Page 15 - National Poultry Newspaper

Conagra Brands commits to higher welfare standards for broiler chickens
CONAGRA Brands col- laborated with the Hu- mane Society of the United States on the new goals, which are an expansion to Conagra’s existing broiler chicken policy.
Conagra Brands, chief supply chain officer, Dave Biegger said, “Conagra Brands is committed to the humane treatment of animals and our belief is that creating quality food for our consumers is more than just putting ingre-
dients together, it also includes how we source those ingredients.
“We’re proud to work with the Humane Society of the United States as well as others in the food industry to take meaning- ful steps towards positive change in broiler chicken welfare practices.”
Vice president of farm animal protection at the Humane Society of the United States, Josh Balk said, “The Humane Soci- ety of the United States applauds Conagra for ad-
dressing the most press- ing concerns related to chicken meat production. We’re enthusiastic about our long relationship with Conagra and look forward to continuing our work together throughout 2019 and beyond.”
Conagra Brands will work with its suppliers, peers and other external stakeholders in an effort to help achieve the fol- lowing improvements in the treatment of broiler chickens by 2024:
• Source 100 percent of chicken used in products from either Royal Society for the Prevention of Cru- elty to Animals or Global Animal Partnership ap- proved breeds or strains;
• Offer improved envi- ronments that meet GAP standards for better light-
ing, litter quality and oth- er enrichments;
• Provide birds with more space to perform natu- ral behaviours, including a stocking density of no greater than six pounds per square foot and no use of broiler cages;
• Employ a multi-step controlled atmosphere processing system and avoid live-shackling or live-dumping; and
• Track supplier compli- ance via third-party au- diting.
“We recognize that our 2024 goals require indus- try-wide partnership to succeed and we will col- laborate across our value chain to further animal welfare while preserving consumer access to qual- ity, affordable food,” said Biegger.
Egg Farmers of Canada
launches Eggs Anytime
marketing platform
THE bold and funny ads show Canadians that ‘it’s not weird’ to have eggs for lunch and dinner.
The campaign empha- sises that eggs are a great meal choice, anytime and includes television, on- line, social media as well as digital out of home ads that use a dayparting strategy to show differ- ent meal ideas throughout the day.
Chief marketing and communications officer of Egg Farmers of Can- ada, Judi Bundrock said, “We want to reframe the way Canadians think about eggs.
“Eggs have long been loved as a breakfast fav- ourite and this campaign is about getting Canadi- ans to question why they can’t enjoy eggs at any time of the day. With consumers increasingly looking for whole, healthy protein sources, the new campaign encourages Canadians to enjoy eggs at new meals, includ- ing lunch and dinner.”
Egg Farmers of Canada
is changing perceptions about eggs as a breakfast- only food item and shak- ing up the way Canadians enjoy the product.
The creative material, developed by Cossette, takes a humorous ap- proach and features a number of weird situa- tions juxtaposed with eat- ing eggs outside of break- fast.
The comparison chal- lenges traditional think- ing around meal occa- sions and underlines eggs can be the main feature of dishes anytime during the day, on any day of the week.
The campaign marks the first time in a long time the organisation is taking such an active approach in promoting eggs for all meal occasions.
From a trendy egg and mushroom tartine for lunch to a one-pot shak- shuka dish for dinner, Egg Farmers of Canada is of- fering a range of quick and easy recipe ideas for your next meal.
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National Poultry Newspaper, September 2019 – Page 15