Tyson has doubled down on its commitment to providing chicken that has been raised without antibiotics by announcing that their entire retail line will be from birds raised with No Antibiotics Ever (NAE).
To give consumers a behind the scenes look at the brand, they have released a series of documentary films.
"The videos and our No Antibiotics Ever commitment represent a big step for the Tyson brand in our efforts to act sustainably and transparently," said Duke Zandstra, senior marketing director, Tyson, in a statement. "Our goal is to show what good can come when a food company the size and scale of ours opens its doors and invites people in."
The series, which was filmed by documentarian Daniel Junge, will cover topics from how chickens are raised to what’s inside a Tyson chicken nugget.
"I was excited to go where cameras aren't typically allowed," Junge said in a statement. "To go behind the scenes of a big chicken producer is intriguing to me. I was interested in seeing the reality behind a lot of the stories you hear about 'big food' and was impressed with the access Tyson Foods provided me to do exactly that."
The first film is called, “American Made” and answers the question, “Is Tyson Chicken produced in the USA?” The film visits a real family farm in Elkins, Arkansas and shows a day in the life of farmer Jeff Marley who has been raising Tyson chicken for over a decade. It shows viewers how independent farmers, like Jeff, raise chicken.
The rest of the videos in the series will address topics including a detailed demonstration of how chicken nuggets are made and an interview with a veterinarian about the move to No Antibiotics Ever.
"We're working to drive positive change at scale and are constantly striving to do better," Zandstra said. "It's important we invite people in and along for the journey. In the end, we hope people feel good about Tyson® chicken when they head to the grocery store."