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ABSTRACT: The world population is growing rapidly and thus its demand for food is growing as well. To meet the demand of the ever-increasing number of consumers, the poultry industry and both of its main sectors—conventional and organic/cage-free farming—are expanding in parallel. Due to increasing demand of poultry products and higher mortality rate of chicks (an average 0.3% increase of mortality over last 5 yr), both conventional and organic poultry farming systems struggle with various issues; animal welfare, environmental sustainability, and antibiotic resistance of the prevailing zoonotic/enteric pathogens are common issues for conventional farming whereas slow growth rate, higher costs, inefficient land use, different diseases of the chicken, and cross-contamination with bacterial pathogens into the final products are the major issues for organic poultry farming. On top of these issues, the use of subtherapeutic antibiotics was recently banned in conventional farming systems and by definition the organic farming system cannot use the antibiotics/synthetic chemicals even for therapeutic use. In conventional farming system, use of therapeutic antibiotics may result in residuals antibiotics in the final products. As a result, sustainable alternatives are in demand to mitigate the prevailing issues for both conventional and organic farming. Potential alternatives may include bacteriophages, vaccination, probiotics, plant-derived prebiotics, and synbiotics. These alternatives have beneficial attributes and shortcomings of their use in both conventional and organic poultry production system. In this review, we'll discuss the scope of these potential alternatives as therapeutics and subtherapeutics in sustainable poultry production and ways to improve their efficacy.