Nandu’s seeks to raise awareness with ‘Right to Good Meat’ campaign

Released a series of informative videos and launched a print and digital campaign

Bengaluru-based meat retail brand Nandu’s is invoking consumers to exercise their right to buy and consume fresh and healthy meat. The brand has launched a unique consumer focused campaign titled “Right to Good Meat”. A first-of-its-kind initiative, the campaign aims to educate consumers on their right to know everything about the meat they eat- How is it raised? Where is it processed? The source, quality control processes and hygiene standards involved in the making of their favourite meat.

The traditional meat market has so far been driven by the habit, convenience, and price sensitivity of the consumer. Usually, very little or no heed is paid, either by the consumer or by the seller, to the importance of food safety while identifying or declaring the source and environment in which the meat is reared for human consumption. It thrives on the good faith that the consumer reposes in the seller. Therefore, traditional meat producers or retailers have never felt the need to walk the consumers through the stages involved in the production of meat – from rearing to the processing and retailing of meat. 

Narendra K Pasuparthy – Chief Farmer, Founder & CEO, Nandu’s, said, “Our “Right to Good Meat” initiative is a step forward in disseminating information to consumers in general, and thereby fostering transparency in one of the fastest growing markets in India.”  

Nandu’s, and the larger Nanda Group, have been pioneers in the business of organized poultry and livestock farming since 1963. The organization owns and operates the entire supply chain from farms to retail stores, and follows stringent quality checks to ensure that the highest standards of food safety practices are adhered to through the entire process.

image credit- shutterstock

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