Innovations in data monitoring and analytics are gaining commercial attraction. Poultry transport data shows the value Transport Genie monitors livestock from farm to their destination with real-time alerts, and they use blockchain technologies to keep an electronic record of activities throughout the transportation value chain. Validated data from animal transport research will be used to support legislation, best-practices and other protocols. Industry can then focus on retailers and consumers to explain and promote the humane standards that we are achieving within the industry, with the intention of regaining consumer confidence and preserving traditional protein markets,”