The meat and poultry industry has to position itself for the future in a context of tension between several megatrends. Today, livestock farming already occupies almost half of the earth's land area. It is therefore directly affected by changes in the global climate, declining soil fertility and water scarcity. At the same time, livestock farming is also in the focus of the global trend towards organic livestock production. Consumers as well as national and international legislators expect both animal welfare and fair working conditions to be prioritized and made transparent throughout the production chain. Last but not least, consumers expect innovative and individualized final products that are quickly available in high quality and at reasonable prices. The industry must respond to these challenges with effective, integrated concepts that integrate targeted innovations, high process excellence, optimized production throughout the chain from farmland to plate, and sensible use of technology.