Fire your PR firm: Sanderson Farms takes on misleading food labels

In a new ad campaign recently released by Sanderson Farms, Inc., the company seeks to educate the public on common misconceptions surrounding the use of antibiotics in poultry production, while exposing marketing gimmicks designed to mislead consumers and sell products at a higher price.

Schooner-TunaSorry, you lost me at educate consumers. My mom the kindergarten teacher for 40 years could tell you how to educate folks.

So maybe switch to providing information.

Lead with a positive, not a negative, and especially not bashing the media.

You don’t say why antibiotics are useful.

And you make no emotional connection with the buying public.

Yes, trash others for using shit messages, but get emotional about it.

I like the clip, below, from my unintentional biography, Mr. Mom.

“At Sanderson Farms, we have a responsibility to empower consumers to make informed decisions by debunking the myths perpetuated through the media and the unfortunate use of misleading labels,” said Joe F. Sanderson, Jr., CEO and chairman of the board for Sanderson Farms. “Some in the industry, by way of their labels and advertising efforts, have misled consumers to believe that only their chicken is raised cage free and is free of antibiotics and added hormones. The fact is that FDA regulations require all chicken made available for purchase be free of antibiotic residues and the use of added hormones has been illegal since the 1950’s.”

“As long as scientific research indicates that antibiotics are safe and healthy, we’ll continue to make the right decision when it comes to how we raise our chickens for our customers. Sanderson Farms’ number one priority continues to be providing our consumers with safe, wholesome, high-quality chicken,” Sanderson concluded.

Sanderson Farms’ position on the responsible use of antibiotics is supported by experts across the industry who agree with their position on the responsible use of antibiotics in food-producing animals. This includes a full range of specially-trained veterinary scientists and nutritionists that continuously research and study the best practices for maintaining the best health and well-being of flocks raised for food.

For more information on the facts surrounding the responsible use of antibiotics, please visit