“Transparency” has become a hot buzzword in the last few years. From an industry association standpoint, the implication is that one is better off explaining your industry rather than leaving it to activists to explain for you. When I left the poultry industry and joined USPOULTRY 12 years ago, our association’s focus was on communicating with our industry and its immediate stakeholders, with little emphasis or priority given to communicating with the public at large. Obviously, times have changed. So, for example, in the last year we have released two Web-based videos specifically intended to help educate the public at large on our industry.
Fortunately, we have an absolutely great story to tell! We are producing ever-safer poultry and egg products, while using fewer and fewer input resources. Safer product, more sustainably — the wonder of modern food production!