IMPACT OF RUMOURS & MYTHS ABOUT BIRD’S FLU OUTBREAL ON THE POULTRY INDUSTRY IN SOCIAL MEDIA & STRATEGIES TO ADDRESS THEM IN THE INDIAN CONTEXT
Baby Saranya S*
Undergraduate student
Rajiv Gandhi Institute of Veterinary Education and Research
Abstract
Over the course of four decades, even though the Indian poultry industry has experienced a paradigm transformation in terms of structure and operation, going from being a small backyard hobby to a significant commercial Agri-based enterprise there was short-term effects of avian influenza (AI) outbreaks in India, on poultry farmers, duck hatcheries, control costs, compensation paid to stakeholders and market reactions on own and substitute product prices and backwater tourism. The procurement risk or input risk is the largest risk that affects food supply chains globally. Since track and trace mechanisms are unavailable, mass culling or killing occurs when it is discovered. The ‘bird flu’ or ‘avian influenza’ threat that India faced in the early months of 2006 caused losses to the poultry business that exceeded INR 2200 crores. Acknowledging that this goes beyond a health concern, we investigate the risk implications of the outbreak on the entire poultry supply chain. Inadequate infrastructure and inefficient supply chains are the main characteristics of the Indian chicken business. Through the identification of risk variables, losses/gains, and mitigation measures employed by various supply chain participants, this article seeks to analyse the risks that the chicken and duck supply chain might experience in the event of an outbreak. We hypothesize that one important component that needs to be closely watched to improve supply chain visibility and resilience is the integrity of supply chain partners’ reporting of the disease outbreak to their respective upstream and downstream participants.
Introduction
Bird flu, also referred to as avian influenza (AI), is a kind of influenza that mostly affects poultry and is caused by an influenza viral infection. Although avian influenza has long existed in wild birds, the most accepted date for its recorded existence is 1878, when scientists initially distinguished a poultry illness from other.
Both domestic and wild birds can contract the highly contagious viral disease known as avian influenza. Less frequently, avian influenza viruses have also been isolated from mammals, including humans. The viruses that cause this complicated illness are classified into several subtypes (H5N1, H5N3, H5N8, etc.), and their genetic makeup is constantly changing. Although the disease is present everywhere, some locations are more likely to experience a particular subtype than others. The severity of the disease in chickens can be used to categorize the various strains of avian influenza viruses into two groups: substantial pathogenicity avian influenza (HPAI) can result in severe clinical symptoms and potentially substantial mortality rates; low pathogenicity avian influenza (LPAI) usually causes little to no clinical signs.
Movement of infected birds; farming and sale (live bird markets); wild birds and migratory routes are some of the factors that can contribute to the spread of avian influenza viruses. In birds, avian influenza viruses are shed in respiratory secretions and faeces; they can all be spread through direct contact with infected bird secretions, particularly through faeces or contaminated feed and water. Avian influenza viruses are resistant, meaning that they can survive for extended periods of time in cold temperatures; they can also be carried on farm equipment and easily spread from farm to farm.
Avian Influenza Outbreak:
In India, the states of Maharashtra and Gujarat reported the first HPAI (H5N1) outbreak in February 2006, while the state of Madhya Pradesh reported the second outbreak in March of the same year. Prior to 2012, the bulk of AI outbreaks in India were confined to the country’s eastern and northeastern states; however, after that, outbreaks were also documented in other states. Due to bird flu, India has killed 7.2 million birds since 2006 (DAHDF, 2015a,b).
The World Animal Health Organization’s most recent data indicates that there haven’t been any documented cases of H5N1 infection in humans in India since 2003 (Reuters Newspaper, 2014).
There are many studies on the effects of infectious diseases on farmer-producers’ livestock and a few common poultry diseases in India (Govindaraj, Balamurugan, & Rahman, 2016; Govindaraj, Krishnamoorthy, Nethrayini, Shalini, & Rahman, 2017; Govindaraj et al., 2015; Jeyakumari, Thirunavukkarasu, & Kathiravan, 2003, 2004; Prabu, Safiullah, & Selvam, 2004; Selvam, Thirunavukkarasu, & Kathiravan, 2004; Thirunavukkarasu & Kathiravan, 2006a,b; Thirunavukkarasu & Prabaharan, 1999, 2000). However, there are very few studies on AI, with the exception of a preliminary report by Ganesh Kumar, Joshi, Datta, and Singh (2008) on the potential effects of an outbreak that occurred in the Manipur state in 2007. The geographical uniqueness of the outbreak region, the presence of a favourable environment for virus spread, the stakeholders affected, the species of poultry raised, the density of the poultry population, the type and degree of intensification of the poultry sector, socioeconomic factors, disease prevention and containment measures, and the response of farmers, traders, consumers, and other stakeholders all influence the magnitude and scope of the effects of any AI outbreak. Furthermore, the length of the impact assessment period (short or long run), the stakeholders, and the cost components considered all affect how robust the estimates are. Therefore, it is crucial to produce impact evidence at the micro level, particularly if the disease manifests in a distinct and diverse environment.
Recently, in India, AI outbreak was reported in Kuttanad region of Kerala during 2014. The Animal Husbandry Department, Government of Kerala, swiftly acted and notified the AI (H-5 category) after testing the representative samples and taken action for prevention, control and containment as per national action plan on bird flu. The stepwise actions in the plan include identification and designation of the infected zone (up to 1 km radius of the confirmed case) and surveillance zone (1–10 km); absolute ban on movement of poultry from and to the infected area; closure of poultry and egg markets; restriction of movement of persons and vehicles in the infected areas; and depopulation of birds in the infected zone, destruction of contaminated materials, etc. (DAHDF, 2015a,b).
Many parties were impacted by this outbreak, but the duck farms were the main ones. Other nearby broiler chicken and backyard native poultry farms also suffered greatly financially.
In addition to the farmers in the culled zone, other poultry farmer-producers also suffered losses as a result of the sharp decline in pricing and general decline in consumer demand for ducks and other poultry products as a result of zoonotic fear. Along with downstream stakeholders like consumers and poultry traders, the outbreak also had an impact on upstream industry including hatcheries, feed, pharmaceuticals, and medicines. The boat cruise services and related industries including transportation, lodging, and entertainment were also impacted because the AI outbreak region is well-known for its backwater boat tourism. The government spent a significant sum of money on extensive bird culling and disposal of dead birds, as well as surveillance and monitoring of humans and poultry, in an effort to contain the disease.
In November and December of 2014, reports of the enormous duck deaths surfaced from the Kuttanad region of Kerala (Purakkad, Thalavady, and Chennithala villages in Alappuzha district, and Aimanam and Vilakkumaram villages in Kottayam district) (OIE, 2014; The Indian Express Newspaper, 2014). Following confirmation by a laboratory, the outbreak was initially reported in Aimanam village on November 25, 2014, and subsequently in neighbouring areas. Containment measures were then put in place. The outbreak, which affected 18,554 instances, lasted until December 9, 2014, according to the report. The Animal Husbandry Department of the Government of Kerala ordered the culling of all poultry birds within a one-kilometre radius of the outbreak area because the Kuttanad region has backwaters that connect to the inner heartland, making it more likely than other regions for the disease to spread quickly.
In order to respond to and contain the outbreak, teams from the Animal Husbandry and Health Departments organized the Rapid Response Force (RRF), which resulted in the culling of 0.277 million chicken birds from 288 farms inside the outbreak districts.
Due to Kuttanad’s low lying terrain and year-round flooding, the main challenge encountered throughout the culling and containment operation was where to dispose of the killed birds.
Moreover, the Department of Health & Family Welfare, Directorate of Health Services, Government of Kerala, took preventive measures to safeguard against the potential spread of AI to humans through constant surveillance and monitoring through the Primary Health Centers and the Accredited Social Health Activists (ASHA) workers. The District Medical Offices organized health teams and visited 88,128 houses in all 14 districts, examining 331,143 people (International Business Times, 2014). Intensive awareness programs were also launched in a 10 km radius around the affected zone for the farmer-producers, employees dealing with duck meat and its products, and the general public.
Some myths about bird flu:
The following are a few avian flu myths which includes that bird flu can be contracted by consuming poultry or dairy products, wild birds can infect you with bird flu, dead birds can transmit the avian flu virus, bird flu can be acquired via markets that sell live birds.
However, it’s not possible to get bird flu from eating fully cooked poultry or pasteurized dairy products, crows and sparrows, two common backyard and park birds, do not pose a significant threat to humans or agricultural animals when it comes to bird flu viruses. No human cases of avian flu have been reported from deceased birds. If you are visiting a country where there has been a bird flu outbreak, you should not go to these markets.
The global impact of avian influenza-Economic consequences
“Avian influenza can kill entire flocks of birds, so this causes devastating losses for the farming sector”-Dr. Keith Hamilton, Head of the WOAH Preparedness and Resilience Department
Avian influenza epidemics can have serious effects for the poultry industry, the health of wild birds, farmer’s livelihoods as well as international trade.
Farmers may see high mortality rates in their flocks, frequently approaching 50%.
Because the chicken industry requires a lot of labor, job losses in developing nations can be substantial. To stop epidemics, healthy birds are frequently put down, endangering the wellbeing of people and animals as well as wasting protein and having negative economic effects.
The international trade of live birds and chicken meat is restricted due to the existence of HPAI. This may have a significant effect on national economies.
Action plan for prevention, control and containment of Avian Influenza:
pre-outbreak preparedness, which includes:
- General Preparedness- Assessment of logistics, training/ capacity-building of the key-persons, who are likely to be involved in the operations needs to be done well in advance before the outbreak is confirmed.
- Surveillance –All the States/UTs would follow the surveillance plan devised by the Government of India. Surveillance (Active and Targeted) therefore, includes both migratory birds and poultry with special emphasis on ducks, live bird markets, international borders and wetlands. Clinical, virological and sero-surveillance are equally important. The samples need to collected, packed and shipped scientifically.
- Obtaining results of Diagnostic Tests-The NIHSAD, Bhopal would also send a copy of the test report to the Chief Secretary of the state concerned, if the samples are found positive for Avian Influenza.
- Co-ordination among various stakeholders- Control operations require coordination of activities of several agencies at district level under the supervision of District Collector/Commissioner. The various agencies have to play their role.
- Availability of Legislative Framework- The Government of India has enacted an Act namely “The Prevention and Control of Infectious and Contagious Diseases in Animals Act, 2009’’ which has come into force in all the States/ UTs. The States have been empowered to take necessary action to appropriately deal with disease situations.
- Stocking and Sourcing of Equipment/ Instruments/ Machinery etc. required for conduct of operation- The States need to maintain reserves of various items like equipments/materials such as PPEs, Disinfectants, Vehicles, Foggers, Spray Machines, JCB, Gunny Bags etc.and determine source of supply in case of an emergency, ensure ability of suppliers to provide equipment/ materials throughout an outbreak as-per-requirements and finalize procedural and financial formalities well in advance.
The actions to be taken if an outbreak of Avian Influenza is suspected, viz: visit of CVO/DAHO to the site immediately on receipt of preliminary information, providing of diagnostic kits for Veterinary Officers/Disease Investigation Officers (DIO), use of PPE, Preliminary and clinical investigation by DIO, collection of samples and dispatch immediately for confirmation, immediate reporting to all concerned, Identification of “Alert- Zone, restrictions to be enforced at the site, and in the Alert-zone pending receipt of test results and naming a veterinary officer as “Designed Officer”
The actions to be taken to handle a confirmed outbreak of Notifiable Avian Influenza (NAI):
- Notification of Outbreak-The State would notify the disease and immediately carry out all control and containment measures after getting the positive report for the samples from NIHSAD, Bhopal.
- Launch of a Containment Operation- This includes Establishment of a Control Room, Procurement of Logistics (PPEs, Disinfectants, Vehicles, Foggers, Spray Machines, JCB, Gunny Bags etc.), Deployment of RRTs, Health Check-ups, Anti- viral drugs etc.
- Demarcation of Surveillance & Infected Areas and Actions to be Taken – The area within one km from the site of confirmed AI will be designated as “Infected Zone”. Rest of the area within 10 km is the “Surveillance Zone”. The State government, in consultation with the Government of India may change the radii of the infected zone by one more km each, maximum up to 3 km., if the foci of infection / mortality are scattered over a larger area. In such a case, the culling zone will be extended to one km radius from the new site of infection without notifying the disease again. Further/more occurrence of AI, if any, beyond 3 km. radius of this limit will require to be notified as a fresh/new outbreak.
- Absolute Ban on Movement of Poultry: Absolute ban on movement of poultry, closure of poultry and egg markets/ shops, restrict access to wild and stray-birds, restriction of movement of persons & vehicles, destruction/culling of birds in the infected zone, disposal of dead birds, destruction of infected materials, cleaning and disinfection of farm premises and farm implements (commercial and backyard Poultry), implementation of the Post Operation Surveillance Plan (POSP), declaration of freedom status and repopulation of birds in the infected zone etc.
- Compensation for Culling –The farmers are compensated for the loss of birds culled at the fixed rates. Re-stocking of birds in culling zone: will be done after three months of issue of sanitization certificate of an outbreak on completion of POSP.
Other actions like Education and Communication campaign on Avian Influenza and the advisories on biosecurity and hygiene, Guidelines for zoological parks, guidelines for establishment of avian influenza free compartment in the country.
Conclusion:
The preventive action of regular testing and insistence of disease-free certification from migratory duck flocks and regular screening of domestic flocks and hatcheries in the migratory bird flyways of backwater regions might help in timely detection and control. Undoubtedly, the control and surveillance cost need to be borne by the central or state governments and possibility of sharing with other stakeholders is limited in developing countries like India, as majority are low-income poultry keepers. Further, stressing on cost sharing will discourage the disease reporting and may end up in wider disease spread and ripple effect on other sectors as the disease is zoonotic and public health importance. The methodologies and associated variables considered in this study for assessing the economic impact of the AI outbreaks may be used for future assessments, if it is relevant for the study environments.
References:
Department of Animal Husbandry, Dairying & Fisheries (DAHD&F), Government of India (2012). Basic Animal Husbandry and Fisheries Statistics, 2014. Available at http://dahd.nic.in/ (accessed 6 March 2015).
Department of Animal Husbandry, Dairying & Fisheries (DAHD&F), Government of India (2015a). Status of Avian Influenza in India. Available at http://dahd.nic.in/ (accessed 21 March 2017).
Department of Animal Husbandry, Dairying & Fisheries (DAHD&F), Government of India (2015b). Action plan of Animal Husbandry for Preparedness, Control and Containment of Avian Influenza, Available at http://dahd.nic.in/sites/default/files/Action%20Plan%20-%20as% 20on23.3.15.docx-final%20%208.pdf (accessed 5 January 2017).
Ganesh Kumar, B., Joshi, P. K., Datta, K. K., & Singh, S. B. (2008). An assessment of economic losses due to Avian Flu in Manipur State.
Agricultural Economics Research Review, 21, 37–47.
