LAUREL, Miss. – Sanderson Farms released a new advertising campaign aiming to bring transparency to poultry production while dispelling myths consumers may have about the industry.

The new television commercials will explain poultry production practices, such as from what chickens prefer to eat and why, to price, freshness and bird health.

“We believe if we are transparent and tell our customers and consumers more about why we do what we do, they will not only have a better understanding of poultry production, but they will also be able to feel better about what they are feeding their families,” Hilary Burroughs, director of marketing at Sanderson Farms, said in a statement. “I am often amazed at how twisted the conversation of poultry production has gotten. The truth is, we partner with over 900 family farmers who live and work on real family-owned farms with their families and grow and look after our chickens. They would never engage in any activity that would harm these birds and potentially threaten their own livelihood.”

The new commercials are part of an initiative started in 2016, when “Bob and Dale” addressed issues such as attribute labeling, antibiotics and steroids, and what Sanderson Farms calls “marketing gimmicks” in the poultry industry.

“We want to be transparent with our consumers so they understand why we do the things we do and how much care and consideration goes into the welfare of our birds,” said Lampkin Butts, president of Sanderson Farms. “We believe there is a lot of confusion out there that the poultry industry, as a whole, helped create. We are simply trying to cut through that ambiguity with a common-sense, back-to-basics approach.”

Sanderson Farms believes its “truth-telling” campaign is resonating with consumers as sales of dressed poultry increase year-over-year. The company sold 4.3 billion lbs. of dressed poultry fiscal year 2017.

“There are a number of organizations that are willing to sacrifice the truth in order to push their own agenda, substituting soundbites for science,” Butts said. “However, we believe if armed with the facts, consumers will make decisions based on facts, not myth or speculation.”