Dive Brief:
- Perdue Farms said Wednesday it isn't using human or animal antibiotics in more than half of its raised chickens.
- This comes less than a year following its removal of the routine use of human antibiotics in chicken processing.
- The company is launching a campaign, Perdue No Antibiotics Ever. VIA Agency in Portland, ME created the national TV spots.
Dive Insight:
Perdue isn't shying away from comparisons to other companies that have made antibiotic announcements recently.
"Since Perdue eliminated the routine use of human antibiotics, other poultry companies have responded with a confusing array of promises: consumers aren't sure what they're buying," said Eric Christianson, senior vice president of marketing and innovation, in a news release.
Even with Perdue's move to eliminate antibiotics in 50% of its chcikens, Tyson Foods' and Pilgrim's Pride's pledges about antibiotics have goals set for the next few years. Perdue is aggressively positioning itself ahead of the pack for now, especially with that new campaign highlighting transparency.