WATT PoultryUSA - December 2017 - 36
36 ❙ WATTPoultryUSA
and is 94 percent of the volume. He
noted that current NAE production
exceeds consumer demand for that
type of chicken.
Research shows that just two out
of ﬁve consumers (38 percent) say
they purchase meat raised without
antibiotics, and nearly 40 percent
of consumers were unsure if they
do or not. Consumers said they purchase meat raised without antibiotics because they believe that NAE
products are healthier for them and
promote better animal welfare, and
they do not want to contribute to antimicrobial resistance.
Further, 61 percent of consumers
believe that "no added hormones"
means that there are no hormones at
all in the meat they purchase, when in
reality, all living things have naturally
occurring hormones, Bishop said.
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With all the misinformation
on the internet and different label
claims, it is no surprise that consumers are confused about the poultry
products they purchase.
According to Bishop, the conversation about food on social media
focuses largely on poultry - but just
2 percent of social media conversation about antibiotics use is driven
by the agriculture industry, leaving
the other 98 percent to be driven by
activist groups and others unfamiliar
with the industry. This is why it is so
important for poultry companies and
consumer-facing brands to be part of
the conversation with consumers and
provide clear information.
"Consumers have changing
expectations of companies that are
representing their food brands,"
Bishop said. "They expect transparency and hold [companies] accountable for things like antibiotic use." ■
www.WATTAgNet.com ❙ December 2017