The shortcomings of current feeding practices for meat poultry are illustrated and alternative systems discussed. These include automatic blending between high and low protein feeds at each poultry house, to deliver appropriate predetermined nutrient intakes daily. The benefits of using whole cereal as the low protein feed on gut pH, viscosity of gut contents, nutrient digestibility, litter quality and reductions in atmospheric pollution, and coccidial damage are discussed.

Comparisons between current ad-lib feeding and various developmental stages of “Automated Controlled Feeding” are made. The alternative systems lead to proper function of birds' gizzards and crops and the benefits in terms of bird health, reduced mortality and variability, improved behaviour, and feed efficiency are illustrated.

Currently available integrated management systems are described, and the principles behind a current MAFF LINK project discussed. This involves a real-time growth model that uses recorded liveweight, feed and nutrient intakes to date, to calculate the next day's nutrient intakes that will get birds back on target if they start to deviate from it.

Future developments where the objective function could include minimising costs per kg liveweight or breast meat or maximising margin per bird placed or per square metre per year are discussed.