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First-Ever Online Farm Source Verification System For Poultry

by 5m Editor
8 November 2007, at 10:00am

NEW YORK - It is almost time for Thanksgiving dinner ... do you know where your turkey or chicken have been? Consumers can't ask their poultry what it was fed or where it traveled from.

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"Since I began working in the poultry industry, our business has always put the consumers' needs first. The System is a continuation of that commitment,"

Murray Bresky, CEO, President and namesake of Murray's Chicken.

Today, Murray's Chicken, offers a transparent solution: the first-ever online Farm Source Verification System for poultry. From farm to table, consumers will have access to information about the farm where their all-natural poultry was raised free of antibiotics and hormones.

According to an August 2007 consumer poll (Zogby International), 85 percent of U.S. consumers say it is important to know where their food comes from and 70 percent of food shoppers said they are willing to pay more for produce, poultry, meat, seafood and other food products if they were from the United States of America. Listening to the needs of shoppers, Murray's Chicken designed this informative and innovative Farm Source Verification System.

"Since I began working in the poultry industry, our business has always put the consumers' needs first. The System is a continuation of that commitment," says Murray Bresky, CEO, President and namesake of Murray's Chicken.

From Cluck to Click, the Farm Source Verification System utilizes the mapping capabilities of Google Maps and Google Earth to provide shoppers with access to information about the turkey and chicken family farmers Murray's Chicken worked with that day. The System will launch with six farmers telling their stories and will grow to include more than 40 area farmers.

How it Works: -- Visit http://farm.murrayschicken.com on any internet browser, on any platform - mobile phone, laptop or desktop computer; -- Key in the ID number found on the Murray's chicken and turkey packages; -- See, via Google Earth or Google Maps, images of the farms; and -- Read about the chicken and turkey family farmers that Murray's worked with that day

The Farm Source Verification System is another aspect of the Company's mission to educate consumers about its poultry, where it comes from and how it was raised. "The System is one of many ways that Murray's Chicken is taking strides to provide consumers information about their locally raised chicken and poultry, peace of mind and a great-tasting product," says Bresky.

Murray's Chicken has been a family-owned business for more than 50 years. Murray Bresky took over as the head of the company in the 1970s, from his father, Ben and shortly thereafter, motivated by the concern over the food he served his children and grandchildren, Bresky sought thoughtful alternatives. In the early nineties, he first began raising poultry without the use of antibiotics, growth drugs or hormones. More recently, Murray's Chicken received the Certified Humane label by Humane Farm Animal Care, which is evaluated by EcoLabels.

Murray's Chicken's holiday chicken and turkey offerings, featuring the online Farm Source Verification System, will be available at retailers throughout the Northeast, the Tristate area (NJ, NY, and CT) as well as select retailers in Maryland, Florida and the Midwest immediately.

5m Editor