“The trust is gone”: Smallholder poultry producers’ perceptions of biosecurity measures against highly pathogenic avian influenza

Background Highly pathogenic avian influenza (HPAI) has caused recurrent epizootics in wildlife and poultry in North America between 2005 and 2025. B.C. is located within the Canadian portion of the Pacific Americas Flyway, one of several migratory pathways involved in the global transmission of HPAI to western Canada, which also includes the Yukon, Canada’s northwesternmost territory. HPAI affects both commercial and smallholder poultry production, but little is known about smallholder poultry producers in this region. HPAI biosecurity and communications-focused tools remain among the few available for HPAI prevention in smallholder flocks in Canada. Thus, understanding their perceptions of these topics is crucial for HPAI prevention in this population. Methods We used qualitative research methods, including interviews and focus groups, guided by the Health Belief Model (HBM) to explore the perceptions and beliefs of smallholder poultry producers in B.C. and the Yukon, Canada, regarding HPAI and its prevention, especially biosecurity. Results We found that smallholder poultry producers generally understand the benefits of biosecurity and the severity of HPAI, and they display strong self-efficacy in implementing biosecurity measures. However, smallholder producers need to believe that they and their flocks are potentially susceptible to HPAI virus to implement consistent biosecurity measures. Producers appeared more likely to enact biosecurity measures if they felt they were susceptible to HPAI. We identified many barriers to implementing biosecurity measures, especially barriers related to information quality, specificity, and volume. Participants were influenced by various cues to action. Finally, multiple modifying factors exist, including government trust and perceptions of what constitutes healthy poultry. Conclusions The results of this study suggest that smallholder poultry producers require better support in navigating information about HPAI; that governments need to cultivate trust with smallholder producers through their HPAI communications; and that communications focused on smallholder biosecurity need to appeal to smallholder-specific needs and values beyond HPAI prevention alone. Smallholder poultry producers need better, not more, information. To communicate effectively with them, messaging should focus on each aspect of the HBM and be tailored through risk communication strategies that emphasize engagement, trust-building, and multiple benefits of biosecurity for smallholder poultry health. These results may apply to smallholder producer populations in North America and abroad.