Poultry Case Study - Potter's Poultry

One of the most established suppliers in the UK egg industry relies on Calor LPG to meet its heating needs. Potter’s Poultry rears pullets for free range egg production across the country, supplying around a million birds a year.

Animal welfare, quality standards and monitoring are crucial to the success of the business along with a dependable heating system - and that, says director Justin Potter, meant talking to Calor.

‘A reliable fuel supply, available when we need it, is vital,’ he says. ‘Without it, our birds would die very quickly, and we can’t contemplate that. We see Calor as part and parcel of our operation.’

Established by Ron Potter in the 1950’s, the company operates in two main areas - the manufacture and supply of poultry equipment and the rearing of pullets for the free range egg sector. The business is run by brother and sister team Justin and Olivia Potter, supported by a team of 25 employees. There are five main pullet rearing sites in the Midlands, located near Coventry and Solihull with the biggest site at Louth in Lincolnshire.

‘We used to be a major egg producer, but we were looking for a means of diversifying into a less volatile business,’ says Justin. ‘It seemed clear to us that there was an opportunity to provide birds to the egg producers, with a focus on free range. Not only was it a growth area - and continues to grow - but we wanted to promote and to work to the highest standards of quality and animal welfare.’

As a result, around four years ago, Potter’s Poultry restructured its operation to focus on pullet production for the free range egg sector. Its birds are grown in accordance to the RSPCA Freedom Food code and to the UK Lion Marquee, both of which, says Justin, deliver confidence to the consumer and protection to the birds as well as a market opportunity.

‘British farming probably operates to the highest standards in the world, across the board,’ he says.
‘We look to operate to the spirit of the law as well as the strict letter of the law. But in addition, I’m
convinced that the consumer looks for evidence of quality and that’s why this sector will continue to
grow over the next five to ten years at least.’

In this area Potter’s Poultry has established itself as an industry leader. Birds are free to eat and drink as they wish, with food consumption, water consumption and weight constantly monitored and recorded. Weighing platforms on the floors of the houses automatically record the weight of 200 to 300 birds each day. The temperature inside the houses is constantly monitored and adjusted to provide a consistent ambient environment, with fresh air drawn in where required to provide cooling, and alarms set to alert site managers to any fluctuation.

The figures are automatically recorded and stored on computer by a specially designed software
package that allows all data to be viewed and trends monitored.

‘This means that we can prove that we are adhering to agreed standards,’ says Justin. ‘But in
addition, any health issues will quickly show up as a variation in food or water consumption, which means we can take early action, so there is good welfare benefit to the system. We know from day one, in real time, the condition of our birds.’

Potter’s Poultry also actively encourages its customers and welfare inspectors to visit the houses at any time to view data and inspect the health and well being of the flock. Its monitoring system is common across all its sites and is to be marketed to the industry as part of the ‘Potter’s Package’ in the future.

The company’s choice of heating system is similarly driven by a focus on welfare and consistency. In line with Potter’s Poultry’s focus on a common standard for all its sites, its houses, whether in Louth or Solihull, are heated by externally mounted Priva 70kW 5500 Boxer heaters, powered by Calor LPG. Recirculation fans ensure even heat distribution through the houses.

‘We’re very pleased with the service we get from Calor and the fact that they clearly understand our business and the farming sector,’ says Justin. ‘From day one we’ve had a reliable fuel supply and that’s essential. We want gas just when we need it - full stop. Calor know how we operate and are geared to supporting us.’

Reflecting the growth cycles of Potter’s Poultry’s business, LPG is ordered by the company’s Site Managers as a new flock is scheduled to arrive, with a supply arranged to support the operation through the 16 week rearing period. Calor’s flexible operation, coupled with its UK wide delivery network, ensures a fast and reliable response.

‘Calor LPG is the fuel of choice in the poultry sector,’ says the company’s Kevin Houlden.‘We’ve built an established presence on our understanding of the sector and our focus on providing a package of support that goes beyond simply the supply of fuel.’