Agricultural production in general is more and more becoming a "precision" activity. This is demanded in the current economic climate where every production system must be an efficient user of resources that are becoming scarcer and more expensive. Poultry production lends itself to precision very well since there is a good measure of control over many of the inputs used. Benchmarking gives farmers a measure of where they stand in terms of efficient production compared to competitors. Farmers need to ask themselves if they want to be the best or just one of the rest and remember that "if you can measure it, you can manage it."