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ChickenFacts was established in 2019 as a fact-checking service, to counter misinformation and a false narrative about aspects of the poultry industry in South Africa. Unfortunately, the most reliable source of unreliable information has been a newsletter called FairPlay, which presents itself as an independent organisation but is in reality a lobbying mechanism for the five large poultry producers in South Africa that dominate the South African Poultry Association.
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We have had to call out Fairplay several times for misrepresenting statistics and publishing misleading information. In most cases, the argument can be made that statistics can be manipulated to mean anything, and one interpretation can be as good as another interpretation.
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However, last week Fairplay went too far. In an attempt to portray their historical rivals AMIE (Association of Meat Importers and Exporters) as confused and in disarray, they told deliberate lies.
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Firstly, under the headline Chicken Importers Seem Confused, Fairplay quotes AMIE's CEO Paul Matthew as recommending a reduction of general import tariffs as AMIE was 'opposed to dumping'. In the very next sentence, Fairplay quotes Fred Hume, head of Hume International in a Daily Investor article as 'saying the exact opposite - AMIE wanted rebates only on anti-dumping duties'.
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The problem is, Fred Hume said no such thing. And Fred Hume was certainly not speaking on behalf of AMIE as he is not a member of the organisation. ChickenFacts recorded a podcast with Fred Hume two months ago where he stated exactly the same sentiments he expressed in the Daily Investor article, and nowhere has he made any statement on behalf of AMIE. You can read the Daily Investor article here.
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ChickenFacts received a request from AMIE's Paul Matthew to investigate this misinformation and was able to clarify the facts. This might seem like a storm in a henhouse, and it could also be construed as a mistake made in a hurry. But Fairplay has a history of this kind of misdirection, which is regrettable.
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With the multiple current threats against the South African poultry industry, co-operation is more crucial now than ever before. This kind of crude dishonest one-upmanship does not do anyone any favours.
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Disclosure: ChickenFacts is a sub-brand of AMIE, and was created to act as a fact-checker, a news curator and a platform for a wide variety of different voices in the poultry sector.
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Poultry Analysis 20 November 2023
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Avian flu is no longer a crisis in South Africa, but there are still a number of related issues making headlines.
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The Insider's Perspective - Consumers are Paying the Price
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The poultry industry has seen its ups and downs over the last decade with farmers and processors claiming losses due to various factors that include imports, utility hikes, load-shedding, rising labor costs and fuel hikes.
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Our podcast this week references this month's Mid Term Budget Policy Statement. Next week, we talk to Chris Hattingh about the recent AGOA meeting and its implications for trade.
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In our latest Fact Sheet, we unpack everything you ever needed to know about the AGOA agreement.
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