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An Introduction to Platinum Brooding®:
Disciplined Brooding

Managing poultry health in a constantly changing world is a theme that has received increased attention and focus from the international poultry industry, academia and governments. In the not so distant past, deficiencies in brooding were often overlooked or even tolerated. Perhaps this was associated with slower growth rates and the use of less efficient genetics. The genetic potential of the modern broiler chicken is truly remarkable. Advances in all areas of broiler production including genetics, nutrition, management and health have resulted in continuous and significant improvements in efficiencies of production.

In the current era of enhanced automation, precision nutrition, and genetic selection programs, the specific requirements of neonates are numerous and the negative impacts associated with brooding deficiencies are significant.

Deficiencies in brood management will negatively impact body weight targets, feed utilization, flock health, flock uniformity and meat yield. Additionally, deficiencies in brood management may result in increased incidence and/or severity of disease.

Brooding is so critical that detailed brooding programs have been developed and continue to be developed. One of these programs, Platinum Brooding®, revolves around the continuing education of producers and producer service persons, the establishment of accurate measurements and the thorough and accurate completion of a Platinum Brooding® checklist. The Platinum Brooding® program is now established as an important component of integrated poultry health management continuing education opportunities.

The Platinum Brooding® Program was introduced to clients of Canadian Poultry Consultants Ltd. (CPC) in March of 2001. Since then, the Platinum Brooding® class has evolved into a regular, formal, on-farm education opportunity for those who care for broiler or leghorn chicks. In Canada, the Platinum Brooding® class is held at a commercial broiler farm in the Fraser Valley of British Columbia. Formal courses and presentations are held at various other locations across North America. The Platinum Brooding® program is a “hands on” experience and gives the attendee an opportunity to review and participate in a commercial broiler setting. The material seems to make more sense when discussed and reviewed in a barn or a house or a shed. Feed, light, litter, water, air, security, sanitation all reviewed on site and in a group setting there is also an opportunity to discuss with others and learn from their own experiences in the field. These experiences also result in feeding the dynamic nature of this learning process, as there are always improvements being made.

The Platinum Brooding® program has been presented at numerous veterinary, nutritional, industry and corporate meetings over the years and has received detailed critical review by numerous experts. The program has been mandated as a new grower entry requirement by the BC Chicken Marketing Board and is supported by the Alberta Chicken Producers Board. It is also part of the Aviagen International Production School in Alabama. The Platinum Brooding® program is integrated into the curriculum of the Master of Avian Medicine program at the University of Georgia and this course is also held at the University of Arkansas and the University of Alberta. The Platinum Brooding® program is being further fine-tuned and expanded through further development of www.platinumbrooding.com and www.canadianpoultry.ca where visitors can review scholarly articles and educational content relevant to the poultry industry.

Genetic potential of modern poultry cannot be achieved without strict attention to brooding, and the Platinum Brooding® program provides a disciplined approach to this critical production period. It is now universally accepted that disciplined brooding, following the Platinum Brooding® principles, will improve most if not all production parameters with subsequent benefits to health, food safety, animal welfare, and environmental stewardship.

Dr. Stewart Ritchie
Canadian Poultry Consultants Ltd. | S.J. Ritchie Research Farms Ltd.




Aviagen Group British Columbia Chicken Marketing Board British Columbia Broiler Hatching Egg Commission The BC Hatching Egg Commission (BCBHEC) is a five person board with a Chairman appointed by Order in Council of the Government of BC and four Producer members. The BCBHEC is accountable to the BC Farm Industry Review Board (BCFIRB) and derives its authority under the BC Hatching Egg Scheme and the Natural Products Marketing Act (BC). The BCBHEC regulates the activities of 56 Hatching Egg producers in the province of BC which collectively produces approximately 8 million dozen hatching eggs annually. The BCBHEC employs 4 full time staff, two part time employees and enforces a number of programs inclusive of On Farm Food Safety Assurance Program and BC Bio-security. BioAgriMix Bio Agri Mix is a Canadian company founded by Paul Lake and three partners in 1983. Bio Agri Mix is currently the largest manufacturer and supplier of medicated feed additives, water soluble medications, cleaners and disinfectants to the Canadian livestock industry. Integral to Bio Agri Mix is our: · Granulated feed additive technology, which optimizes both product performance and human safety · Focus on Quality. Bio Agri Mix is Health Canada, FDA, HACCP and ISO 9001 approved with no product quality recalls throughout our 33 year history. We are proudly Canadian serving the Canadian livestock industry. For more information, please visit our website www.bioagrimix.com or contact our head office located in Mitchell, Ontario (800) 265-1763. CanadianBioSystems Canadian Bio-Systems Inc. (CBS Inc.) is an innovation-focused company that manufactures a wide range of products used in feed, food, industrial and environmental applications.The company was established in 1984 and is headquartered in Calgary, Alberta, Canada, with GMP+ manufacturing and warehouse locations east and west, serving customers internationally.Science Based-All of the company’s products are based on a strong foundation of research and development. Each is designed to deliver specific, clear benefits that represent safe, natural ways to improved performance, profitability and environmental stewardship.Wide Range of Top Products-CBS Inc. products are designed to provide high-quality solutions that meet all the demands of today’s marketplace.Culture of Innovation-The company’s product line-up is continually broadened with new, innovative options emerging from its research and development pipeline.Commitment to Service- All products and customer relationships are backed by a diverse team of well-qualified staff and technical support, linked to a broader network of expertise.Keeping at the Leading Edge-CBS Inc. is dedicated to working directly with customers and their industries to help them get the most out of products and stay at the leading edge, through new innovations, top products, exceptional service and science-based approaches that are second to none. Contact: Krisjan Jones 403.768.1948 kjones@canadianbio.com. Canadian Poultry Consultants Canadian Poultry Consultants Founded in 1989 by Dr. Stewart Ritchie, Canadian Poultry Consultants is on the leading edge of optimal poultry brooding and education. Canadian Poultry Consultants was previously Canadian Veterinary Nutritional Laboratories & McCausland Consulting Services. He leads a team of poultry experts dedicated to the principles of preventative management. Our team consists of Dr. Lindsay Kehler as well as veterinary technicians including Mike McIlwee and other support staff. Dr. Ritchie is the Past President of the American Association of Avian pathologists and is the creator of the Platinum Brooding® program, the Coccidiosis Prevention Planner©, and the Platinum Brooding Checklist© App and Dashboard. Contact: Dr. Stew Ritchie, Dr. Lindsay Kehler or George Jacob at 1-877-449-3447 or admin@canadianpoultry.ca. Chicken Farmers of Ontario CEVA Ceva Animal Health Poultry protein is an important food source for cultures across the globe. Protecting the global supply of high quality poultry meat and eggs to the fast growing human population is critical. This is why Ceva has made a major commitment to poultry vaccination technology. Through our poultry vaccines, equipment and services, Ceva can help protect both animal health and human health, as well as to support food safety and security. Contact Don Hanson, Poultry Business Manager, don.hanson@ceva.com Chr Hansen DSM Farm Credit Canada IDEXX IDEXX Laboratories is a scientific leader in Veterinary diagnostics, providing test kits and software monitoring systems for managing herd and flock health and productivity. With over 6000 employees throughout the world, IDEXX continues to innovate, bringing new solutions to veterinarians, universities, producers and government laboratories. Contact: Please call/email Kristen Roza-Sutherland, DVM at +1 207 321 9812 or Kristen-Roza-Sutherland@IDEXX.com. JameswayIncubator Jamesway is a global provider of industry leading and "Worry-Free" incubators, hatchers, ventilation systems and related accessories as well as facility design and automation services for chicken, duck and turkey hatcheries. Known as the company that "never lets you down", Jamesway has been selling, servicing and supporting customers for over 100 years and has a client base which numbers in the thousands in virtually every country in the world. Jamesway is a proud sponsor of the Platinum Brooding Program which enables hatchery managers to get the best yield possible for each hatch. This course has been profoundly important to brood managers since its inception in 2001. During the one day course, participants are led through the latest industry developments including the thorough, accurate and precise measurements associated with such critical factors as feed, light, litter, air, water, space, security and sanitation. Contact: Jim McKay, Director of Latin America and U.S.A. Sales jimmckay@jamesway.com. Jones-Hamilton Ag Merial Phibro Animal Health Phibro Animal Health Corporation is one of the leading animal health companies in the world and is dedicated to helping meet the growing demand for animal protein. We are a global diversified animal health and mineral nutrition company. We concentrate exclusively on animals for food production and are one of the few global companies offering a comprehensive range of animal health and mineral nutrition products. For nearly 40 years we have been committed to providing livestock producers with value-based products and solutions to help them maintain and enhance the health of their animals. We develop, manufacture and market a broad range of products for food animals including poultry, swine, beef and dairy cattle and aquaculture. Our products help prevent, control and treat diseases, enhance nutrition to help improve health and contribute to balanced mineral nutrition. Our annual net sales are more than $650 million. Our more than 1,100 employees are proud to manufacture and market our products for more than 2,850 customers around the world. We are headquartered in Teaneck, New Jersey, and have offices across the United States and around the world. Contact: Michael Foti Michael.Foti@pahc.com in Canada or Ken Bafundo ken.bafundo@pahc.com in the United States. S.J. Ritchie Research Farms Overseen by Dr. Stewart Ritchie, Dr. Lindsay Kehler, Mike McIlwee and support staff, S. J. Ritchie Research Farms Ltd. is a poultry research trial facility in British Columbia, Canada. SJRRF is a licensed producer of broiler chicken in British Columbia.(Platinum Brooding® Certified;Safe, Safer, Safest; On-Farm Food Safety Assurance Program (OFFSAP); BC Poultry Biosecurity Program; Animal Care Program; CPC Poultry Euthanasia Accredited). SJRRF conducts blind two-treatment mini-pen and two-treatment floor trials in a commercial environment to best reproduce commercial results. SJRRF also monitors off-site trials for broilers and other poultry and provides veterinary consulting services. Contact: George Jacob or Dr. Lindsay Kehler at 1-877-449-3447 or admin@canadianpoultry.ca. SKOV For more than 40 years, SKOV has been developing and manufacturing ventilation systems and farm management systems for pig and poultry producers around the world, and we are known for being the world's leading system supplier. This means we must constantly strive to develop and manufacture products that ensure optimum conditions in livestock houses for the benefit of both animals and humans. SKOV is a proud partner of the Platinum Brooding® program. Key facts about SKOV: Innovative Quality Supplier, Global And Close At Hand, Energy-Conscious System Supplier. Contact: Mikkel Birkkjær Overgaard mio@skov.dk. Zoetis Canada University of Arkansas Poultry Science University of Georgia PDRC University of the Fraser Valley