How to avoid being influenced by fake news about the poultry sector

If you are looking for sources that inform you about how the poultry industry works, it is best not to rely on just one source.

In the poultry sector, as in many other areas related to food and farming, there is a lot of “fake news” or misleading information circulating.

However, there are sites that help you sort through what seems like information, but which manifests itself solely with the intent to criticize a system that is instead very structured to be efficient and respectful of the animals we use to feed ourselves.

There are several authoritative sources and organizations around the world that are committed to providing science-based information and debunking common myths.

Here are some of the main reliable sources and actors working to counter misinformation about chicken and poultry farming in Italy, Europe and beyond:

Sector Organizations and Associations – Italy

These entities often have sections dedicated to debunking fake news and disseminating correct information:

UNAITALIA – The reference association for the Italian poultry supply chain (chicken, turkey, eggs). On their website, and in their communications, you often find articles and sections dedicated to debunking the most widespread myths about hormones, antibiotics, animal welfare and farming methods. They are among the most active sources in the fight against misinformation.

Sustainable Meats – A project that sees the collaboration of various associations and institutions in the Italian livestock sector. They offer scientific insights and debunkings of hoaxes concerning not only chicken, but all meats. They have an approach based on data and science.

Assoavi – The National Association of Laying Hen Breeders. It deals specifically with the egg sector and fights misinformation about laying hens and breeding systems.

European Trade Associations – There are also associations at European level that represent the sector and publish material to combat fake news, often in collaboration with national associations.

Scientific and Ministerial Institutions – Italy

These are primary sources of information, based on research and legislation:

Ministry of Health (Italy) – The Ministry publishes guidelines, reports and official communications on food safety, animal welfare and the use of drugs in livestock farming. Their information is the basis of Italian and European legislation.

Experimental Zooprophylactic Institutes (IZS) – These are public research and service bodies that operate under the supervision of the Ministry of Health. The Experimental Zooprophylactic Institute of Lombardy and Emilia Romagna (IZSLER), for example, is a National Reference Center for Animal Welfare (CReNBA) and produces documents and manuals on the welfare of livestock, including chickens, which also serve to disprove incorrect practices.

EFSA (European Food Safety Authority) – The European Union agency that provides scientific advice and disseminates communications on risks associated with the food chain. Their assessments form the basis for many European regulations and are a highly reliable source on issues such as food safety, antibiotic use and animal welfare.

University Departments of Veterinary Medicine – Many Italian universities, through their departments of veterinary medicine or food sciences, publish articles, research and information sheets for the public, often refuting myths and fake news with scientific data.

What has been indicated so far generally concerns broader institutional or sector sources.

Then there are specific platforms dedicated to “debunking” (the denial of hoaxes) that offer more in-depth and targeted analyses, not only on poultry farming, but on scientific and health topics in general.

Here is a first list of excellent sites that can be coded as general anti-fakes:

General Fact-Checking Sites – Europe and Outside Europe

(with sections that often also touch on the agri-food sector)

 

In Italian

Pagella Politica / Facta.news – Their main focus is politics and current affairs, but they have relevant sections dedicated to fact-checking on health, environmental and, consequently, also agriculture and food. Their in-depth analyses with citation of sources are interesting. They have a rigorous fact-checking approach and verify the statements with data and expert opinions, including those in the agri-food sector.

In English

Snopes.com – One of the oldest and most well-known fact-checking sites in the world. It covers a wide range of topics, from urban legends to current events, including numerous myths about food, agriculture, and animals. It provides detailed analysis, often with historical research and references to official studies or statements.

Full Fact (UK) – An authoritative fact-checking organization based on evidence analysis. Focused on the UK, they nevertheless address many of the universal farming and food issues and their analysis is difficult to dispute. Similar to Pagella Politic a, they are based on in-depth data and research.

FactCheck.org – A project of the Annenberg Public Policy Center, focused on U.S. politics, with sections addressing international science and health issues.

Compared to sites of entities such as UNAITALIA, Ministry of Health, EFSA (which are primary or institutional sources that provide “official truths” and data to start from), fact-checking sites (such as Snopes, Pagella Politica, Facta.news ) act as active ” debunkers “. Their role is to take a specific statement (often viral or widespread) and analyze it point by point, comparing it with the available evidence and dismantling the inaccuracies.

 

 

Then we find “More About Chicken (MAC)” and “Nutriamocidibuonsenso”, more recently established, but very popular and active. These are two other excellent examples of websites that are dedicated to countering fake news in the poultry sector, providing arguments based on facts and often scientifically supported.

Let’s see some of their characteristics derived from a mini survey carried out among the public that follows them and which is constantly growing:

 

More About Chicken (MAC) – ( www.moreaboutchicken.com )

  • Nature and Objective – As the name suggests, it is an international site (with content in English, but also automatic translation services) that aims to shed light on the world of chickens and poultry farming. It was born with the specific aim of fighting misinformation and “fake news” that circulate in the sector, often generated by animal rights associations or by a lack of knowledge of modern breeding practices.
  • Approach – The site aims to transmit professional content and thoughts from the poultry world, free from emotional interference. It is managed by communication professionals who follow and are informed about the sector, trying to provide objective and scientifically based views. It does not accept advertising and declares to avoid conflicts of interest.
  • Contents – Addresses common questions and myths about raising chickens, such as rapid growth, antibiotic use (often debunking the hormone myth), animal welfare, genetics, and environmental impact. Publishes articles that answer specific questions, such as “Are slow-growing chickens better?” or “But those antibiotics…are they in chickens or not?”
  • Founder – It was created by Pietro Greppi, a professional in ethical marketing and communication who is committed to supporting the poultry sector with an informative and transparent approach.
  • Relationship with the supply chain – It positions itself as an information point for the final consumer, trying to bridge the gap between the industry and the public, often exposed to misleading information.

 

Let’s feed ourselves with common sense – ( www.nutriamocidibuonsenso.it )

  • Nature and Objective: This site is closely linked to More About Chicken, as also indicated by the search results (“From MAC comes www.nutriamocidibuonsenso.it”). The name itself (“Nutriamoci di buon senso”) explains its mission: to provide balanced and reasonable information on nutrition and, in particular, on the livestock sector, with a focus on poultry.
  • Approach: Shares More About Chicken’s “anti-fake” philosophy, but with a more specific focus on Italian audiences and an emphasis on “common sense” in addressing food and farming issues. Again, the goal is to debunk myths and misconceptions through logical, fact-based arguments.
  • Contents: Often takes up and deepens the themes covered by More About Chicken, translating and adapting them to the Italian context. It deals with topics such as air in farms, the differences between “breeder” and “farmer”, and strategies for “Feeding the Planet”.
  • Synergy: The birth of Nutriamoci di buon senso from More About Chicken suggests a strategy of widespread dissemination of correct information, both internationally and specifically for national markets.

 

Why “MoreAboutChicken (MAC)” and “Nutriamocidibuonsenso”
Are they considered by the public as valid resources in the “anti-fake” context in the poultry sector?

These two sites stand out from the others because:

  • They are focused: they are not generic news sites, but focus specifically on the poultry industry and the controversies surrounding it.
  • They offer insights: they don’t just deny, but try to explain the reasons behind their claims, often citing data or references.
  • They aim for transparency: despite being linked to the sector if only for the way they express themselves in its favor, they declare that they want to provide communication free from prejudice and oriented towards scientific truth.
  • They are an excellent complement to institutional sources: while Ministries, Agencies and Zooprophylactic Institutes provide official data and regulations, these two sites focus on the dissemination and active “debunking” of misleading narratives circulating among the public.
  • They offer the opportunity to ask questions which the editorial staff responds directly via email.

 

In short, both “More About Chicken” and “Nutriamocidibuonsenso” are valuable resources for those seeking reliable and controversial information on the world of chicken, standing out for their commitment to countering misinformation with an approach based on facts and in-depth arguments, well told and oriented towards a simple and clear narrative because it is dedicated above all to consumers who , otherwise, would be exposed only to the fake news of anti-farming associations that are usually very determined to instrumentally emphasize certain aspects and data by exposing them as “critical” and carefully avoiding the scientific analysis that in this sector is instead fundamental.

www.moreaboutchicken.com and www.nutriamocidibuonsenso.it

At European and non-European level, we find trade associations in the poultry sector, which are actively committed to combating misinformation and “fake news” through communication campaigns, publication of scientific data and collaboration with national authorities and associations.

Here are some of the most relevant:

At European level

AVEC (Association of Poultry Processors and Poultry Trade in the EU countries)

It represents the European poultry industry (the processors and traders of poultry in the EU countries). It is active in promoting best practice, sustainability and food safety. It publishes reports, statements and participates in public debates to clarify the industry’s position and try to dispel common myths, particularly on issues such as animal welfare, the use of antibiotics and hormones (the use of which is banned in the EU). It works closely with the European Commission and other institutions to ensure that policies are based on sound science.

Copa-Cogeca

Although not exclusively dedicated to the poultry sector, Copa (Committee of Professional Agricultural Organizations) and Cogeca (General Confederation of Agricultural Cooperatives) are the main organizations representing farmers and agricultural cooperatives in the EU. They have sections dedicated to the poultry sector and intervene on issues affecting meat and egg production, including defending the sector from unfounded accusations and promoting sustainable and responsible farming practices.

European Livestock and Meat Trades Union (UECBV)

It represents the meat (not only poultry) and livestock industry in Europe and although it is broader, it also covers poultry trade and processing. It focuses on issues such as food safety, hygiene standards and trade regulations, and helps provide accurate information to the public and regulators.

Internationally (Extra-European and Global)

 

International Poultry Council (IPC)

It is the global association representing the poultry industry internationally. It brings together national and regional associations from around the world. The IPC is an authoritative voice on global issues related to poultry production, trade, food safety and sustainability. It regularly publishes reports, position papers and statements to inform the public, but especially institutions, on science-based industry practices and to address emerging issues, including fake news. Their work aims to ensure that the global poultry sector is accurately understood and that policy decisions are informed by real data.

World Poultry Science Association (WPSA)

It is an international scientific organization dedicated to the advancement of research and knowledge in all areas of poultry science. Although it is not a trade association in the strict sense (it does not directly represent companies), its members are academics, researchers and professionals who produce and disseminate scientific knowledge through publications, conferences and seminars. It provides a reliable data base that can be used to refute fake news and promote accurate understanding of the industry. Note that many trade associations rely on their own research.

National Chicken Council (NCC) – United States

It is the primary trade association for the chicken industry in the United States. They are extremely active in public communication and have dedicated sections on their website to debunk common myths about chicken (e.g. hormones, antibiotics, farming methods). They produce videos, infographics, and articles to educate consumers and the media.

US Poultry & Egg Association (USPOULTRY)

Another major US association representing all segments of the poultry and egg industry. It focuses on research, education and industry relations. Like the others mentioned so far, it helps provide accurate information and counter misinformation, often supporting scientific research that serves to debunk myths.

Non-EU National Associations

Brazilian Association of Animal Protein (ABPA)

Brazil is one of the largest producers and exporters of poultry in the world. ABPA is very active in defending the image of the Brazilian product and providing information on its quality and safety.

Vietnam Poultry Association

Recently, it has been proactive in debunking rumors about “fake eggs,” working with authorities to combat the spread of such false information, as later published research has shown.

In essence, all these associations try to combat fake news through:

  • Science Data – They publish studies, research and facts based on science.
  • Communication Campaigns – They launch campaigns on traditional and social media to educate consumers.
  • Collaboration – They work closely with governments, regulators, scientists and other associations to ensure consistent and accurate information is disseminated.
  • Transparency – Some promote transparency about farming and production practices.
  • Fact-checking – They often create “Fact Check” or “Myth Buster” sections on their websites to directly address false claims.

 

Those listed in this article are active entities that represent valuable resources for anyone seeking reliable information about the poultry industry beyond the sensationalism and misinformation.

We remind you that:

  • on the site you are reading you can use the form dedicated to contacting us to ask questions relating to the poultry sector, send information notes, proposals and receive answers via email;
  • using the search tool (magnifying glass) available on the site you can easily search and find articles that contain the words you are interested in;
  • the information we publish on moreaboutchicken.com and www.nutriamocidibuonsenso.it comes from the analysis and relative synthesis of everything that is published by the various most authoritative sites cited as well as from direct sources of international professionals in the poultry sector (technicians, nutritionists, veterinarians, …)

 

We thank you for any endorsement of our work that you will want to spread.

Good continuation.