Meat Industry Launches Campaign to Combat Top Meat Myths

May 3, 2011 04:58 PM

Source: American Meat Institute

The “Meat MythCrushers” campaign, launched by the American Meat Institute in conjunction with the American Meat Science Association, is an effort 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,, which features science-based information and resources in response to some of the most popular meat and poultry myths held by consumers, as identified by an AMI consumer poll conducted by Harris Interactive. 

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.”

Also unveiled today is a Meat MythCrushers Facebook page,, which will serve as a forum to encourage dialogue about these meat and poultry myths.  A new myth will be featured and discussed on the page each week for the next three and a half months.  

“We are so fortunate to have the most abundant, varied and affordable food supply in the world,” said Janet Riley, AMI senior vice president of public affairs.  “Consumers have so many choices in today’s meat case that consumers can select based upon their taste, budget, nutrition needs and their values.   We want them to have accurate information so that they can make informed choices and make the best choices for themselves and their families.” 

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