The moves include eliminating uncertified poultry producers; improving control of suppliers and implementing timely reporting and communication with the public.
"We have struck off 4,700 unqualified chicken houses and three poultry suppliers since February. The new measures will become long-term standards," Su said.
Bian Jiang, assistant director of the China Cuisine Association, said the negative impact on Yum will not last long because of its effective prevention and treatment measures, as well as its timely and transparent information to the media and public.
"Currently, people are not panicking about chicken safety and have a restored confidence in the product, even after the bird flu incidents, which is a very positive sign for the whole industry chain," said Gong Guifen, deputy secretary-general of the China Animal Agriculture Association.
Yum's first branch opened in China in 1987. Today it has nearly 6,000 restaurants in the country.
McDonald's Corp, Yum's largest rival in China, said the chicken scare had also taken a small bite out of its business.
The world's largest restaurant chain released its second quarter results this week, revealing a global comparable sales increase of 1 percent.
About the broadcaster:
Nelly Min is an editor at China Daily with more than 10 years of experience as a newspaper editor and photographer. She has worked at major newspapers in the U.S., including the Los Angeles Times and the Detroit Free Press. She is also fluent in Korean.
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