HPAI vaccination for broilers is controversial in the U.S. due to worries about its effect on trade. Consumer trust crisis demands immediate actionThe consumer research reveals a dangerous trust gap that threatens long-term market stability. "Consumer trust isn't something that we defend, it's something that we build over time," Levine said. Attend the 2026 Chicken Marketing SummitThe 2026 Chicken Marketing Summit will be held at the Innisbrook Resort in Palm Harbor, Florida, on July 27-29, 2026. Serving a unique cross section of the chicken supply chain, the Chicken Marketing Summit explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.