Many things have changed around consumption, production, and marketing of animal protein products in the last two years. When ASF hit the region, the scramble for alternative animal protein reached new levels and we saw investments in poultry and duck production, as well as conversion of some pig farms into duck operations. Companies the likes of Japfa Comfeed, CP Foods, Mavin, Leong Hup and smaller players like Sentra, Go Cong and many more have bucked the evolving consumption trends, focusing on the new-age consumer. They have s pushed forward with novel products, packaging, and digital retail offerings, triggered by the desire for convenience and restrictions imposed by the pandemic.