Chicken Farmers of Canada (CFC) developed a brochure that provides all of the key messages that consumers need to know around the issues of AMU and AMR and what Canadian chicken farmers are doing about it. A focus for this is clarifying the difference between resistance and residues, assuring consumers that there are no issues with antibiotic residues in chicken, and highlighting the role that consumers have in food safety.

This has been shared with provincial boards for their use, and it is available both electronically and in hard copy. Many copies of this have been distributed to consumers across the country, at trade shows and other events. The messages from this brochure have been shared widely on our social media channels, and a series of videos  were created to share this content as well.