WASHINGTON — The National Chicken Council (NCC) has launched a new website, www.ChickenRoost.com, which features information on issues such as animal welfare, food safety, environmental stewardship, antibiotic use and the modern partnership between farmers and chicken companies.
The site was developed as a follow-up to last year's inaugural Chicken Media Summit hosted by NCC and the U.S. Poultry & Egg Association, where 30 members of mainstream, social and trade media toured every aspect of how chicken is produced and processed today, from the hatchery to the feed mill, farm and processing plant.
The website features a "Day in the Life" video on a chicken farm.
"More than ever, consumers want to know exactly what they're eating, where it came from and how it was made. We're thrilled that Americans are taking an interest in agriculture and are excited to show them how the industry has evolved," Brown said.