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Nearly 80 percent of Americans mistakenly believe that chicken contains added hormones or steroids, which is contrary to the fact that no chicken sold or raised in the U.S. is given hormones or steroids, according to a National Chicken Council (NCC) consumer perception survey.
Moreover, 68 percent of Americans probed in the survey believe the media portrays the care of chicken negatively, while nearly three-quarters (73 percent) believe antibiotics are present in most chicken meat. In addition, 68 percent of NCC survey respondents said they believe most chickens raised for meat are raised in cages alongside 78 percent that mistakenly believe chickens are genetically modified – all of which further highlight the need for chicken producers to engage in more conversations with consumers about where their chicken comes from.
While the USDA has banned all hormones and steroids in poultry since the 1950s; meat from chickens sold in the U.S. is free of antibiotics; and the vast majority of chickens raised for meat in the U.S. live in large, open structures called houses where they are free to walk around, NCC is embarking on a campaign – Chicken Check In – to recognize and respond to consumer concerns and questions about chicken production in the U.S.
The site offers visitors the opportunity to get a close look at how chickens are raised, from the farm to the grocery store. From videos to frequently asked questions, Chicken Check In is a resource for consumers to get the information they are seeking about chicken care.
“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, NCC spokesperson. "Food is an emotionally-charged topic, and with conflicting information readily available online and on social media [so] 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.”
To that end, NCC invites retailers to direct consumers to visit Chicken Check In to learn more about how the chicken they purchase and feed their families is raised.
“The mission of Chicken Check In is to provide those who have questions with the level of information they want regarding the care and safety of the chicken they eat,” said Super. “We’re committed to continuing to build consumer trust by having open conversations and inviting Americans to ask the questions they have now and in the future as they learn more about chicken production.”