The National Chicken Council’s recently launched ChickenRoost.com site takes consumers and producers on a journey through the poultry industry.
The website was created after last year’s Chicken Media Summit, hosted by the council and the US Poultry and Egg Association. There, members of the poultry trade media, as well as mainstream journalists, gave feedback on top-of-mind issues for producers and consumers.
Response to feedback
NCC president Mike Brown said summit attendees had a great deal to say about poultry industry topics that interest the public and poultry processors, including bird health, the meaning of labels, and how the animals are raised.
“We had an overwhelmingly positive response by not only explaining, but showing, what it is we do and why we do it,” he said. “We want to build off of that by continuing to tell our story online, being more transparent and addressing consumer concerns that go beyond the product.”
The site includes detailed information on animal welfare, food safety, sustainability stewardship, use of antibiotics, and how chicken farmers and poultry processors work together to bring chicken to the dinner table. It also features a video walking viewers through the daily operation of a chicken farm, and lets users share content via social media.
“More than ever, consumers want to know exactly what they're eating, where it came from and how it was made,” Brown said. “We're thrilled Americans are taking an interest in agriculture and are excited to show them how the industry has evolved.”
Along with farm-to-fork information about poultry production, safety and welfare, the site includes nutrition and diet details and a section geared toward children. A media section outlines common questions about farming practices and other issues.