China’s animal husbandry sector is entering a decisive new stage. It is shifting from rapid scale expansion toward a model defined by quality, efficiency, and sustainability. Within this national landscape, Sichuan plays a pivotal role.
“As the leading province in annual pig production and a frontrunner in poultry, Sichuan carries a critical responsibility in safeguarding stable meat supply”, said Mr. Xiang Gui Yu, representative of the Sichuan Provincial Department of Agriculture and Rural Affairs. “The recently introduced ‘Ten Measures to Promote High-Quality Development of Animal Husbandry’ reflects this ambition. The initiative focuses on leveraging both domestic and international markets, strengthening and extending industrial value chains, and positioning Sichuan’s animal husbandry sector on a global stage.”
Consumer trends drive long-term competitiveness
At the same time, global market dynamics highlight the growing importance of aligning production systems with consumer expectations. Karel van Bommel, Agricultural Attaché at the Netherlands Embassy in Beijing explains: “The Netherlands offers a compelling example. Dutch consumers have demonstrated a clear willingness to pay a premium for improved animal welfare. Since 2013, the ‘Better Life’ quality label—developed by the national animal safety association ‘Dierenbescherming’ in partnership with industry and retailers—has provided a transparent, trusted framework with one-, two-, and three-star ratings.”
The results in the Netherlands have been transformative. In 2020, only 10% of poultry meat carried an animal welfare label; by 2025, that figure exceeded 90% for fresh poultry, with similar progress in pork. This shift has created value across the entire ecosystem—benefiting consumers, producers, farmers, and importantly, improved animal welfare. It underscores a critical lesson: anticipating and responding to consumer trends is not optional—it is a driver of long-term competitiveness.
LVVN Attache Karel van Bommel addresses the Industry Exchange in Chengdu
Innovation and sustainability are central to the Dutch agricultural model. These same principles are embedded in China’s latest Five-Year Plan, alongside strong governmental commitment to advancing animal husbandry practices. This alignment creates fertile ground for deeper international collaboration.
Alignment creates fertile ground for collaboration
A tangible step towards a strengthened partnership in animal husbandry approaches was the “Unlocking Innovation: Sichuan–China & Netherlands Pig and Poultry Industry Exchange,” held in Chengdu from March 29 to 31, 2026. Organized by the Netherlands Enterprise Agency (RVO) Partners in International Business program, the Netherlands Agri, Food and Technology Centre (NAFTC) and Netherlands Business Support Office Chengdu, in collaboration with the Sichuan Provincial Department of Agriculture and Rural Affairs, the Sichuan Animal Agriculture Association, and the Embassy of the Kingdom of the Netherlands in China, the event marked bilateral cooperation.
Bringing together industry leaders, policymakers, and innovators, the roadshow demonstrated how shared priorities in innovation, sustainability, and market responsiveness translate into meaningful partnerships. As China advances its high-quality development agenda, and as the Netherlands continues to lead in sustainable agricultural practices, the opportunity for collaboration is both timely and impactful.
For more insights please contact pek-lvvn@minbuza.nl