Fowl language
Last month, I posted a questionnaire to you meat eaters about a new line of chicken products. I promised to report on the results. So here you go:
- Of the descriptive terms provided to you, the most often chosen as ‘positive’ were No Hormones Added, Organic, Humane and Cage-Free.
- “No Hormones Added” is the top scorer. Action: We will be sure to use this phrase on the front of our packaging.
- “Organic” doesn’t mean a lot to everybody, but it is of major import to those who do want it. Action: We had taken it off packaging, but will put it back on.
- “Humane” and “Cage-Free” run neck-and-neck. Action: We will seek a seal of approval from one of the groups specializing in humane treatment of farm animals.
- The biggest negative to the term Halal is a lack of understanding. Only one respondent said “Muslim” is a deal breaker regardless. Action: The packaging will make it clear that you do not have to follow specialized guidelines to prepare.
- “Amish” is not a hot button. Action: We will picture an Amish-looking barn on the package but not dwell on it in the copy.
- Nobody likes to pay more (duh!). But it isn’t a deal breaker for most … “My health is really important to me and I can cut out something unnecessary in order to have healthy foods.” Action: Stay with a higher price if it means better quality.
While this group of respondents is too small and too diverse to be all the research needed, it is at least directional. What I learned from it is that “humane” has greater import than I might have thought. So calling this product Healthy and Humane is far more important than whether the term Halal is ever understood.
Thanks to you all for your fowl suggestions.