolf Rechsteiner)
State-of-the-Art Facility
This is the most modern broiler fattening stable variant, Robin Geisser explained to the visitors. Production is carried out according to BTS standards, which means „particularly animal-friendly stable housing.“ The huge hall features underfloor heating and a sophisticated ventilation system. Daylight, a natural daily rhythm, and free-range access to a winter garden from day 21 are standard. Feed is automatically dispensed and supplied, and water is available 24/7 via a self-drinking system. The hall has a weighing station. Chicks that randomly settle there provide reference data for the flock’s condition; weight gain can thus be regularly monitored. Even the CO2 content of the air is automatically monitored. Sepp Manser is alerted by the system via iPhone if deviating values require correction. However, regular inspection rounds are part of the daily routine.
The chicks move freely on dry litter in the floor-heated hall. Automatic feeders and self-drinkers guarantee successful fattening. (Photo: Rolf Rechsteiner)
Optimal Meat Growth
As mentioned at the outset, the eggs are hatched in huge incubators in Mörschwil. Before the chicks are delivered, the thoroughly cleaned stable is provided with fresh litter (wood pellets with lime content) and attractant feed laid out on paper. „The chicks should almost stumble over the feed at first until they are familiar with the automatic feeder,“ says the expert. Unlike egg production, roosters and hens live together in the flock. Gaining weight is their only task. The „Ross 308“ meat breed optimally utilizes feed: only 1.4 kg of soy-free feed mixture with a high proportion of Rheintaler corn is consumed for one kilogram of chicken.
In the Mansers‘ stable, 8,500 broilers could be fattened. However, adhering to the high demands for animal welfare, the flock numbers only 7,000 specimens. In the second half of their lives, elevated platforms are offered, which hens prefer to use.
The life of broilers is surprisingly short: they reach slaughter maturity after only thirty days. They are then loaded into transport crates in several batches at night and taken to the slaughterhouse, which is capable of processing 2,000 broilers per day.
Only Permitted to a Limited Extent
Sepp Manser operates broiler farming as a second pillar on his dairy farm with 25 hectares of green space. The stable size was measured at the limit of internal stocking. The capacity would be too small for access to a major distributor. However, with value creation through quality, the matter is „interesting“ for him.
He built the stable at his own risk. He has a contract with his partners that can be terminated semi-annually.
