Chicken Council takes aim at consumers' misperceptions

Chicken Council takes aim at consumers' misperceptions

Nearly 80% of Americans mistakenly believe that chicken contains added hormones or steroids

The National Chicken Council this week released new national survey findings on consumers' perceptions about chicken production, revealing that nearly 80% of Americans mistakenly believe that chicken contains added hormones or steroids, when in fact no chicken sold or raised in the U.S. is given hormones or steroids.

In some cases, consumers aren't able to easily access facts on chicken production.

In an effort to recognize and respond to these concerns, NCC announced the launch of Chicken Check In, which provides real answers to questions about chicken production in the U.S., and gives Americans a close look at the lives of the birds and how they get to our tables every day.

Nearly 80% of Americans mistakenly believe that chicken contains added hormones or steroids

"We take pride in the care of our chickens, but we know it's on us as an industry to do a better job of providing more information on how our food gets from farm to table," said Tom Super, spokesperson for the National Chicken Council. "Food is an emotionally-charged topic, and with conflicting information readily available online and on social media, it's understandable people are concerned."

According to the survey, 68% of Americans believe that the media portrays the care of chicken negatively, highlighting the need for chicken producers to engage in more conversations with consumers about where their chicken comes from.

The survey uncovered many concerning assumptions about the care and safety of chicken, including:

Chicken Council takes aim at consumers' misperceptions

"We invite consumers with open arms to come and take a look at the work we're doing to progress as an industry in providing safe, healthy and sustainable food," Super said.

More on Chicken Check In >>

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About Chicken Check In
NCC invites Americans to visit Chicken Check In to learn more about how the chicken they purchase and feed their families is raised. The site offers consumers the opportunity to get a close look at how chickens are raised, from the farm to grocery store shelves. From videos to answers to frequently asked questions, Chicken Check In is as a resource for consumers to get the information they are seeking about chicken care. 

"The mission of Chicken Check In is to provide those who have questions with the level of information they want regarding the care and safety of the chicken they eat," said Super. "We're committed to continuing to build consumer trust by having open conversations and inviting Americans to ask the questions they have now and in the future as they learn more about chicken production."

The survey was conducted by ORC International among 1,011 adults aged 18 years or older. It was fielded September 17-20, 2015 and has a margin of error of +/- 3.1 percent at the 95 percent confidence level.

For additional information on the survey, to view an infographic on chicken care, or to learn more about the National Chicken Council, visit www.chickencheck.in.

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