(No) salt, focus of new chicken campaign

Foster Farms is preparing for an awareness campaign that aims at reassuring consumers that the poultry company has never, and will never, inject its fresh chicken with saltwater.

Beginning in April, the company will launch a consumer awareness campaign to inform shoppers of the little known practice of some producers “plumping” – or injecting – fresh chicken with unusable saltwater, says the poultry company.

“Plumping” costs consumers in their health and their bottom line. The average serving of plumped chicken contains more sodium than a large order of French fries, or more than 25% of the daily recommended allowance, says Foster Farms press release.

Research shows that high sodium intake is linked to many diseases, including high blood pressure and heart disease. Consumers who purchase plumped chicken could pay up to $1.50 per package, or more than $100 per year per household, on saltwater, alone. Some chicken companies have been plumping chicken for years and labelling the product ‘Natural’.

“There’s nothing ‘natural’ about saltwater that consumers are unknowingly paying for at chicken prices,” said Director of Marketing and Advertising Services for Foster Farms, Ira Brill. “We believe consumers who purchase fresh chicken should get what they expect to pay for, particularly in these tough economic times. We feel it’s important to continue our 70-year commitment to producing premium, all natural, fresh poultry.”

Foster Farms’ new program, which involves television advertising, events, online and out-of-home components, begins 13 April, and will focus on uncovering the practice of “plumping” fresh chicken with saltwater.

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