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

Highly pathogenic avian influenza (HPAI) virus has caused recurrent epidemics in wildlife and poultry in North America between 2005 and 2025. British Columbia (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. 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. We used qualitative research methods (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 the prevention of HPAI using biosecurity. 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, producers appeared more likely to report implementing biosecurity measures if they perceived themselves as susceptible to HPAI. We identified numerous barriers to implementing biosecurity measures, particularly those 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. The results of this study suggest that smallholder poultry producers require support in navigating HPAI through better information, not more; that governments need to cultivate trust with n abosmallholder produtiocers through their HPAI communications; and that communications focused on smallholder biosecurity need to appeal to smallholder-specific needs and values beyond HPAI prevention alone. Therefore, communications 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. Our findings may apply to smallholder producer populations across North America and abroad.