Consumers need to realise “we have families just like them” and share the same concerns about food safety, flock welfare and the environment, John Smith, DVM, AAAP president, told Poultry Health Today.

AAAP plans to promote its redesigned website to consumers and provide more information aimed at building trust.

Smith said the scientific organisation has also formed a digital information committee that will explore additional ways to promote the AAAP’s expertise to the industry, the media and consumers.

In addition, the association’s new public trust taskforce is examining how AAAP can increase its visibility and reinforce its position as a trusted, scientific source for information on commercial poultry production.

Smith emphasised that flock welfare and responsible antibiotic use are probably the two areas where AAAP could help counter misconceptions and educate both the foodservice industry and consumers.

While changes in regulations have given veterinarians more control over antibiotic use, AAAP also wants consumers to understand why it’s important for veterinarians to have continued access to FDA-approved antibiotics.

Pointing to some consumers’ “fear of technology and science,” Smith said the best way to communicate this message is by helping the industry be more transparent, making a personal connection with consumers and using AAAP members’ expertise to lead the conversations.