The Poultry Bulletin - - FRONT PAGE -

Arecent sur­vey con­ducted by the Na­tional Chicken Coun­cil (NCC) re­vealed alarm­ing per­cep­tions held by the aver­gae con­sumer around the man­ner in which chick­ens are pro­duced.

The sur­vey re­vealed shock­ingly ig­no­rant mis­con­cep­tions re­gard­ing chicken pro­duc­tion, wel­fare and safety. In spite of the fact that there are no ge­net­i­cally mod­i­fied chick­ens; that hor­mones and steroids are banned for use in poul­try; and that poul­try meat sold in the US is free of an­tibi­otics; myths and dis­torted per­cep­tions per­sist. Around 75% of US con­sumers be­liev­ing chick­ens are gen­ti­cally mod­i­fied, and con­tain ste­ri­ods, hor­mones or an­tibi­otics. Roughly twothirds of those sur­veyed also think that chick­ens are grown in cage sys­tems rather than the re­al­ity of barns or chicken houses.

Most Amer­i­cans also hold the view that the me­dia takes a neg­a­tive view of the way chick­ens are pro­duced for food, which only adds to the mis­taken views held by con­sumers.

"We take pride in the care of our chick­ens, but we know it's on us as an in­dus­try to do a bet­ter job of pro­vid­ing more in­for­ma­tion on how our food gets from farm to ta­ble," said Tom Su­per, spokesper­son for the Na­tional Chicken Coun­cil. "Food is an emo­tion­al­ly­charged topic, and with con­flict­ing in­for­ma­tion read­ily avail­able on­line and on so­cial me­dia, it's un­der­stand­able peo­ple are con­cerned. We in­vite con­sumers with open arms to come and take a look at the work we're do­ing to progress as an in­dus­try in pro­vid­ing safe, healthy and sus­tain­able food."

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