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Poultry site clucks about chicken safety

1 comment

By Jenni Spinner+

21-Feb-2014
Last updated the 24-Feb-2014 at 09:32 GMT

The National Chicken Council has launched ChickenRoost.com, an informative website outlining safety, animal health, and other poultry industry concerns.
The National Chicken Council has launched ChickenRoost.com, an informative website outlining safety, animal health, and other poultry industry concerns.

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.”

Industry information

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.

1 comment (Comments are now closed)

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I am sorry to say: Considering the criticism poultry producers face, website like that will do nothing to improve the industries image. Just ignoring the arguments of critics won't make them vanish. It looks very much as the same old communication strategy, hoping it will finally work. A much more courageous and promising approach has been taken by the German poultry industry (http://www.gefluegel-thesen.de/) which started a true conversation with critics on the webpage and thereby managed to get the discussion on a more fact based and balanced level. They started out with 10 theses in favor for the poultry industry and had visitors discuss them. Unfortunately it is in German but you might get the idea by looking at it. Otherwise I am happy to help (find me on linked)

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Posted by Kai Kottenstede
24 February 2014 | 14h15