Steve Ellis, managing director for poultry at 2 Sisters Food Group, has told Poultry World that the market for poultrymeat looks “buoyant” in 2014.

“The retailers Tesco, Sainsbury’s, Morrisons etc, are really investing behind chicken to drive growth, which is really positive,” he said.

“We need to ensure we have the right supply chain behind that to deliver in a sustainable way.”

Mr Ellis added that growth was the “key opportunity” for the market this year.

Campylobacter was currently the biggest threat to the poultrymeat sector, according to the 2 Sisters director, and he outlined what the firm was doing in trying to meet Food Standards Agency targets for reduction.