The whole supply chain ‘matters’ in the changing market and it is important to involve all links in the chain when striving to achieve sustainability by reducing any conflicts between different sectors, by removing prejudices and by improving the ‘sharing’ of knowledge, costs and profits. Accordingly, to provide a comprehensive overview of who matters, consideration must be given to all of the following:

• • The producer

• • The feed manufacturer

• • The genetics supplier

• • The processor

• • The manufacturer

• • The veterinary surgeon

• • The retailer

• • The consumer