Why is Avian Influenza (or Bird Flu) Making Media Headlines

Avian influenza, while clearly identified as a major threat to the poultry industry many years ago, became a prominent issue for the industry during the second half of 2005. Why was this so? Not because the threat of chickens becoming infected with avian influenza had increased. Rather, it was because of the very public announcement at the highest international level, i.e. the World Health Organisation, that an influenza pandemic was likely to develop from the H5N1 strain of avian influenza which has become endemic in a number of Asian countries and that such a pandemic could claim the lives of millions of people. The media reported this threat extensively and when the H5N1 virus appeared in a number of countries on the way from South-East Asia to Europe, the public concern reached a peak in late October 2005.

While it is not up to the poultry industry to make statements about the likelihood and potential severity of the next influenza pandemic, it is of great concern to us that there is substantial confusion about the nature of the threat. In particular, people do not distinguish between avian influenza, which is a bird disease, and the potential human influenza pandemic, which is a different disease, not in existance at present, spreading from humans to humans and not involving poultry at all. Nevertheless, the fear generated by the human influenza pandemic is largely transferred to a fear of avian influenza, or bird flu, despite the fact that infection of people with the avian influenza virus is extremely rare. This is well demonstrated by noting that over the past two years an estimated 3000 people died from normal influenza in Australia alone, while over the same period about 70 deaths as a result of avian influenza were reported worldwide.

Thus the greatest concern for the industry is how to manage a likely overreaction against consumption of poultry meat and eggs should avian influenza be found in Australia. The same misguided reaction against consumption of poultry products would be likely in the case of a human influenza pandemic even though in either case, eating properly prepared chicken meat remains as safe as ever.

We are confident that an outbreak in Australia would be dealt with swiftly and successfully, as was the case in the past five instances over the last 30 years. The preparedness was tested during a three day simulation exercise, code-named Eleusis ’05, in late November 2005. This national exercise, which was over 12 months in planning and preparation, in particular issues related to an outbreak of a zoonotic disease, i.e. a disease that not only infects animals but can also infect humans.

Communication with all stakeholders is important and becomes absolutely essential in the case of an emergency. The simulation exercise certainly demonstrated this and pointed to a number of areas where improvements can be made. A full report with recommendations is currently being considered by the relevant agencies before being submitted to the relevant Ministerial Council.  It is expected that the report will become publicly available in about May 2006.  We will notify our readers when this has happened and will provide access to the report through our website.

The above text is an updated extract of an article originally published in the Poultry Industry Yearbook 2006

ACMF has developed a print ready pamphlet for consumers and has made it available to processors and other members of the industry for distribution and adaptation for their own purposes.

Downloading retailer pamphlet on AI: AI, it's not in your food.

Additional information is available in our Animal Health pages and also under FAQs

For relevant internet sites, look on our Link Page for both Australian and International sites.  The BBC's AI website is particulary comprehensive and readable.