Malaysia's chicken shortage, a solution proposal through consumerism advocacy

This study intended to observe Malaysia's chronic shortage of poultry eggs and meat, especially chicken, from September 2021 to July 2022. The pattern observed could answer the role every Malaysian can play through consumerism amid the current chicken crisis. A case interview is done by using McKinsey Case Interview Format. The corresponding author is currently a practitioner in the Policy and Strategic Planning Division, Ministry of Agriculture and Food Security (MAFS), Putrajaya. Data were obtained primarily through discussion with the two (2) senior officials of MAFS from their observation in several government strategic meetings. The scope of the study is limited to chicken eggs and meat. Poultry egg and meat undeniably are Malaysia's most sought source of protein as it is cheap and easily accessible. The shortage of poultry meat and egg supply caused social unrest. Malaysia's poultry egg self-sufficiency ratio is more than 100%, and almost 100% for poultry meat. However, Malaysia's per capita consumption is among the world's highest at 22.2 and 52.0 kg/person/year. If Malaysians diversify their protein intake and unintentionally create a more reasonable demand, despite all the disruptions to production, our current poultry supply should still be enough for everyone. This study suggested that Malaysians consume chicken more than they should chew and should be advocated to practice a healthier lifestyle. In guidelines by the Ministry of Health, i.e., 'Malaysia Healthy Plate: Quarter, Quarter, Half' and 'Malaysia Diet Guideline and Food Pyramid 2020', Malaysians were urged to eat more fiber, such as fruits or vegetables, and eat less protein, especially meat.