Consumers' perceptions about poultry production may end up being a deciding factor as to whether or not they ultimately purchase these products when shopping for food. So, in an age where consumers often trust their friends or misinformation on the Internet instead of seeking out further research from truly qualified sources, it is in the poultry industry's best interest to be transparent and forthcoming with the facts about how birds are raised in the U.S.
Media in attendance of this second summit, "Chicken: Farm to Forklift," sponsored by the National Chicken Council and U.S. Poultry & Egg Association (USPOULTRY), spanned print, broadcast and digital, including reporters from Bloomberg Business Media and the Wall Street Journal to popular food bloggers. Attendees had the opportunity to tour a poultry farm, hatchery, processing plant, and research and development facility, and question poultry industry leaders. Industry leaders speaking at the event included: John Glisson, vice president of research for USPOULTRY; Jennifer Rhodes, extension educator for Agricultural and Natural Resources, University of Maryland Extension, Queen Anne's County; Kate Barger, director, World Animal Welfare, Cobb-Vantress; and Christine Daugherty, vice president of sustainable food production, Tyson Foods.