Source: Dani Friedland, MEATINGPLACE, 2/25/14


The National Chicken Council has launched a new website with information about animal welfare, food safety, environmental stewardship, antibiotic use and other topics of interest to consumers, the group announced Thursday.

The site follows last year's Chicken Media Summit, in which NCC and the U.S. Poultry & Egg Association took members of the mainstream, social and trade media through the chicken production process.

"We heard from folks at the summit about what their readers and listeners were interested in hearing and learning about - the health of the chickens, the family farm, what labels mean, where their chicken comes from and how it is raised," NCC President Mike Brown said in a statement. "We had overwhelmingly positive response by not only explaining, but showing, what it is we do and why we do it. 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."

The new site, dubbed “The Chicken Roost,” aims to form a better dialogue with consumers, with social media-friendly features and a video that depicts life on a chicken farm. The “Kids Zone” area has quizzes, trivia and information for young consumers. The NCC also hopes the site will be a useful resource for reporters.

"More than ever, consumers want to know exactly what they're eating, where it came from and how it was made. We're thrilled that Americans are taking an interest in agriculture and are excited to show them how the industry has evolved," Brown said.

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