As urban and suburban chicken ownership continues its rapid growth, Manna Pro Products, a St. Louis, Missouri-based manufacturer and marketer of pet care and nutrition, is using its homestead roots to help city dwellers bring the barnyard to their backyard. The company is championing this lifestyle trend through a robust digital campaign, which includes the creation of an interactive social community, City Yolks, where backyard chicken owners and enthusiasts can connect and share tips on living sustainably with chicks. Additionally, Manna Pro is launching a non-GMO line of poultry feed tailored to these families and flocks seeking real and simple nutrition free of artificial colors and flavors.
According to the 2019-2020 American Pet Products Association National Pet Owners Survey, roughly 10 million households in the U.S. now own a chicken, with half (50 percent) of chicken owners residing in major cities with a population of five million or more residents. Ownership is highest among millennials, especially those with kids, reflecting the shift of a more health-conscious and sustainability-minded younger generation.
“Our long-standing leadership position in animal care and nutrition makes us uniquely qualified to feed the barnyard to backyard chicken movement by leveraging our expertise to support this new flock of urban homesteaders,” said Amanda Terbrock, poultry marketing manager, Manna Pro. “Through our new City Yolks community and non-GMO products, we’re supplying urban and suburban residents living this attractive and sustainable lifestyle with the resources and encouragement they need to succeed along with real and simple nutrition for healthy chickens, better living and fresh eggs.”
In addition to the city-focused social platform, Manna Pro is partnering with several “chick-fluencers” in cities across the country, including Drinking with Chickens, Clucking Chic, Portland Chickens, Modern Hippie Habits, Lux Chicken and more, to demonstrate the joy of raising chickens in non-rural environments.
“Living in a city and raising chickens is affordable, sustainable and fun and has taught me so much about myself that I can’t imagine life without my girls,” said Emily Stephens of popular Instagram account Clucking Chic, who resides with her 12 chickens in Austin, Texas. “My chicks thrive on Manna Pro feed, and I’m clucking excited to be a part of the City Yolks family to share my experience and help others raise healthy backyard flocks.”
Manna Pro is introducing a new line of non-GMO feed for chick parents conscious about raising happy and healthy hens to produce sustainable, backyard-fresh eggs. The products offer proper nutrition for all stages of a chicken’s life from hatch to lay:
Pet owners want a lot from their pet food brands. They want primary proteins that suit what they believe is best for their animal. They want grains or they don't. They want something customized, but it has to be easy to understand.
Constraints and crises, like those experienced in 2020, help drive innovation and sustainability offers context.