Preparing Contingencies for Continued Growth

Mike Werling, despite having witnessed numerous changes in his thirty-year-long career in the poultry industry, continues to learn and grow each day. As a product development manager, Werling leverages his extensive experience and expertise to ensure that a strategically formed contingency plan is in place at Cooper Farms.

In an interview with Food Business Review, Werling talks about the necessary strategies for overcoming challenges and preventing complications in the poultry industry.

What does your day at Cooper Farms look like?

I can confidently say that no two days at Cooper Farms in my 34 years here have looked the same. Most of our functions are not on autopilot, and I’m involved in all of them. That makes every day different, making the work enjoyable.

What are the significant changes that have impacted the industry in the last few years?

The pandemic has changed the industry in many ways. In the poultry industry, it changed the shoppers’ priorities about deli products, and the demand for deli products has now gone up. We have pre-sliced and pre-packaged deli products available around the clock, which is a significant change.

“The most recent changes that have been of significance are in the pet food space. The pet food manufactured is made of human-grade pet food materials, and they are chosen considering the food safety laws and the requirements of the customers.” 

Another change that I see is in the bird size. Earlier, birds used to weigh around 22 pounds, but now it has increased to over 50 pounds. There have been vast changes in technological advancements, too. We now have technology assistance, such as a network of computers to troubleshoot in case there is a maintenance issue. We also have dedicated phone lines and other machinery to help us during a crisis.

What are the ways in which technology is employed in the manufacturing process at Cooper Farms?

Technology is employed in many areas of work, and in manufacturing, automation has been a significant aid. As the size variations are minimal in terms of inches in chickens, it’s easier to automate the indexing system. For turkeys, we have a different indexing system and that is also automated. Packaging is an area where automation plays a vital role. It ensures that variations are kept to a minimum, and packaging is done uniformly.

What are some of the challenges that are prevailing in the industry?

The lack of a well-thought-out contingency plan is a major challenge for any industry. In November 2002, our deli facility, where all our cooked products were manufactured, was leveled by a tornado. Thanks to the contingency planning that we had in place, we did not miss a single order. We cannot predict catastrophes like a flood, power outages, or the spread of disease in the case of the poultry industry. Contingency planning seems like a waste of time till you need it. It is essential to think ahead to deal with this challenge.

What are the factors of growth that you have been noticing in the industry lately?

The most recent changes that have been of significance are in the pet food space. The pet food manufactured is made of human-grade pet food materials, and they are chosen considering the food safety laws and the requirements of the customers.

We make sure that no boxes are left unchecked when it comes to food safety. Constant attempts to improve food safety have been taken by all of us in the poultry industry, where no one is trying to out-compete anyone. It’s a healthy space, and we work very openly. There is a tremendous amount of research going on to ensure better safety measures to offer the best products to customers.

What is your advice for the young professionals in the field?

Learn from a comprehensive set of mentors, as they can help you navigate through the challenges in the industry. The immense experience they possess can be of great help. Information is passed on very rapidly today, and make sure that you continue to find and learn from the data available. Being successful comes from continually learning to be better.

What areas could the poultry industry focus on to improve in the coming years?

It is important to focus on contingencies because we have a very volatile food supply situation. Any disruption in that area can cause a chain reaction. We witnessed this in pet food. When there were issues with the supply system, customers were forced to switch brands. The brands with alternate supply sources and channels were able to survive these changes better. Keeping an eye out for the challenges that could arise can help you bounce back from a predicament.