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Media consultant: Let poultry vets tell the antibiotic story

The U.S. poultry industry needs to do a better job telling its story about antibiotics and their role in sustainable production and flock welfare, according to Frank Singleton, a media consultant specializing in food topics.

He says this will be most effective using a “human component” as opposed to a “corporate mouthpiece” — specifically, veterinarians and other scientists involved with flock care.

“We live in an information age,” Singleton adds.  “People are going to go out and vent their experiences about the things that they consume.  No one goes on a vacation, we don’t go to a movie or a restaurant without ‘googling’ it up and seeing what other people’s experiences are. There’s a repository for truth and information, but you have to engage it and be a part of it.”


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