The National Chicken Council has launched ChickenRoost.com as a public forum to address issues such as animal welfare on poultry farms, food safety, environmental stewardship, antibiotic use and the partnership between farmers and food companies. The site is a result from feedback gathered during the NCC's Chicken Media Summit where members of mainstream, social and trade media were exposed to every aspect of modern poultry production — from the hatchery to the feed mill, farm and processing plant.
"We heard from folks at the summit about what their readers and listeners were interested in hearing and learning about - the health of the chickens, the family farm, what labels mean, where their chicken comes from and how it is raised," said Mike Brown, NCC president. "We had overwhelmingly positive response by not only explaining, but showing, what it is we do and why we do it. We want to build off of that by continuing to tell our story online, being more transparent and addressing consumer concerns that go beyond the product."
Consumers can use the site to share and access content via social media platforms such as Facebook, Twitter, Pinterest and YouTube. The site also focuses on the nutritional benefits of chicken.
"We hope that in time, consumers will come to think of this site in much the same way they think about chicken—reliable, accessible and a good addition to their day," Brown said.