The American Meat Institute (AMI) and the American Meat Science Association (AMSA) today launched its “Meat MythCrushers” campaign to reconnect Americans to modern food production and to crush some popular myths associated with meat and poultry.

The effort centers around a new Web site, http://www.meatmythcrushers.com, that features science-based information and resources to respond to some of the most popular myths held by consumers on such topics as food safety, production, nutrition and animal welfare, as identified by an AMI consumer poll conducted by Harris Interactive.

“When the U.S. Department of Agriculture was created by Congress in 1862, it was called ‘The People’s Department’ because nine out of 10 Americans lived on a farm,” says Janet Riley, AMI senior vice president of public affairs. “Today, fewer than 5% of Americans live on farms and the majority are separated from farming by multiple generations. This means that for many people, the news media, books and movies are their sources for information about how America’s food is produced. By using scientific experts, we hope this campaign will help educate people about the miracle that our modern food production system really is.”

The Web site features a dozen videos featuring experts from AMSA debunking myths for consumers. A companion brochure with detailed references to support statements is also available on the Web site.
“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,’” says AMSA Executive Director Thomas Powell. “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.”

Meat MythCrushers Facebook page can be found at http://on.fb.me/eTuuAG, which will serve as a forum to encourage dialogue about these meat and poultry myths. A new myth will be discussed on the page each week through the summer.

“We are so fortunate to have the most abundant, varied and affordable food supply in the world,” Riley concludes. “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.”