Chicken company in ‘no antibiotics ever’ pledge

By Oscar Rousseau

- Last updated on GMT

"Not all antibiotic claims are created equal," said GNP Company's Brian Roelofs
"Not all antibiotic claims are created equal," said GNP Company's Brian Roelofs

Related tags Grocery store Poultry

US poultry firm GNP Company will add two ethical stamps to its chicken packaging to inform potential buyers the chicken has never been fed antibiotics and was humanely treated during its life.

The company’s flagship chicken brand Gold’n Plump will see the addition of a blue label that reads: ‘no antibiotics–ever’. The brand will also add an American Humane Certified logo to its poultry packaging - advertising the fact its product adheres to the highest welfare standards for food animals in the US.

The demand for products raised humanely and with no antibiotics ever is growing,​” said Julie Berling, director of strategic communications and insights for GNP Company. “One study shows as many as 42.1% of chicken consumers say ‘hormone- or antibiotic-free’ is an important factor to them - 92.6% of consumers find it very important to buy humanely raised meats.​”

Not equal

The newly-packaged chicken will be on American grocery store shelves in March, with more ethical stamps expected to be added to more lines in the summer. GNP Company said it hopes to gradually extend the stamps to the entire Gold’n Plump poultry product range by 2019.

Not all antibiotic claims are created equal,​” said Brian Roelofs, vice president of sales, marketing and service for GNP Company. “Many companies are making statements about eliminating the use of antibiotics medically important to humans. GNP Company’s move is taking that further — eliminating all antibiotics of any kind for its All Natural Gold’n Plump products now, with the remaining portfolio to follow.​”

We will continue to reduce our antibiotics use in response to consumer and customer demand. However, we will continue to treat flocks for illness, including the use of antibiotics when necessary, as withholding treatment is not ethical or humane.​”

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