NCC adds online information about poultry production, processing
Dec. 2, 2016
by Joel Crews
The association's Chicken Check In website includes videos, blog postings and FAQs.
WASHINGTON – As a part of a larger transparency campaign in response to controversy swirling around the production and treatment of birds used in the poultry supply chain, the National Chicken Council (NCC) announced initiatives to inform and educate the public and stakeholders about several hot-button issues.
For example, to clarify any misunderstandings surrounding the poultry production process, NCC has addressed the issue of stunning methods widely used by commercial processors, which includes electrical stunning and, to a smaller degree, controlled atmosphere stunning. Karen Christensen, Ph.D., an extension poultry specialist and associate professor at the Univ. of Arkansas, answers frequently asked questions (FAQ) on NCC’s online resource, Chicken Check In, at www.chickencheck.in.
Chicken Check In also hosts a new YouTube video in its “Day in the Life” series of videos, which provides visitors with a look inside a chicken house where broiler chickens are raised and uses video footage to show chickens’ first day on the farm through the day when they are transported to processing facilities.
NCC also announced a new blog, “The Cluck,” which clears up misperceptions and addresses questions related to how chicken products are labeled and better define what they mean.
“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, and to feel confident in eating it,” said Tom Super, NCC’s senior vice president of communications. “We’re committed to continuing to work to build consumer trust by inviting Americans to ask the questions they have now and in the future as they learn more about chicken production.”