Poultry India is going all out with its Protein Awareness Campaign to create awareness on eggs as the solution to meet protein requirement. Th is is in the backdrop of prices of pulses which have sky-rocketed
You may not know which came first the chicken or the egg but you can be certain that they both are great sources of protein. Never has the protein debate been more relevant than today, when the prices of regular every day pulses are skyrocketing beyond the reach of the common man.
While the jokes about the prices of pulses may be doing the rounds, there is also a need to look at other sources. “It is surprising that no one yet looks at eggs as a viable and extremely healthy alternative. We are so used to thinking of vegetarian as cheaper that the alternative does not occur to most people. I understand that not everyone in the country will eat eggs, but it is one of the most easily available and cheapest sources of protein”, says O P Singh, a Core Committee Member, Poultry India. “Th e cost per gram of protein is the least when it comes to eggs.” So if you want to get your daily requirement of protein, you can use chicken (Rs.15/ per 100 gm) or egg (Rs.9/ per 100 gm) which is lower than that of the commonly used dals or lentils like moong, urad, or tuvar, all of which are over Rs. 16/ per 100 gm at the time of going to print.
The Poultry industry has emerged as the fastest growing segment of the livestock sector both globally and in India. India’s poultry industry is one of the largest in the world and employs over 25 million people. It contributes Rs.95,000 crore to the economy each year. In order to ensure that all stakeholders get the best possible outcomes, all those with interests in the poultry industry came together and formed Poultry India. It is a unique platform where the collective wisdom of all those involved in poultry farming can come together to share their experiences and the knowledge they have gained. They can ask and find solutions for their problems.
It all begins with education and towards this end Poultry India is dedicated to educating people on the goodness of proteins from any source, vegetarian or non-vegetarian. Proteins are the building blocks of the body and play a huge role in supporting day-to-day health, fitness and general well-being. However, not everyone is aware of it, says Singh. In today’s world most of the work is sedentary and you need fewer but more efficient calories. Poultry India’s Protein Awareness campaign and its sustaining theme ‘Eat Right. Eat Healthy’, is to educate people on how much protein the body needs every day. “Your body needs 1 gram of protein for every kilo of your body weight everyday” says Singh. Th e per day per capita consumption of protein in the USA for instance is 95 grams and in China is 85 grams compared to the measly 37 gram per head in India. “If we want to compete internationally in athletics and sports we need to eat better as a nation. Obesity and diabetes too are fast growing scourges in our country and again, the answer to that is a better designed diet basket which has ample proteins and the right fats”. Studies show that 37 percent of the Indian population suffers from high protein deficiency and its debilitating effects.
The per day, per capita consumption of protein in the USA is 95 gram and in China is 85 gram compared to a measly 37 gram per person in India
| Item | Weight in gms | Protein per 100gms | Commodity price per 100gms (Rs approx.) |
|---|---|---|---|
| Egg | 100(2 eggs) | 13.2 | 9 |
| Chicken | 100 | 30 | 15 |
| Mutton | 100 | 26 | 40 |
| *Milk | 100 | 3.2 | 5 |
| Yogurt | 100 | 5 | 13 |
| *Paneer | 100 | 11 | 35 |
| Fish | 100 | 22 | 30 |
| Urad Dal | 100 | 24 | 16 |
| Moong Dal | 100 | 24.5 | 16 |
| Tur Dal | 100 | 22 | 16 |
Poultry India also addresses the need to explode the myths and wrong beliefs associated with eggs. While experts acknowledge that they are great sources of protein, there is also the shadow of high cholesterol that they cause. Th e experts at Poultry India however debunk this myth. “A whole egg has more nutrition as the yolk has all the vital nutrients and half the proteins of eggs. Studies recommend one whole egg daily for a healthy adult and you can balance cholesterol by adding more fiber in the diet in the form of fruits, vegetables and whole grains.”
However the approach is not unilateral and while driving up sales, Poultry India addresses the concerns of the farmer as well. India is the third largest producer of eggs and the state of Andhra Pradesh leads the country. But as production burgeons, so do new challenges, which create new pressures on the national industry,the irregularities in supply and pricing of raw materials and farm produce, the environmental challenges of manure disposal, the hardship of finding competent and regular farm help and the emergence of newer disease profiles that affect the farmer and eventually the consumer as well.
At the annual international exhibitions organised by Poultry India, global experts on nutrition, breeding, poultry-equipment and animal health provide insights into latest trends and best practices in poultry farming and breeding. Th e main aim is to create awareness of the latest developments and practices in poultry management, health and nutrition of birds, breeding and quality of eggs and new techniques in feed manufacturing and poultry production.
Th e programmes are run in conjunction with those run by schools and governments in almost all states in India to ensure children and youth are aware that they need to have good, healthy wholesome proteins as part of their daily diet every day. Poultry India has provided eggs to school children in Mumbai, Pune, Hyderabad, Vijayawada, Lucknow as part of the World Egg Day celebrations.
They have also begun campaigns in schools in Mumbai and Pune to ensure the message of protein is imbibed. Teachers and parents have been sensitised through leaflets and danglers. Since food decisions are often made by parents and adults in the family, Protein Awareness Campaign Workshops have been conducted in corporate offices.
So that the birds and eggs meet the highest health standards, students of Veterinary colleges and institutions in Mumbai and Pune have been part of the focus groups to enhance their knowledge on the goodness of proteins. These lectures are conducted by senior professors and doctors. Consumers are oft en left with a bad taste in the mouth when they visit sale outlets and to this end, live poultry outlets in Pune, Nashik, and Hyderabad have received danglers in Hindi and vernacular languages to display at their shops through their distributors.
The owners/workers of these outlets have been sensitised to maintain clean and hygienic spaces. To enable good healthy buying patterns, plans are afoot to involve Medical Representatives who in turn will discuss the Protein Awareness Campaign with doctors, so that they can educate their patients on the goodness of proteins. “Nutritionists are empanelled to take our message to their clients directly, and through the media”, says Singh.
“It can boost our economy as well and backyard poultry farming is a very viable and profitable proposition” adds Singh. There are many government schemes that can be availed to jump start your own business, says he. It can also function as a tool for women’s empowerment and livelihood as 38 percent of those employed in the industry are women and more can join as entrepreneurs. “Eggs can be the building blocks to a healthy nation and add to the financial health of many” says Singh. We just need to crack the potential they contain!
By Suchismita Pai
