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Simple Summary: Animal welfare (AW) in conventional Dutch broiler production (i.e., production systems that only satisfy the legal minimum requirements) has been under critique for decades. Then, suddenly, in 2014–2015, AW was improved for the entire Dutch fresh meat market for broilers. A study was conducted regarding the main reasons and decisive factors of this transition. It was found that important factors in bringing-about this transition were: (1) The availability of a cost-efficient alternative to conventional concepts, (2) a basic willingness to change within the entire value chain (including consumers), (3) initiating and triggering actions by non-governmental organizations (NGOs), (4) decisive initiatives by retailers and (5) simultaneous introduction of the new concept and replacement of the conventional concept (i.e., depriving the consumer of a cheaper choice alternative). It was concluded that, if these decisive factors were present, considerable improvements with regard to AW could be obtained in a relatively short period of time. This information can be of use for value chains of other species (e.g., pork) and countries outside the Netherlands. Since the 1970s, animal welfare (AW) in Dutch broiler production has been criticized by non-governmental organizations (NGOs) and the general public. Despite the development of production concepts aimed at improving AW, the conventional concept, which satisfied only the minimum legal requirements, remained by far the most dominant one in the Dutch fresh broiler meat market. Then, quite suddenly, in 2014–2015 (i.e., within less than two years), a new broiler concept with increased AW was introduced, which included a slower growing animal, more space, and an improved light regime. This alternative completely replaced the by then conventional concept. The aim of this study was to investigate the origin, causes, and driving forces of this sudden change. Popular and scientific literature, as well as interviews with key players in this transition process, were used to re-construct the chronology of events and draw the main and decisive findings. The latter include: (1) The availability of a cost-efficient alternative to conventional concepts, (2) a basic willingness to change within the entire value chain (including consumers), (3) initiating and triggering actions by NGOs, (4) decisive initiatives by retailers and (5) simultaneous introduction of the new concept and replacement of the conventional concept (i.e., depriving the consumer of a cheaper choice alternative). The result was a real transition of the Dutch fresh meat market without negative purchasing responses of the consumers. It was concluded that, although the Dutch fresh broiler meat market only included 30% of total domestic production, the existence of the abovementioned decisive factors could bring about an important change in favor of AW within a short period of time. [ABSTRACT FROM AUTHOR]

Simple Summary: Intensive broiler systems using fast-growing broiler strains at relatively high stocking density (higher than 38 kg/m2) are being criticised in Western countries because of risks for animal welfare. To address this criticism, alternative middle-segment production systems were introduced in North-West Europe in the 2000s. These middle-segment systems contain indoor housed slower-growing broiler strains housed at stocking densities ≤38 kg/m2 and claim to have increased animal welfare at a limited increase in production costs. In this study we aimed to analyse the level of animal welfare and production costs of these middle-segment production systems in different parts of the world (the Netherlands, United States and Brazil). Results show that in the Netherlands, United States and Brazil a change from conventional towards these middle-segment systems provides a considerable increase in animal welfare at a relatively small increase in production costs, i.e., has a high cost-efficiency. Overall, it can be concluded that in general middle-segment production systems entail a considerable increase in animal welfare at a relatively small increase in production costs and therefore offer good global prospects for a cost-efficient improvement of broiler welfare. In the 2000s, the idea of a so-called middle-segment arose in North-West Europe to address the criticism on intensive broiler production systems. Middle-segment systems being indoor housing of slower-growing broiler strains at a stocking density ≤38 kg/m2. Previous literature showed that Dutch middle-segment systems entail a relatively large gain in animal welfare at a relatively low increase in costs, i.e., have a high cost-efficiency. The question is to what extent these findings are applicable to other countries. Therefore, the aim of this study is to gain insight in the global prospects of middle-segment systems by exploring the cost-efficiency of these systems in other parts of the world. A set of representative countries, containing the Netherlands, United States and Brazil were selected. Cost-efficiency was defined as the ratio of the change in the level of animal welfare and the change in production costs. The level of animal welfare was measured by the Welfare Quality (WQ) index score. Data was collected from literature and consulting experts. Results show that in the Netherlands, United States and Brazil a change from conventional towards a middle-segment system improves animal welfare in a cost-efficient manner (the Netherlands 9.1, United States 24.2 and Brazil 12.1). Overall, it can be concluded that in general middle-segment production systems provide a considerable increase in animal welfare at a relatively small increase in production costs and therefore offer good prospects for a cost-efficient improvement of broiler welfare. [ABSTRACT FROM AUTHOR]