Quality assurance: a study of the primary poultry producers' perspective

Purpose - Quality assurance (QA) is considered to be a proven mechanism for delivering quality of product and service. This paper seeks to analyse how poultry producers view the benefits of the implementation of QA mechanisms in the poultry supply chain. Design/methodology/approach - Initially, an information audit was under-taken to examine the recent developments in the area of research. The second stage involved qualitative and quantitative primary research. The poultry producers' attitudes were collected by means of a questionnaire. Attitudes were studied on two occasions. The data obtained from the study was analysed by a comparison of two means and then calculating the standard error of the difference in means. Findings - This research has demonstrated that producers are primarily complying with farm assurance standards in order to maintain market access. In general, they have to date seen no other organisational or financial benefit of compliance other than continuing to supply their retail customers. Research lilmitations/implications - Limitations concerning sample size, and possible skewing of respondent responses are discussed. Originality/value - This research is of academic value and of value to those working in the food supply chain.