In its latest report, From ‘Bouncing Back’ to ‘Building Forward,’ the British Poultry Council challenges traditional notions of resilience, reframing it as a driver of purposeful action and long-term contribution.

“At its heart, this report asks: how do we move from ambition to action, and from action to contribution?” said BPC Chief Executive, Richard Griffiths.

“Our answer is clear. When resilience is reimagined as contribution, the focus shifts. From ‘Bouncing Back’ to ‘Building Forward’ moves us from a survival mindset to one rooted in leadership, stability and trust – where every decision plays a role in delivering long-term value to the food system and society.”

A call for transformation

Building on 2024 and Beyond, BPC’s manifesto for change, From ‘Bouncing Back’ to ‘Building Forward’ highlights the need to bridge aspiration and action. It is a call to redefine ‘resilience’ – not as merely enduring adversity but as proactively shaping solutions that create meaningful change.

“With a new Government in place, this report underscores the alignment of our five key visions with national priorities, driving the sector’s purposeful contributions to food security and economic stability,” said Mr Griffiths.

The four cornerstones of contribution 

In the face of ongoing challenges, From ‘Bouncing Back’ to ‘Building Forward’ marks a pivotal shift from isolated problem-solving towards a deeper understanding of the interconnected factors shaping our environment. This defines our ‘four cornerstones of contribution’:

• Reimagining risk
• A renewed social contract
• Purposeful investment
• Empowerment for action

Shaping solutions, driving progress

Instead of focusing on ‘bouncing back’ in British poultry meat production, this report shows the ways in which we are ‘building forward’ – where every action contributes to greater stability, opportunity, and trust.

“Integral to our national food security, British poultry is a force for good. This report is a call to use our strengths to inspire a lasting impact. It reframes ‘resilience’ as a driver of transformation that empowers businesses to lead with purpose, move with intention, and shape solutions that deliver value for a food system that truly serves the nation,” concluded Mr Griffiths.

Click here to read From ‘Bouncing Back’ to ‘Building Forward.’