Abstract
The genetic pyramid, with a multiplication structure from pedigree breeding program through grandparent (GP), parent stock (PS), commercial stock and processing plant to the consumer, has been described many times before but is still important when considering the evolution of turkey breeding objectives. Each level of the pyramid has shown variation in importance through time, with reproduction at the GP and PS levels important through the 1960s, bodyweight and growth through the 1970s, bodyweight, feed conversion and livability in the 1980s-2000 and processing plant traits such as yield and grade gaining importance from 2000 to present As the supply chain has altered over time, the number and type of traits in the breeding objective have evolved and expanded. More weight is now being allocated to traits closer to the processor, and a further shift towards the consumer (meat quality, texture, taste). The questions we must now ask are what traits are important to the consumer of today, and what will they be tomorrow? Traditionally, we have focused on maximizing the economic utility of our genetic decisions by increasing egg production to help the multiplier, improving feed conversion and growth to help the farmer, and increasing yield and grade to help the processor. What will it be to help the consumer? The consumer is asking for a turkey that is grown without antibiotics, that is grown with low levels of mortality and grown responsibly with regards to animal welfare and behavior. These traits aren’t measured at the level of the consumer, such as meat or product quality, but at the level of the grower and processor, such that the desired trait is expressed up the supply chain. The challenge is to identify new phenotypes and genotypes for a changing breeding objective to satisfy the consumer of the future.
Keywords: consumer perception, breeding objectives, future breeding goals