In Australia, chicken consumption has reached new heights, with people eating about 50 kilograms each year on average.

To meet this soaring demand, Butcher Serge Cancado sells a tonne of chicken daily, reflecting a five-fold surge in chicken consumption over the past half-century.

“The demand is going up every week,” Cancado mentioned.

But it’s not just dining tables where the protein has become a staple, with international money markets also eyeing off Aussie chicken.

“Global money is already looking at Australian chicken production,” Whitehead said.

“[It’s] highly efficient on a global basis, it’s a very safe meat and it makes, of so many agricultural options, a very good investment.”

The cost efficiency of the meat means it’s quickly filling up fast-food menus too, according to Whitehead.

“Once upon a time, not that long ago, [fast food restaurant menus] were predominantly beef,” he said.

“Now they’re more and more chicken, whether it’s on the burger menus, or so many of the new entrants.

“Look around any food court going up around Australian shopping centres and you will see that chicken is the dominant meat.”