Poultry World is proud to announce that it is organizing a seminar at Eurotier 2024 on Sustainability and Welfare in poultry production. These topics are all encompassing and include care for the environment, the birds, animal welfare, food safety and security and also for the all-important economics. However, not every element works together without a hitch. Improving sustainability and welfare in poultry production means not only reducing costs and maximizing productivity but also a focus on bird health and welfare and other societal concerns. Getting the balance right is key. Societal demands can be a strong driver, but production aspects need to be kept in mind as well. Consumer demands mainly focus on food safety and animal welfare, but improving health and performance make the real difference when it comes to impact on both birds, planet and profit.