From the Editor: February 2011

Normally, during the first week or so of the new year we are bombarded with television, radio and Internet advertisements and media articles with helpful hints on how to stick to those New Year’s resolutions that many of us make each Dec. 31.

But by mid-January the diet and exercise commercials become less frequent, and the majority of resolution-makers feel less guilty and go into hibernation mode for the winter. Or, they just simply give up, and momentum wanes.

But with North America and the U.K. experiencing “obesity epidemics,” the focus so far in 2011 seems to be on keeping the “healthy living” momentum going. In addition to promoting exercise, the primary focus is on food – more specifically, on food choices.

Although common sense still applies – encouraging consumers to eat more fruits and vegetables and less fat – where the food comes from and how it is produced is receiving increasing emphasis. The “eat local” movement of recent years has been very influential, and has been of benefit to many agricultural commodities.

But the newest food trend quickly gaining ground is the reduction in the consumption of ready-to-eat and processed foods. This is due in part to negative health consequences such as increased sodium content, the presence of chemicals used as preservatives and within the plastic lining of canned goods, and the perceived food safety risk resulting from crises such as the listeria outbreak of 2008.

But this trend is largely the result of economics. We are currently experiencing the deepest recession since the Great Depression, and consumers are hesitant to spend more than they have to, or are able to. In addition to the desire to eat more healthily, reduced food budgets have fuelled the increasing trend of preparing more meals at home, rather than consuming meals in restaurants or other foodservice outlets.

This presents many opportunities for the poultry industry. Poultry products are a local, affordable source of lean protein, and they are easily prepared. Both the national and provincial marketing boards for chicken, turkey and eggs have been doing a great job of offering consumers easy recipes and creative meal ideas, and they must continue to emphasize healthy choices.

Offering more value to consumers is also key. Continued research and development of value-added products and functional foods such as eggs and chicken with increased omega-3 fatty acids and cholesterol-free liquid egg products give health-conscious consumers more bang for their buck.

Social media can also help poultry organizations add value for consumers. In addition to recipe ideas, links to useful food and health blogs, and advice from experts or chefs can be provided to consumers quickly and easily using a Facebook page, a Twitter account and even YouTube. It’s a win-win situation – consumers see your organization as interested in their well-being, and you draw them to your website where they can learn more about poultry production and poultry farmers.

Being seen as a partner in the journey towards healthier living is just one more way the poultry industry, and agriculture in general, can engage and educate consumers. It’s an additional opportunity to tell our stories, to educate them about food production, and to learn more about how we can continue to provide their families with high-quality products.