Many consumers are not connected with their food and the people who grow it. While cost is often the deciding factor for purchase, consumers also want to purchase poultry products in accordance with their values and concerns, including nutrition, health, food safety, antibiotic use, bird health and welfare, environmental well-being, social justice, and labor conditions. Therefore, our objectives include conducting consumer outreach and education in the Midwest, South, and Northeast, and examining consumer preferences regarding antibiotic use and other sustainability issues. We will use a participatory approach to avoid imposing our values on consumers.

As our publications related to this goal are produced, we will include them on this page.