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This study presents the results of an Italian investigation into the development of food quality for poultry meat in the organic sector, using the quality function deployment technique. The results show that among the characteristics of poultry, meat consumers assign greater importance to those that are strictly related to animal welfare issues. Price and product appearance (i.e., colour, presence of fat) come in second. To meet these needs, producers can effectively operate along the supply chain by acting on poultry housing type, genotype lines, and stocking density. Information about these issues should then be shared with the consumers (<em>i.e.</em>, clear product labelling).