Leger survey shows Canadians underestimate industry sustainability and standards
Chicken is Canada’s favorite protein, according to a recent survey conducted by Leger for Chicken Farmers of Canada. 84% of Canadians purchase fresh chicken on a regular basis, and 90% place chicken among the top three meats they eat most often – consuming more Chicken than beef [72%], pork [52%] or other meats.
Among all respondents, 84% report they have something that they like about chicken. The most common reasons Canadians like chicken products include flavour/taste, the versatility of chicken, and the fact that chicken is a healthy source of protein.
Despite their love of chicken products, the survey also reveals many Canadians don’t have the full story when it comes to their knowledge of the Canadian chicken farming industry:
- Only 43% of respondents believe that Canadian chickens are raised without hormones or steroids, when in fact hormones and steroids have not been used in Canadian chicken production for more than 50 years.
- On average, respondents who gave an answer, believed only 45% of chicken farms in Canada are family owned and operated, when in reality Canada is home to 2,800 chicken farms and over 90% are family owned and operated.
- 57% of respondents correctly believe there are animal welfare standards applicable to all chicken farms across Canada. These standards are consistent, mandatory and third-party audited.
- 34% of Canadians believe chicken is the most sustainable meat, and this checks out: Canadian chicken farms lead in sustainability with the lowest greenhouse gas emissions among all livestock commodities.
When you have access to the facts, it’s clear: Canadian chicken farms lead the way in sustainability while providing affordable food to Canadians. The industry is a key economic driver, sustaining 87,000 jobs across the country while contributing $6.8 billion to GDP and $2.2 billion in tax revenue to all levels of government.
Survey completed by Leger: An online survey of 1,500 Canadians was completed between Nov 13 and 23, 2017, using Leger’s online panel, LegerWeb. A probability sample of the same size would yield a margin of error of +/-2.5%, 19 times out of 20.
Leger is the largest Canadian-owned polling, research and strategic marketing firm with over 600 employees in Montreal, Quebec City, Toronto, Edmonton and Calgary in Canada as well as Philadelphia in the United States. Leger distinguishes itself through its marketing intelligence and strategic advice.
About Chicken Farmers of Canada
Chicken Farmers of Canada represents the 2,800 chicken farmers from coast to coast, and ensures that the Canadian chicken that consumers want is safe, delicious, and raised to the highest standards.
www.chicken.ca | www.chickenfarmers.
Nic Canning | Sr. Account Manager | Smithcom Ltd.
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