US - Thirty C-Suite level executives from meat and poultry companies big and small have added their voices and faces to a new video highlighting facts about today’s amazing meat and poultry industry.
The video called "Amazing Meat" shares the numerous benefits of the US meat supply delivered by the industry’s leaders themselves including affordability, nutrition, food safety, animal welfare and more. It was produced by the American Meat Institute (AMI).
"This video is the latest step in our ongoing efforts to show the consumers who we are, what we do and how we do it. Our bountiful, safe and affordable meat supply is something we are fortunately able to rely upon without thinking much about the people or the hard work that made it possible.
"We are happy in this video to show consumers the people behind the products," said AMI Senior Vice President of Public Affairs and Member Services Janet Riley. In addition to business executives, leading animal welfare expert Temple Grandin, Ph.D., professor of animal science at Colorado State University, makes an appearance in the video to explain the progress that she has observed in animal handling in meat and poultry plants.
The new video also includes a companion brochure, The Amazing Meat and Poultry Supply available bothonline and in print. The video and brochure are part of an ongoing effort by AMI to increase transparency and share the facts that are often overlooked or misunderstood.
In recent years AMI has developed a series of "Glass Walls" videos featuring leading Dr Grandin who guides and narrates tours in beef,pork and turkey processing plants to show how the animals are handled throughout processing. Glass Walls videos also showsanitation in meat plants as well as howhamburgers and hot dogs are made.
AMI also debuted a grass roots effort, Communicators Advocating Meat and Poultry (CAMP), to enlist those involved in meat and poultry production to communicate their stories in the community and through social media.
"Ninety-five per cent of Americans eat meat and poultry and our products inspire love and devotion amongst consumers just look at bacon," said Riley.
“We want people to know that they can feel confident that our products are safe, wholesome, nutritious and delicious and we are committed to sharing the facts with anyone who is interested. We also want them to understand that the people behind the products are real people, with families who consume the same meat and poultry products they do.”
AMI plans to continue these efforts in 2015 with additional videos and other projects to share the variety of benefits of meat and poultry products.
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