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Food industry consultant urges poultry industry to engage, educate customers through social media

Today’s consumers are smarter, more engaged and “assume a certain amount of control over the things in their lives that they feel passionate about” says food industry consultant Frank Singleton.

He urges poultry producers to be proactive and use social media to communicate directly with consumers about judicious antibiotic usage and other production topics where they have expertise.

With social media, “people have the ability to not just receive information, but participate in it — to vote if you will with their wallets, with their opinions,” Singleton adds.

“Companies that decide they’re not going to engage, they run the risk of having their story told by someone who’s not an advocate for their brand. And that’s a problem.”

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