PoultryUSA - October 2017 - 18
18 ❙ WATTPoultryUSA
Chicken producers must
speak fearlessly on issues
On key issues like 'big ag,' animal care and welfare, and food
labeling, chicken producers must speak with courage and clarity.
BY GARY THORNTON
Chicken producers must speak fearlessly, and with
clarity, to close the gap between consumer perceptions
and reality on issues like "big ag," animal care and
welfare, and food labeling, said Bill Lovette, president and CEO, Pilgrim's, to listeners at the Chicken
Marketing Summit in Asheville, North Carolina, in
Among the consumer issues that are imperatives for
chicken producers are slow-growing broilers and antimicrobial resistance. Lovette said the chicken industry
is poised to win the competition for consumer dollars
on productivity and health issues but faces significant
challenges on these key issues.
■ Empower people to advocate and innovate.
He said poultry producers must raise the bar in
their communications with consumers who are being
bombarded every minute of every day with information that is often inaccurate and potentially undermines
agriculture's ability to continue to provide safe, affordable food.
Lovette said Pilgrim's has identified priority issues
Lovette offered six best practices for
addressing consumer issues:
■ Don't sell your story; tell it with transparency
"CLOSING THE GAP
BETWEEN consumer perception and production
reality requires courage and clarity in
communications by chicken producers."
- Bill Lovette, CEO, Pilgrim's
www.WATTAgNet.com ❙ October 2017
See it through their eyes.
It's not about being right; it's about respect of choice.
Fearlessly take on the issue, but let values
lead the conversation.
Respond with speed and balance.