A critical disconnect between consumer perception and scientific reality around highly pathogenic avian influenza (HPAI) could affect future chicken sales, industry experts warned at the 2025 Chicken Marketing Summit, held at the DeSoto Savannah in Savannah, Georgia, on July 28-30.
With 41% of consumers believing they can contract bird flu from properly cooked chicken, experts warn the industry has a limited window to regain control of the narrative before long-term damage occurs. Read more