Foster Farms targets 'plumping' in new campaign

by Bryan Salvage
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LIVINGSTON, CALIF. — Foster Farms is preparing to start a consumer awareness campaign highlighting its natural, fresh chicken and reassuring consumers that will never inject its fresh chicken with saltwater. On April 13, it will launch a consumer awareness campaign, which involves television advertising, events, online and out-of-home components, to inform shoppers of the practice of some producers "plumping"— or injecting — fresh chicken with unusable saltwater.

"Plumping" costs consumers in their health and their bottom line, the company stated. The average serving of plumped chicken contains more sodium than a large order of French fries, or more than 25% of the daily recommended allowance, Foster Farms charges. Research shows high sodium intake is linked to many diseases, including high blood pressure and heart disease. Consumers who purchase plumped chicken could also pay up to $1.50 per package, or more than $100 per year per household, on saltwater, alone, Foster Farms claims.

Some chicken companies have been plumping chicken for years and labeling the product "Natural," the company continued. "There's nothing 'natural' about saltwater that consumers are unknowingly paying for at chicken prices," said Ira Brill, director of marketing and advertising services for Foster Farms. "We believe consumers who purchase fresh chicken should get what they expect to pay for, particularly in these tough economic times. We feel it's important to continue our 70-year commitment to producing premium, all natural, fresh poultry."

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