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 and 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.


Since 1923, Aviagen® has established itself as the world’s leading poultry breeding company, developing pedigree lines for the production of commercial broiler chickens under the Arbor Acres®, Indian River®, and Ross® brand names. The Rowan Range® and Specialty Males® are specialty breeding stock from Aviagen that offer greater flexibility for customers to meet specific or niche market requirements. The company is based in Huntsville, Alabama, USA with a number of wholly-owned operations across the United Kingdom, Europe, Turkey, Latin America, India, Australia, New Zealand, and the U.S., and joint ventures in Asia. Aviagen employs more than 3,900 people and has a distribution network serving customers in 130 countries.

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. For more information please visit or call 604-850-1854.

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 or contact our head office located in Mitchell, Ontario (800) 265-1763.

Boehringer Ingelheim Animal Health is a world’s leading animal health company. We are a forward-looking company with a proven track record, producing pharmaceutical products and vaccines for livestock, pets and wildlife. We’re at the cutting edge of product development and innovation, providing millions of doses world-wide annually to keep livestock and pets healthy. In poultry production, good performance is a direct result of healthy flocks. Birds must function well on every level, particularly in the immune, respiratory, digestive and reproductive systems. A variety of infectious and non-infectious agents may affect bird health, causing losses in meat and egg-production. Protecting the bird from these agents begins by building a solid immune foundation and shielding the vital organs of the bird. Boehringer Ingelheim Animal Health Canada’s avian vaccines will help establish barriers along the most common pathways for infection by avian pathogens. Our vaccines protect against respiratory, enteric, and Bursal diseases as well as diseases that may affect egg production capacities. Boehringer Ingelheim Animal Health always recommends when using our vaccines, that the chickens be maintained under good environmental conditions and that exposure to disease viruses be reduced as much as possible. Boehringer Ingelheim Animal Health’s global network of veterinarians and avian health experts bring the knowledge and experience to help today’s poultry producers make smart, science-driven decisions about vaccine choices, diagnostics, equipment and more. Please visit for more information.

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 at 1-800-561-2474

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. We are a team of poultry veterinarians, technicians and analysts 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, the BC Euthanasia course, and Managing Metabolic Heat©. Contact: Dr. Stew Ritchie, Dr. Lindsay Kehler or George Jacob at 1-877-449-3447 or

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,<>. Ceva brings you a full set of vaccine solutions to face disease challenges in broilers, layers, breeders and in turkey production. Ceva offers the broadest range of disease protection with vector vaccines in the world as well as a deep portfolio of traditional vaccines including conventional live attenuated and inactivated vaccines. Vectormune ® vaccines have been proven highly effective in billions of birds around the world providing protection against the broadest combination of avian diseases. They provide advanced protection against disease through: Less vaccination: Vectormune ® vaccines induce a long-lasting response so there is generally no need for revaccination in the field which reduces labour cost. No viral shedding: The novel technology utilized in Vectormune ® vaccines eliminates the risk of seeding the environment with viral agents that could lead to uncontrolled infection in the house.Improved safety: By providing protection without rolling reactions or shedding, Vectormune ® vaccines help promote poultry health by reducing the number of agents the flock “sees” throughout the production process. Ceva’s veterinary technical services staff works hand in hand with our customers to ensure the health of their flock and we support our products with innovative equipment. These factors combine to make Ceva a world-wide leader:#1 in the world in immune complex technology,#1 in the world in Gumboro vaccines,More than 1000 licensed poultry biologicals worldwide.</>

Chicken Farmers of Canada is responsible for ensuring that Canada’s 2,800 chicken farmers produce the right amount of fresh, safe, high-quality chicken and that farmers’ views are taken into account when important agriculture and policy decisions are made. Our directions and policies are determined by a 15-member Board of Directors comprised of farmers appointed by the provincial chicken marketing boards. Non-farmer directors — one from the restaurant industry, another from the further processing industry, and two representing the processing industry — are appointed by their respective national associations. This way, Chicken Farmers of Canada and its stakeholders work together on behalf of Canada’s chicken industry, from farmer to consumer. For more information, please see and

Chr. Hansen Inc. was founded in 1874 by the Danish pharmacist Christian Ditlev Ammentorp Hansen. Since then, Chr. Hansen has continued to revolutionize and set the standards for manufacture of microbial solutions for poultry. We believe that microbial challenges require microbial solutions. With that in mind, we are the owner of one of the world’s largest commercial collections of bacteria, numbering more than 25,000 strains. We believe in the value of research, and that’s why the majority of our product innovations stem from our strong platforms in bioscience technologies and in-depth understanding of the needs in the poultry industry. Through that knowledge, we enable producers and farmers to boost their efficiency and profitability, while meeting all regulatory requirements for safety, stability, and reliability. Contact : John Dickerson: Regional Sales Manager, Poultry,

DSM Nutritional Products, LLC is one of the world’s leading suppliers of vitamins, carotenoids, eubiotics and feed enzymes to the global feed industry. With 48 premix plants strategically located around the world, we are able to provide our customers with products and solutions that help them succeed in a dynamic and ever-changing global market, enhancing both profits and environmental sustainability. Our alliance with Novozymes, the largest enzyme producer globally, has allowed DSM to maintain the lead position in all key feed enzymes (phytase, NSP, protease). We are uniquely involved in all three steps of the value chain: the production of pure active ingredients, their incorporation into sophisticated forms, and the provision of tailored premixes. Being the only fully integrated player allows DSM to differentiate itself all the way through the value chain. DSM proudly sponsors Platinum Brooding. We feel strongly that following the principles of Platinum Brooding allows producers to maximize their profitability and want to ensure the effective delivery of this critical message through the program and courses. Contact: Dr. Thomas Frost, Director of Nutritional Solutions.

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. Please also take a moment to visit the Idexx Learning Center site at . Contact: Please call/email Kristen Roza-Sutherland, DVM at +1 207 321 9812 or

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: Ken Long – Sales Director North America – Email: Mobile: 1 404 434 7303. Christian Jordan – V.P. of Sales and Marketing – Email: Mobile: 1 937 231 1313.

For more than 20 years, the Jones-Hamilton Company Agricultural Division has brought research-backed solutions to poultry producers around the world as the knowledge leader in all matters related to pH. Jones-Hamilton, who has produced and distributed chemicals and compounds since 1951, launched their flagship agricultural product PLT® litter amendment in the 1990s. PLT has become the industry-leading solution for successfully growing birds on built up litter. Its ability to eliminate ammonia and lower litter pH for a more favorable litter ecology allows birds to optimize their genetic potential. Jones-Hamilton is a proud sponsor of the Platinum Brooding Program, working to educate poultry producers on house management best practices including litter management and water acidification. Contact: Blake Gibson, Business Development Manager,

Overseen by Dr. Stewart Ritchie, Dr. Lindsay Kehler, Mike McIlwee and support staff, S. J. Ritchie Research Farms Ltd. (SJRRF) is a poultry research trial facility and licensed producer of broiler chicken in British Columbia, Canada. Certifications include Platinum Brooding®;Safe, Safer, Safest, On-Farm Food Safety Assurance Program (OFFSAP), BC Poultry Biosecurity Program, Animal Care Program, and CPC Poultry Euthanasia Accreditation. 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: Dr. Stew Ritchie, Dr. Lindsay Kehler or George Jacob at 1-877-449-3447 or

Zoetis is a global animal health company dedicated to supporting customers and their businesses in ever better ways. Building on 60 years of experience, we deliver quality medicines and vaccines, complemented by diagnostic products and genetic tests and supported by a range of services. We are working every day to better understand and address the real-world challenges faced by those who raise and care for animals in ways they find truly relevant. Our name, Zoetis (zō-EH-tis), has its root in zo, familiar in words such as zoo and zoology and derived from zoetic, meaning “pertaining to life.” It signals our company’s dedication to supporting the veterinarians and livestock producers everywhere who raise and care for the farm and companion animals on which we all depend. Zoetis discovers, develops, manufactures and commercializes a diverse portfolio of animal health medicines and vaccines designed to meet the real-world needs of veterinarians and the livestock farmers and companion animal owners they support.

Copyright and Trade-Marks

This website may contain copyrighted material, trademarks and other proprietary information, including, but not limited to, text, photographs, graphics, images, illustrations, audio, video and software (collectively, the “Material”) and the entire contents of this website are also protected by copyright as a collective work and/or compilation under the Canadian copyright laws, international conventions and other copyright laws. Canadian Poultry Consultants Ltd., Dr. Stewart Ritchie and Global Avian Specialists (the Organization) own the applicable copyright in the Material original to these three parties and in their selection, coordination, arrangement and enhancement of the Material. No Material shall be copied, reproduced, republished, uploaded, posted, transmitted, or distributed in any way without the Organization’s express written consent, except that you may, where possible, print or download one copy on any single computer or electronic device for your personal, non-commercial use only, provided that: i.) you keep intact all copyright and proprietary notices; ii.) you make no modifications to the Material; iii.) you do not redistribute the Material, in whole or in part, to any other person(s) or corporations; iv.) you do not use the Material to teach any course(s) or to tutor any other person(s); v.) you do not reproduce, store in a retrieval system, or transmit, in any form or by any means, photocopying, electronic, mechanical, recording, or otherwise, the Material without the prior written permission of the Organization; vi.) you do not use the Material in a manner that suggests an association with any of the Organization’s products, services, or brands; vii.) you agree that you do not acquire any ownership or other use rights by downloading any Material; and viii.) you do not post the Material on any other website All of the names, titles, logos, and designs on this website identifying the Organization’s products and brands, including any derivative and related names, titles, logos and designs, are trade-marks and the sole and exclusive property of the Institute, or its affiliates, and shall not be used without the Organization’s express written consent.