When I first started covering the industry, the prevailing logic was that the average consumer doesn’t want to know where his or her food comes from. All they cared about was that the food was nutritious and affordable, and that it tasted good.
That may still be the popular sentiment among consumers today, but a growing share of the population is becoming more curious about what they eat. How are these animals raised? How is this burger patty really made? What’s really going on inside those large meat and poultry plants anyway?