1. Perspectives & Communication Issues From
Avian Influenza
Perspectives & Communication Issues
From
The Commercial / Private Poultry Sector
Reframing the Avian Influenza
Communication Discourse
Rome , Oct. 27 , 2006
World Congress on Communication for Development
Musa Freiji Wadi Group
Wadi Holdings

2. Outline AI Commercial Poultry Sector Prepectives
- AI is a viral disease of poultry
- Eradication of AI
- Vaccination
- Human Pandemic
AI Commercial Poultry sector Communication Issues
- Criteria to establish sound communication measures
- Impact of improper communication
- Balanced communication
Musa Freiji Wadi Holdings
Wadi Holdings

3. AI Commercial Poultry Sector Perspectives
AI is a viral disease of poultry
- Over 200 million birds died or were stamped out.
- Only a couple of hundred persons died due to AI
vs over 5 million dead persons due to human
influenza within 10 years.
- Hundreds of thousands of poultry workers were and
are exposed to AI by handling diseased birds with
virtually no casualties.
- Human casualties have been restricted to villagers
living with their birds and most likely susceptible
due to other diseases.
Musa Freiji Wadi Holdings
Wadi Holdings

4. AI Commercial Poultry Sector Prespectives (Cont. )
Eradication of AI
- Up till now FAO/OIE approach is eradication of the
disease via stamping out of diseased and surrounding
flocks .
- Eradication policy failed to stop the disease from
spreading within countries and to new countries .
- Idea of eradicating AI like Polio, for example, is rather
absurd .
- Sticking to the AI eradication policy alone would amount
to eradicating all flying creatures from the globe.
Musa Freiji Wadi Holdings
Wadi Holdings

5. AI Commercial Poultry Sector Prespectives (Cont. )
Vaccination
- Avoiding vaccination has caused the poultry industry
in the world losses that exceeded $ 15 billion so far.
- Vaccination proved to reduce spread of AI.
- Vaccination proved to reduce shedding of AI.
- Reduction of spread and shedding reduce human
exposure to AI and ultimately human cases.
- The idea that vaccines hide the AI virus proved outdated .
- Vaccination may not obstruct stamping out policies if
and when necessary . The DIVA test uncovers the
positives . The sentinels should be avoided.
Musa Freiji Wadi Holdings
Wadi Holdings

6. AI Commercial Poultry Sector Prespectives (Cont. )
Human Pandemic
- The commercial poultry sector recognises the danger of
AI mutation and is not blind of the consequences .
- The sector has not been responsible for introducing AI in
almost all countries . Rural poultry was .
- It is in the interest of the sector to do anything to aviod
human casualties, let alone a pandemic .
- Had it not been for human casualties and a possible
pandemic , AI would not have alerted governments or
UN agencies.
- However , sacrificing all commercial poultry shall not
prevent spread of AI or human casualties nor a possible
pandemic .
Musa Freiji Wadi Holdings
Wadi Holdings

7. Al Commercial Poultry Sector Communication Issues
Criteria to establish sound communication measures
- Availability of competent officials and staff
● This represents a stumbling block in all the developing world.
● For sound measures to be executed we need :
Knowledegeable officials to issue appropriate
directives and legislations.
Honest staff to properly execute the directives and
legislations.
Absence of corruption.
Musa Freiji Wadi Holdings
Wadi Holdings

8. Al Commercial Poultry Sector Communication Issues (cont.)
Criteria to establish sound communication
measures (cont )
- Availability of competent officials and staff (cont.)
● Resorting to relevant UN agencies is of great help .
● The private sector intervention, espacially if
represented by a united voice can partially
compensate.
Musa Freiji Wadi Holdings
Wadi Holdings

9. Al Commercial Poultry Sector Communication Issues (cont.)
Criteria to establish sound communication
measures (cont.)
- A political will to implement sound measures
Lack of trust between government officials and
private sector complicates matters.
● Since the private sector is the real beneficiary or real
loser, politicans should seriously negotiate with the
sector and issue appropriate agreed upon
directives and legislations .
● Producer and consumer interests should not clash
but should become complementary.
Musa Freiji Wadi Holdings
Wadi Holdings

10. Al Commercial Poultry Sector Communication Issues (cont.)
Impact of improper communication in certain M.E.
countries- Egypt,Syria,Jordan & Lebanon.
- Sequence of events
In Sep Turkey announced detection of HPAI
H5 N1 without a sign of it in the above countries .
● Governments did not take any action of any kind.
● Media portrayed the hysterical scenarios of AI pandemic.
Egg and poultry meat consumption plummeted to 50% of
normal.
● Egg and poultry meat prices fell to 50% of normal.
● Production was reduced by molting layers and breeders,
reducing breeder, layer and broiler placements and by
early depopulation of all types.
Musa Freiji Wadi Holdings
Wadi Holdings

11. Al Commercial Poultry Sector Communication Issues (cont.)
Impact of improper communication (cont.)
- Sequence of events (cont.)
As a result, governments formed Supreme national
Committees for combating Avian influenza headed
by ministers of health not agriculture. None included
any poultry private sector representative .
The Supreme Committees formed Technical Committees
from the heads of departments at ministries of health,
agriculture , environment and interior.
Musa Freiji Wadi Holdings
Wadi Holdings

12. Al Commercial Poultry Sector Communication Issues (cont.)
Impact of improper communication (cont.)
- Sequence of events (cont.)
The Supreme Committees passed following directives
- Prevented wild bird hunting-( was not respected).
- In Syria and Jordan ordered live bird outlets to be shut
down-( highly implemented).
- Only in Jordan, ordered a strategic stock of H5N2 vaccine.
- Laboratory diagnostic facitilies were upgraded ; FAO/OIE
workshops conducted ; training of laboratory staff implemented.
- Jordan ordered vaccination of all classes of poultry upon
detection of one incidence in the north of the country .
- Syria and Lebanon remained clean so far.
Musa Freiji Wadi Holdings
Wadi Holdings

13. Al Commercial Poultry Sector Communication Issues (cont.)
Impact of improper communication (cont.)
- Sequence of events (cont.)
● In Egypt , the Supreme Committee announced on Feb,
17 , AI H5N1 outbreaks in 3 governerates,
and took following measures in coordination with the
Technical Committee :
- Ordered closure of all live bird markets and outlets , knowing
that 80% of poultry are sold via such markets.
- Imposed stamping out of all classes of poultry within a
diameter of 2 km from any infected farm or spot.
Ordered stamping out of all poultry on roof tops in cities-
( was not properly executed ) .
Musa Freiji Wadi Holdings
Wadi Holdings

14. Al Commercial Poultry Sector Communication Issues (cont.)
Impact of improper communication (cont.)
- Sequence of events (cont.)
● In Egypt ( cont. )
Ordered Housing of pigeons, rural free range poultry and
water fowl- (was not properly executed) .
Delayed announcing the compensation scheme for two
weeks which was only 5 Egyptian Pounds per bird over 30
days of age ( $0 .87).
Was late in approving importation of H5 vaccines.
Restricted importation to H5 N1 available only at one
company in China.
Debated against the use of the vaccine for weeks inspite of
the widespread cases like fire.
Restricted the use of vaccine to Grandparents and Layer
Parents after 3 weeks of the onset of the disease.
Musa Freiji Wadi Holdings
Wadi Holdings

15. Al Commercial Poultry Sector Communication Issues (cont.)
Impact of improper communication (cont.)
- Sequence of events (cont.)
● In Egypt ( cont. )
Was forced to accept vaccination of Breeders and Layers
but only after 60% of the Layer population and 20% of the
Breeder population died or was stamped out.
One month after the onset of the disease, the Committee
approved widespread vaccination to all classes of poultry.
However there was no vaccine available.
Having noticed the impossibility of carrying on with the
zoning policy after 2 months, the Committee reversed its
decision to only stamp out the infected farms.
Musa Freiji Wadi Holdings
Wadi Holdings

16. Al Commercial Poultry Sector Communication Issues (cont.)
Impact of improper communication (cont.)
- Sequence of events (cont.)
● In Egypt ( cont. )
Nine weeks after the onset of the disease, the Committee
requested vaccination of all poultry in the rural areas. This
request was not properly and effectively implemented.
Refused to impose one age group on any farm as a means
of helping biosecurity.
Refused to impose destruction of widely spread pigeon towers.
Did not follow up the immunity level of the vaccinated
flocks as a means of assessing the efficacy of the only
vaccine used for ten weeks.
AI infection kept on appearing in vaccinated flocks even
after 8 weeks of vaccination. This prompted revaccination
of almost all grandparents, parents and layers.
Musa Freiji Wadi Holdings
Wadi Holdings

17. Al Commercial Poultry Sector Communication Issues (cont.)
Impact of improper communication (cont.)
- The economic impact in Egypt
● Before the AI infection
50% drop in egg consumption.
60% drop in poultry meat consumption.
Poultry Industry losses amounted to $ 520 million
during the period Sep to Feb (Ministerial
Council – Information center ).
Musa Freiji Wadi Holdings
Wadi Holdings

18. Al Commercial Poultry Sector Communication Issues (cont.)
Impact of improper communication (cont.)
- The economic impact in Egypt (cont.)
● After the onset of AI
Tens of cases were reported every day resulted in a real
massacre via the stamping out policy within one week.
75% drop in egg consumption
85% drop in poultry meat consumption
Day old chicks were totally dumped for 3 weeks.
Most hatcheries stopped operating for 6 more weeks.
Musa Freiji Wadi Holdings
Wadi Holdings

19. Al Commercial Poultry Sector Communication Issues (cont.)
Impact of improper communication (cont.)
- The economic impact in Egypt (cont.)
• After the onset of AI ( cont. )
-Vaccine available was officially sold to certain farmers
at USD 74/1000 doses. However was traded in the
black market at USD 95/1000 doses.
- Compensation of only 5 pounds per bird represented :
• 25 % of average value of layers.
• 40 % of average value of broilers.
• 10 % of average value of breeders.
• 3 % of average value of grandparents.
Musa Freiji Wadi Holdings
Wadi Holdings

20. Al Commercial Poultry Sector Communication Issues (cont.)
Impact of improper communication (cont.)
- The economic impact in Egypt (cont.)
• After the onset of AI ( cont. )
Farmers started moving their birds to outside the zoned
areas. Villagers hid their poultry in their homes .
The media covered the massacres and hence created a
state of panic and dismay. This deepened the fear
amongst consumers to eat chickens or eggs.
Musa Freiji Wadi Holdings
Wadi Holdings

21. Al Commercial Poultry Sector Communication Issues (cont.)
Impact of improper communication (cont.)
- The economic impact in Egypt (cont.)
• After the onset of AI ( cont. )
The General Organization for Veterinary Services issued
weekly reports on losses . Report released on 29-4-
2006 revealed following figures:
• 8.5 million broilers = 50 % of the numbers present
• 18.0 million commercial layers = 80 %
• 1.8 million native layers = 80 %
• 1.2 million broiler breeders = 25%
• grandparents = 15 %
• ducks = 80 %
• turkeys = 80 %
Musa Freiji Wadi Holdings
Wadi Holdings

22. Al Commercial Poultry Sector Communication Issues (cont.)
Impact of improper communication (cont.)
- The economic impact in Egypt (cont.)
• After the onset of AI ( cont. )
- Medium and low income consumers were nearly
deprived of animal protein between Oct and May
2006.
- 30% of the workforce in the poultry industry or 275,000
persons lost their jobs (Ministerial Council –Information
Center).
Musa Freiji Wadi Holdings
Wadi Holdings

23. Al Commercial Poultry Sector Communication Issues (cont.)
Impact of improper communication (cont.)
- The economic impact in Egypt (cont.)
• After the onset of AI ( cont. )
Poultry industry losses amounted to $87 million.
Estimated losses to commercial farms during gradual
restocking over one year is $ 174 million .
- Alternative animal protein sources increased in price by
20% but was only purchased by A and B classes of
consumers.
Musa Freiji Wadi Holdings
Wadi Holdings

24. Al Commercial Poultry Sector Communication Issues (cont.)
Balanced Communication
- Measures by Governments
Involve the private sector in decisions prior to
issuing them .
Impose housing of all commercial and non –
commercial poultry of all types, including all rural
poultry.
Prevent wild bird hunting .
Generalize use of AI inactivated vaccines until
absence of detection of live virus, for 6 successive
months, and make it optional after that.
Impose stamping out of all live AI carries 6 months
after absence of detection of the live AI virus.
Musa Freiji Wadi Holdings
Wadi Holdings

25. Al Commercial Poultry Sector Communication Issues (cont.)
Balanced Communication ( cont. )
- Measures by Governments ( cont. )
Compensate fairly for all stamped out poultry .
Impose and execute vaccination of all rural poultry
on a regular basis .
Impose biosecurity protocols on all commercial farms .
Impose minimum distances between licensed farms .
Close all non -licensed farms.
Close all live bird markets and outlets.
Musa Freiji Wadi Holdings
Wadi Holdings

26. Al Commercial Poultry Sector Communication Issues (cont.)
Balanced Communication ( cont. )
- Measures by Governments ( cont. )
Stop issuing licenses to new farms in the densely
populated areas .
Impose one age group per farm on all types of
poultry .
Take charge of laboratory diagnostic costs of
the surveillance scheme .
Encourage establishment of slaughterhouses and
distribution of fresh and frozen poultry .
Prevent poultry and pig farming on same farms
with minimum distances between such farms.
Musa Freiji Wadi Holdings
Wadi Holdings

27. Al Commercial Poultry Sector Communication Issues (cont.)
Balanced Communication ( cont. )
- Measures by the Private Sector
The Associations of Poultry Producers to form a
special AI committee responsible for dealing and
negotiating with any government body on AI
issues.
Be proactive in ideas and suggestions that would
lead to appropriate decisions and legislations by
government.
Musa Freiji Wadi Holdings
Wadi Holdings

28. Al Commercial Poultry Sector Communication Issues (cont.)
Balanced Communication ( cont. )
- Measures by the Private Sector ( cont. )
Cooperate fully in implementing all sound measures to
stop the spread of AI especially in area such as:
• Biosecurity measures.
• Surveillance schemes
• One age group per farm especially caged layer complexes.
Invest in modern broiler houses in remote areas to replace
widely spread small broiler farms within the densely
populated areas.
Invest in modern slaughter houses to replace live
outlets and markets.
Musa Freiji Wadi Holdings
Wadi Holdings

29. Thank You