The entire retail line of Tyson branded chicken products will be made from birds raised with “No Antibiotics Ever,” the Springdale, Arkansas, USA-headquartered company announced on May 2. Products have now begun to appear on shelves at grocery stores nationwide.
Coinciding with the announcement, a documentary video series is being released that gives consumers an inside look at Tyson products and practices. The series, filmed by award-winning documentarian Daniel Junge, addresses what are regarded as a variety of misconceptions about the brand – from how chickens are raised to what’s inside a Tyson chicken nugget. The first video just launched, with the remaining rolling out online and across social media over the next several weeks.
“The videos and our No Antibiotics Ever commitment represent a big step for the Tyson brand in our efforts to act sustainably and transparently,” said Duke Zandstra, senior marketing director. “Our goal is to show what good can come when a food company the size and scale of ours opens its doors and invites people in.”
Junge met with farmers and their families, plant workers, chefs, animal well-being experts, veterinarians, hatchery managers, truck drivers and others. He also interviewed the company’s namesake and chairman, John Tyson. His comments are featured in the video series.
“I was excited to go where cameras aren’t typically allowed,” said Junge. “To go behind the scenes of a big chicken producer is intriguing to me. I was interested in seeing the reality behind a lot of the stories you hear about ‘big food,’ and was impressed with the access Tyson Foods provided me to do exactly that.”
The first video takes viewers inside a chicken farm to show how independent farmers raise Tyson chickens and addresses misconceptions about where the company sources its birds. Additional videos in the series will address a range of topics including a detailed demonstration of how Tyson chicken nuggets are made and an interview with a veterinarian about the move to No Antibiotics Ever. All video content will be available to view on www.tyson.com/our-practices.
What the videos don’t answer, the Tyson brand team is inviting people to ask on its Facebook page. Experts will be on-hand to answer and further demonstrate the company’s commitment to transparency.
“We’re working to drive positive change at scale and are constantly striving to do better,” said Zandstra. “It’s important we invite people in and along for the journey. In the end, we hope people feel good about Tyson® chicken when they head to the grocery store.”
About Tyson
In the 1930s, John W. Tyson moved his family to Arkansas and began delivering farm-raised chickens directly from his truck. Today the brand’s portfolio of products includes Tyson frozen and non-frozen chicken, Naturals Chicken, Grilled & Ready Chicken, Any’tizers Snacks, Tyson Chicken Nuggets and Crispy Strips.
Tyson ranks as one of the world’s largest food companies. In addition to the Tyson brand, its labels include Jimmy Dean®, Hillshire Farm, Sara Lee, Ball Park, Wright, Aidells and State Fair. In North America it’s a recognized market leader in chicken, beef and pork as well as prepared foods, including bacon, breakfast sausage, turkey, lunchmeat, hot dogs, pizza crusts and toppings, tortillas and desserts.
The company supplies retail and foodservice customers throughout the United States and approximately 115 countries. It currently has approximately 114,000 employees working at more than 400 facilities and offices around the world.
