Aviagen CEO Jan Henriksen discusses how the entire poultry value chain must communicate with consumers in ways they understand if trust is to be won and maintained in an article published on WATTPoultry.com.

The future of global food security will not be decided by science alone. It will also depend on whether the public trusts how food is produced.

Communicating food origins is complicated. Most consumers are generations removed from farms, reducing knowledge of how food is produced and where it comes from.