The award ceremony was attended by government officials and strategic partners, including Governor Pamela “Pam” Baricuatro, who made a point of being present, and Joey Bacalla, the farm’s owner. Also in attendance was J. Signey, a representative from Global Food Partners, the organization that provided technical and strategic support during the certification preparation process.

The Certified Humane® seal is granted to producers who meet strict international animal welfare standards. In the case of Ilaya Cage-Free Egg Supply, this means raising hens cage-free, with adequate space to express natural behaviors, providing a 100% vegetarian diet with no preventative antibiotics or growth promoters, and ensuring low-stress handling with exemplary sanitary conditions.

These requirements are verified through independent audits based on scientific evidence, reinforcing the credibility and trustworthiness of the certification.

By meeting globally recognized standards, the farm positions itself competitively to serve demanding markets and consumers who are increasingly attentive to the origin and production methods of their food.

For the province of Cebu, this is also a concrete example that it is possible to combine economic success, sustainability, and respect for animal welfare. As Governor Pam Baricuatro highlighted, this achievement paves the way for other farms to adopt more responsible practices and benefit from the advantages of ethical production.

The certification process was the result of collaborative work between the farm team, animal welfare specialists, and Global Food Partners, which assisted in adapting facilities, training staff, and implementing the good practices required by the seal.

This joint effort shows that with technical guidance and commitment, it is possible to implement international standards even in local production contexts.

Ilaya Cage-Free Egg Supply’s achievement reinforces the expansion of Certified Humane® in Asia and the growing interest of producers in the region to adopt more humane and sustainable practices.

From now on, Filipino and international consumers will be able to find eggs bearing the Certified Humane® seal, with the assurance that they were produced with respect for animals, the environment, and the consumer.

Asian companies willing to keep up with the changes in the increasingly animal welfare-conscious consumer market are embarking on the process of acquiring certification that attests to the responsibility of farms and ranches that work with the ethical and humane rearing of species, from birth to slaughter.

This business strategy is in line with a new way of dealing with products and services available in the market. Asian consumers are willing to pay more for products that they perceive to be safer and more ethical.

And, on the other hand, products with the animal welfare label offer a competitive advantage in a scenario where quality is a decisive factor.

Therefore, prioritizing animal welfare in production is a market opportunity in Asian countries.

Business strategy

Animal welfare certification is often associated with higher standards of quality and food safety. 

By meeting growing demands for transparency, quality and environmental responsibility, farms and companies can build a solid reputation with consumers who have new standards and expectations for the consumption of animal products.

The challenges of animal production in Asia is that they still involve a lack of clear regulations in some countries and more effective investment policies for the sector. 

However, opportunities to access premium markets, improved company reputations and alignment with consumer expectations are driving this change. 

This movement has accelerated the response of producers who are willing to adapt their way of raising animals by modernizing processes, and implementing practices that take into account the animals’ natural behaviour.

Countries such as Thailand, Vietnam, India, Indonesia, Singapore and Malaysia are on the path of this expansion in the production chain. Among the reasons that have accelerated this market transformation in Asia are:

International standards

Many producers in these countries are beginning to adopt international animal welfare standards through globally recognized certifications.

Better production conditions

Adoption of better conditions for breeding, transporting and slaughtering animals, with guaranteed access to adequate water and food and the implementation of less stressful practices during handling.

Pressure from export markets

In order to supply the European Union and the United States, producers need to meet strict animal welfare standards. Certification has become a requirement to remain competitive in these markets.

Multinational

Global food companies have sourcing policies that demand animal welfare standards and more ethical farming practices, especially from Asian producers.

Human and animal health

Good animal welfare practices are associated with reduced illness in humans and animals, and less use of antibiotics and other medicines.

Transforming animal production in Asia

By combining the motivations, benefits and demands of the domestic and international markets, the adoption of animal welfare certification by companies in Asia has had an impact on business results on the continent.

Some of the certified producers who have expanded their sales and modernized their production through the Certified Humane® program include Beindy in Thailand, Emivest Animal Feed Mill in Vietnam, the award-winning Happy Hens Farm in India, and others in Indonesia, Singapore and Malaysia.

What they all have in common is the premise of innovation and sustainability that is part of the Certified Humane® commitment. 

To find out how these certified farms and ranches are expanding this sector and what the results of the certification program have been in each of them, access our complete materials.

Click here and download it for free. 

And if your company is looking to add value and access markets that prioritize ethical practices, traceability and animal welfare, Certified Humane® certification is the right way to strengthen your role in responsible agriculture in Asia and around the world.

The company recently launched India’s first cage-free training facility in the town of Perambalur, in the southern state of Tamil Nadu. They expect to train more than 1,000 farmers annually. 

The training facility will enable farmers to use recognized animal welfare practices, which have an impact on egg quality.

Premium products

Happy Hens Farm has also invested in creating product lines aimed at specific consumer needs. 

The Fola+ Eggs line of premium free-range eggs is developed using a chicken feed enriched with special nutrients. According to studies, this diet increases vitamin B9, also known as folate, in the eggs of birds that consume this supplement.

The product acts on the health of red blood cells and the increased production of proteins, and is especially suitable for children and pregnant women.

Recognition

Highlighted by Forbes for its significant growth, Happy Hens Farm was recognized internationally in 2024 with the Good Egg Award from Compassion in World Farming (CIWF), in the Good Egg category. 

The company is the first group in the Indian poultry industry to receive this title for its work in reviving traditional and ethical practices in egg production. Through training programs, the company has promoted better job opportunities, healthier food and greater animal welfare. 

The CEO of Happy Hens, Manjunath Marappan, highlighted that the award is a reflection of the collective effort and passion of the entire team in sharing knowledge and sustainable practices.

“Receiving the Good Egg Award is truly an honor. This recognition inspires me and many farmers in India to continue promoting a positive farming environment for chickens, which impacts on higher quality for consumers,” he added.

Impact on the local economy

As well as offering training and market support, Happy Hens Farm works with native breeds of hens, which are better adapted to life outdoors. 

The cage-free egg production model is less intensive than the industrial one, allowing small farmers to keep up to 3,000 birds on their farms, compared to 20,000 in industrial environments.

The company has also generated consistent income for local farmers. A farmer with 300 chickens can earn around 10,000 rupees a month (around US$117), a significant income in India.

Manjunath Marappan points out that 100% of the eggs produced are sold, thanks to the adoption of an innovative program called cage-free credits.

Held at the Georgia World Congress Center in Atlanta, this event brings together leading producers, experts and companies in the production chain to discuss innovations, sustainability and the trends that are shaping the future of farm animal production.

We will be located in hall B, stand 34000, ready to welcome visitors and share how the Certified Humane® program is helping to transform the animal production industry worldwide. 

At our booth, you will have the opportunity to talk to experts, understand more about the benefits of certification and discover how it can add value to your production.

What is IPPE and why is it important?

IPPE is one of the most important events for the poultry, meat and processed food sectors. With thousands of exhibitors and participants from different countries, the event is a unique platform for exploring innovations, expanding knowledge and strengthening connections in the sector.

The fair offers a rich agenda of technical talks, expert panels and exhibitions of cutting-edge technologies. It is the ideal space for producers who want to keep up to date with the best practices in the market, with a focus on sustainability, efficiency and innovation.

Certified Humane® recognizes the importance of IPPE as a catalyst for positive change in the industry and is proud to be part of this globally impactful event.

What to expect at the Certified Humane® stand?

At our booth, you will find:

Information about certification: learn about the strict criteria and benefits of the Certified Humane® program, which promotes animal welfare practices in line with global demands.

Conversations with experts: our team, including professionals such as Dr. Rosangela Poletto, will be available to answer questions, share insights and discuss customized solutions for your production.

Educational materials: find out how certification can help your company meet the expectations of increasingly conscious and demanding consumers.

Success stories: learn about examples of certified producers who have transformed their operations, improving product quality and expanding their market reach.

How does Certified Humane® certification benefit your production?

Certified Humane® is more than a certification; it is a commitment to responsible practices that guarantee animal welfare and add value to products. 

With consumers increasingly concerned about the origin of the food they eat, certified products stand out as ethical and high-quality options.

By visiting our booth, you’ll have the chance to understand how certification can:

Increase competitiveness in the global market: certified products are more widely accepted in markets that prioritize sustainability and social responsibility.

Improve productivity and quality: animal welfare practices result in healthier animals, which has a direct impact on production efficiency.

Strengthen brand image: companies that adopt certification demonstrate a commitment to ethical values and environmental responsibility.

Important details for your visit

Our stand is located in hall B, stand 34000. To make it easier for you to get there, you can access the interactive map of the event and find our location directly via the link: click here.

Make sure you include a visit to our booth in your planning for IPPE 2025. We look forward to welcoming you, sharing knowledge and exploring how we can collaborate to transform animal production.

The article explores how innovative initiatives, such as Happy Hens Farm, led by Manjunath Marappan, are transforming the sector with greater animal welfare and sustainability. Check out the article: 

Manjunath Marappan, founder of Happy Hens Farm, recalls the days when all chickens in India were cage-free, like those raised by his grandmother, who scratched for grain and worms in the backyard. 

However, since the 1980s, egg production in the country has changed. 

The increased demand for eggs and chicken meat led to an industrialization of production, concentrating it in small, confined spaces where the hens lost their freedom.

A return to their roots

Marappan believes that this transition has resulted in significant losses for consumers and producers. For him, reviving more traditional and ethical practices brings benefits such as better job opportunities, healthier food and improved animal welfare. 

Motivated by this vision, Marappan and his partner Ashok Kanna founded Happy Hens Farm in 2015, where all the chickens are free-range and live in a more natural way, with beaks and wings intact.

In 2024, Happy Hens Farm was internationally recognized by being presented with the Good Egg Award by Compassion in World Farming, making it the first Indian company to win this honour. 

Today, several farms in southern Indian states are part of its network, bringing together experienced and novice farmers who share knowledge and sustainable practices.

Impact on the local economy

As well as offering training and market support, Happy Hens Farm works with native chicken breeds, which are better adapted to life outdoors. 

The cage-free egg production model is less intensive than the industrial one, allowing small farmers to keep up to 3,000 birds on their farms, compared to 20,000 in industrial environments.

The company has also generated consistent income for local farmers. A farmer with 300 chickens can earn around 10,000 rupees a month, a significant income for small producers. 

Marappan points out that 100% of the eggs produced are sold, thanks to the adoption of an innovative program: cage-free credits.

What are Cage-Free Credits?

Launched by Global Food Partners, this system allows food and hospitality companies to offset the use of conventional eggs by directly supporting farms that produce eggs with animal welfare certification. 

Companies such as Unilever and Krispy Kreme have already joined the program, which connects buyers with producers in remote areas.

The program works like this: if a company is in a location where cage-free eggs are not available, it can pay Happy Hens Farm the difference between the price of conventional eggs and welfare-certified eggs, directly encouraging sustainable production.

Challenges and opportunities

Although there are challenges, such as predators and a higher risk of disease in open environments, Marappan believes that the model is viable and scalable. 

He sees cage-free credits as a short-term solution to create capacity and infrastructure, allowing for a gradual transition to a cage-free market.

The future of eggs in Asia

As more companies commit to global animal welfare goals, the demand for cage-free eggs is expected to grow. 

According to the CEO of Global Food Partners, Elissa Lane, Asia is an emerging market in this movement, with notable progress in countries such as China, Thailand and Indonesia.

Although cage-free credits are still a new concept, they have the potential to revolutionize egg production by encouraging ethical and sustainable practices, such as those at Happy Hens Farm, which is certified by the Certified Humane® seal, recognizing its high animal welfare standards.

Mini event with Global Food Partners

One of the great moments was the mini event organized in partnership with Global Food Partners, where we discussed sustainable and ethical practices in poultry production. We would like to thank the professionals Crysel Garg and Parizad Baria, whose impeccable organization made the event a success, as well as our inspector in India, Shantanu Kalambi, and HSI veterinarian Dr Vineeta Poojary, for their essential support. This meeting, as well as the presence of this team during the 3 days of the Fair at the Certified Humane® booth, highlighted how strategic partnerships can drive significant change in the sector.

A promising scenario for animal welfare in India

With five farms already certified, India is showing a growing interest in practices that value animal welfare. During the three-day fair, chicken and egg producers, researchers and other stakeholders visited our booth to understand how Certified Humane® standards can add value to their operations. The event also revealed how ethical practices can transform production, bringing it into line with the expectations of demanding global markets.

Poultry India Exhibition highlights

1. Valuable connections: We were delighted to welcome companies such as Janardhana Rai from Pearl Eggs and Mathavan from Happy Hens, examples of producers who are already leading the transformation of Indian poultry farming with practices aligned with animal welfare.
2. Public interest: The Certified Humane® stand attracted a great deal of attention, with many producers interested in understanding the economic and social benefits of certification.

The impact of Certified Humane® on Indian poultry farming

Poultry farming in India is marked by innovation and resilience, and our participation in the event reinforces Certified Humane®’s commitment to promoting responsible practices. Certification not only improves the lives of animals, but also gives producers a competitive edge by connecting them to national and international markets.

Next steps: expanding our impact

Our work in India has only just begun. With a growing demand for ethically and sustainably produced food, we will continue to support local producers interested in implementing our animal welfare standards. We are confident that, with dedication and collaboration, the number of certified farms in the country will continue to grow.