The National Chicken Council (NCC) has launched a new website, www.ChickenRoost.com, which features information on issues such as animal welfare, food safety, environmental stewardship, antibiotic use and the modern partnership between farmers and chicken companies.
The site was developed as a follow-up to last year's inaugural Chicken Media Summithosted by NCC and the U.S. Poultry & Egg Association, where 30 members of mainstream, social and trade media toured every aspect of how chicken is produced and processed today, from the hatchery to the feed mill, farm and processing plant.
"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," said NCC President Mike Brown. "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 website features a "Day in the Life" video on a chicken farm.
The new site also allows consumers to share and access content via social media including Facebook, Twitter, Pinterest and YouTube. The goal is to form a better dialogue with consumers, get them more involved in food production and answer their questions about chicken production and chicken products.
"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.
In addition to featuring farm-to-fork details about chicken production, food safety and animal welfare, the site also focuses on nutrition, citing chicken as the cornerstone of a healthy and balanced diet, as well as a Kids Zone section with quizzes, trivia and other information.
According to Brown, the site will also feature information for members of the press covering issues related to food and agriculture. He said that NCC hears frequently from reporters with questions about farming practices and hopes this site will provide them with the information they need.
"We hope that in time, consumers will come to think of this site in much the same way they think about chicken—reliable, accessible and a good addition to their day."