Sustainability resources made available for chicken producers
The resources, which come in the form of videos, infographics, testimonials and blogs, are designed to “help bridge the gap, answer questions and address misperception” about sustainability.
The resources come following a survey conducted by the NCC that revealed that knowledge of the environmental impact of chicken among consumers is low, and that only half of survey participants (51%) are moderately knowledgeable about chicken’s impact on the environment and the strides the industry has made.
However, the same NCC survey showed when it comes to factors driving purchase decisions today, the environmental impact of chicken (34%) is statistically as important as animal welfare (37%). Half (49%) of those surveyed indicated a willingness to eat more chicken if they learned it is more sustainable than other protein sources.
“As sustainability in agriculture continues to be a hot topic among US shoppers, we as an industry need to do a better job of telling our sustainability story, because it’s a great one,” said NCC president Mike Brown. “These resources related to broiler chicken production and its impact on the environment are key tools in helping the industry better communicate with consumers, customers and the media.
“The chicken industry is committed to environmentally sustainable production practices and continuous improvement to ensure a healthier planet,” he added. “I encourage consumers to eat responsibly – choose chicken.”