Battling meat 'myths' major goal of new campaign
The American Meat Institute (AMI), in conjunction with the American Meat Science Association (AMSA), today launched its "Meat MythCrushers" campaign, to reconnect Americans to modern food production and to "crush" some of the more popular myths associated today with meat and poultry.
The campaign is centered around a new website, http://www.meatmythcrushers.com/, that features science-based information and resources in response to some of the most popular meat and poultry myths held by consumers, covering topics such as food safety, production methods, nutrition and animal welfare, as identified by an AMI consumer poll.
Janet Riley, AMI senior vice president of public affairs noted that, "Today, fewer than five percent of Americans live on farms and the majority are separated from farming by multiple generations. This means that for many people, the news media, books and movies are their sources for information about how America's food is produced. By using scientific experts, we hope this campaign will help educate people about the miracle that our modern food production system really is."
The website features a dozen videos with AMSA academic experts debunking the myths for consumers in a clear and comprehensible manner. A companion brochure, including detailed references to support statements, is also available on the website.
"When it comes to food and agriculture, answers to questions about food safety, nutrition or animal welfare, some of the 'conventional wisdom' commonly found on the internet and in popular media often isn't the 'accurate wisdom,'" said AMSA Executive Director Thomas Powel, Ph.D. "We hope this campaign will highlight for consumers that animal and meat science departments at universities can be useful resources when information seems confusing or unclear. The scientists at these institutions have committed their careers to keeping our food supply safe, nutritious and sustainable."