Called "Traditions with Purpose", Butterball aims to focus on making nutritious food in a responsible way and that helps the company make progress in four areas: People, Plate, Planet and Philanthropy.
"As a respected corporate citizen, it is our responsibility to make positive impacts throughout our business," said Kerry Doughty, Butterball president and CEO. "Our new corporate citizenship platform helps define this important role, particularly our signature commitment to animal care and well-being."
The company's commitment to animal welfare is embodied in the Plate initiative, which calls for providing the best-possible care for Butterball's turkeys. As part of this initiative, all Butterball products received certification under the American Humane Certified (AHC) program.
"Becoming an American Humane Certified producer signifies that Butterball is committed to the welfare of the animals in its care, meeting some 200 rigorous, scientifically based standards ensuring everything from adequate space to proper lighting, air quality, humane treatment, and the ability to engage in natural behaviors," said Dr. Robin Ganzert, president and CEO of American Humane Association. "As the country's first national turkey brand to attain certification from American Humane Association, Butterball has demonstrated its dedication to animal care. We're delighted Butterball shares our passion for humane care."