This study shows that the economic feasibility of improved AW-systems predominantly depends on the prices that farmers receive, prices over which they have little control. Moreover, this study demonstrates the importance of accounting for both the level and the variation of the price premium, particularly during the first 5 yr of production. The economic feasibility of the farm increased with AW requirements, provided that farmers captured a high price level for broiler meat and faced relatively low volatility in producer prices. If this was not the case, differences in farmers’ risk attitudes became important and, in turn, the use of potential risk management instruments should be considered. Price risks are largely determined outside the farm. Hence, part of these risks could be managed outside the farm, such as by vertical coordination including contracts (Harwood et al., 1999; Hardaker et al., 2004). The terms of a contract can establish a minimum price level or a minimum price premium for AW products that ful- fill certain quality requirements. In this way, part of a farmer’s price risks are eliminated, but farmers are still be left with considerable freedom in management deci- sions. Stronger forms of vertical coordination include production contracts and vertical integration, in which the type of resources (for example, feed and antibiotics) that farmers can use are usually regulated and the inte- grator or buyer makes some of the production decisions. All such instruments focus on reducing price volatility and, in turn, decrease downside risk at the farm level. However, these instruments also limit entrepreneurial freedom to a smaller or a larger extent. The AW con- cepts currently present in the Netherlands already use particular forms of vertical coordination. For example, one of the concepts guarantees a feed profit for farm- ers; in other words, if the feed price increases producer price increases accordingly, and vice versa, sets require- ments on flock size among others, and integrates the process from transportation through slaughter to sell- ing products to the retail channel (KemperKip, 2013). Such risk management instruments could increase the willingness of farmers to convert to AW improving pro- duction systems. However, in addition to farmers pos- sibly expressing of some degree of risk aversion, Dutch farmers consider themselves entrepreneurs and want to keep their freedom of choice (Van Horne, 2007). The extent to which farmers perceive these instruments as a motivation to join a concept and from what point these instruments become a limiting factor for farmers could differ at an individual level and needs to be further studied.