Intelligence
When it comes to poultry, consumers like to eat it but they don't like to live next door to it. They think it's big business, they think it stinks, but most importantly they think the companies are putting pollution straight into the rivers.

The truth is, the disposal of poultry litter in Oklahoma is regulated by some of the most stringent laws in the nation. Even when that litter is applied as fertilizer in protected watersheds, those farmers must adhere to strict, government-approved nutrient management plans.

Adding to these general attitudes about poultry litter, the region's top poultry companies have been sued by the Oklahoma Attorney General to stop the alleged pollution in the Illinois River watershed.

Quite an educational challenge.

Influence
A friendly logo, TV, radio, print and web all work to soften attitudes and create a more knowledgeable consumer.