The American Meat Institute (AMI), in conjunction with the American Meat Science Association (AMSA), launched its “Meat MythCrushers” campaign in an effort to reconnect Americans to modern food production and to “crush” some of the more popular myths associated today with meat and poultry.

The campaign is centered around a new website,, that features science-based information and resources in response to some of the most popular meat and poultry myths held by consumers, covering topics such as food safety, production methods, nutrition and animal welfare, as identified by an AMI consumer poll conducted by Harris Interactive.

“When the U.S. Department of Agriculture was created by Congress in 1862, it was called ‘The People’s Department’ because nine out of ten Americans lived on a farm,” said Janet Riley, AMI senior vice president of public affairs. “Today, fewer than five percent of Americans live on farms and the majority are separated from farming by multiple generations. This means that for many people, the news media, books and movies are their sources for information about how America’s food is produced. By using scientific experts, we hope this campaign will help educate people about the miracle that our modern food production system really is.”

The website features a dozen videos with AMSA academic experts debunking the myths for consumers in a clear and comprehensible manner. A companion brochure, including detailed references to support statements, is also available on the website.

“When it comes to food and agriculture, answers to questions about food safety, nutrition or animal welfare, some of the ‘conventional wisdom’ commonly found on the internet and in popular media often isn’t the ‘accurate wisdom,’” said AMSA Executive Director Thomas Powel, Ph.D. “We hope this campaign will highlight for consumers that animal and meat science departments at universities can be useful resources when information seems confusing or unclear. The scientists at these institutions have committed their careers to keeping our food supply safe, nutritious and sustainable.”

Also unveiled today is a Meat MythCrushers Facebook page,, that will serve as a forum to encourage dialogue about these meat and poultry myths. A new myth will be featured and discussed on the page each week for the next three and a half months.
“We are so fortunate to have the most abundant, varied and affordable food supply in the world,” Riley concluded. “Consumers have so many choices in today’s meat case that consumers can select based upon their taste, budget, nutrition needs and their values. We want them to have accurate information so that they can make informed choices and make the best choices for themselves and their families.”

Source: AMI