MODESTO, CALIFORNIA—New federal guidelines for "fresh" labeling on poultry are about to take effect. And the California Poultry Industry Federation has contracted with AGCOM International to produce a series of videos detailing the new regulations.

The first video will be targeted toward poultry processors and retailers to show them just what the new regulations are, and how they will impact the industry. Details on specific labeling requirements, temperature standards for "fresh," and guidelines for stocking retail displays will be covered in the program.

Secondly, AGCOM will produce a public awareness video explaining the CPIF mission, goals, and accomplishments in promoting the highest quality poultry food products to the consumer in a competitive manner.

And a video news release will also be produced and sent to major media outlets to inform the public about the new guidelines. "Consumers were a major force in helping us win this battle," said CPIF President, Bill Mattos.

The previous U.S.D.A. regulations allowed frozen, or previously frozen poultry to be labeled as "fresh." The California Poultry Industry Federation launched a fight to change the rules to reflect what it called a "common sense" approach that would not be misleading to consumers.

After December 17th, the new U.S.D.A. regulations will require that no poultry be labeled fresh if it has ever been chilled below 26 degrees Fahrenheit. Products whose internal temperature has ever been at or below zero degrees Fahrenheit must be labeled "frozen," or "previously frozen." There is no special labeling for poultry between zero and 25 degrees Fahrenheit. But the U.S.D.A. says any descriptive labeling may not be misleading.

"Before we won this battle, the only thing the consumer could count on when they saw 'fresh' on the label was that the chicken was dead," said Mattos. "That poultry may have been frozen hard as a bowling ball for shipment, then thawed at the supermarket and sold to an unsuspecting consumer labeled as 'fresh.' It made absolutely no sense."

Eastern poultry producers, particularly in Arkansas, were bitterly opposed to changing the rules. It took years of public awareness campaigns, congressional testimony, and court battles to overcome their powerful opposition, and bring about labeling reform. Consumers with questions on the new poultry labeling rules may call the special toll free "Fresh Hot Line" at 888-822-4004. The CPIF web site is at http://www.cpif.org .

By Larry Klaas, AGCOM International