Many U.S. parents are uncertain about the risks and facts surrounding the ongoing highly pathogenic avian influenza (HPAI) outbreak in commercial poultry, suggesting that the broiler industry needs to do a better job of communicating the facts to consumers, the University of Michigan Health C.S. Mott Children’s Hospital National Poll on Children’s health revealed.
According to the survey, fewer than half of respondents feel that they can find accurate information about HPAI and most indicated that they were unsure of whether there have been bird flu cases recorded in their states.
In addition, one in three parents reported actions to prevent the spread of HPAI. A quarter indicated they’re being more careful about general hygiene, 13% of respondents are more cautious handling eggs, chicken and beef and 7% are eating fewer eggs and less chicken and beef.
This last fact should be particularly concerning to the broiler industry. There’s no evidence that bird flu is spread through chicken, egg or beef consumption as long as it is fully cooked. If this misperception continues to spread, it could negatively impact sales and the entire industry.
Avian Influenza in the spotlight
With HPAI remaining a persistent challenge and media coverage fluctuating, the broiler industry has a limited window to take control of the narrative.
During a panel discussion at the 2025 Chicken Marketing Summit, held at the DeSoto Savannah in Savannah, Georgia, on July 28-30, 2025, a panel of experts will discuss the economic impacts of HPAI, how the industry is leveraging technology to stop its spread and how sales and marketing can proactively address consumer concerns and misinformation to build consumer confidence and mitigate long-term risks associated with public uncertainty.
Confirmed panelists:
- Rob Levine, partner/president, Marriner Marketing
- Brian Earnest, lead economist, animal protein, CoBank
- Brian McCluskey, DVM, Ph.D., director, Lonestar Epidemiology Consulting
Registration for the Chicken Marketing Summit is now open with early bird savings until May 31, 2025, at www.chickenmarketingsummit.com.
Attend the 2025 Chicken Marketing Summit
The 2025 Chicken Marketing Summit will be held at the DeSoto Savannah in Savannah, Georgia, on July 28-30, 2025. This one-of-a-kind-event will feature two content tracks. The first will focus on consumers and how technology impacts them, while the second will look at the impact new technologies have from an operational standpoint for chicken companies, retail and foodservice.
Serving a unique cross-section of the chicken supply chain, the Chicken Marketing Summit explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.
Registration is now open.
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