British Chicken Marketing has again hired celebrity GP Dr Hilary Jones to reassure consumers that poultry meat is safe, in spite of the outbreak of bird flu in Turkey.
British Chicken Marketing took similar steps last year when there was a similiar media frenzy. Sector bosses believe damage was limited by informing the public that there was no known risk of catching the disease from raw meat.
Jones this week appeared on several radio stations to answer listeners’ questions.
British Chicken Marketing chairman Charles Bourns said: “We need to keep educating people so that when we get so much hype they will understand things better.”
TNS data revealed that in the four weeks to November 6, when TV, press and radio coverage of bird flu peaked last year, value sales of poultry fell 6.1% year-on-year to £263m.