As a step towards bolstering their transparency efforts, 30 executives from meat and poultry companies joined together to launch a new video highlighting facts about today’s meat and poultry industry.

The video, produced by the American Meat Institute (AMI), is titled “Amazing Meat” and discusses the benefits of US meat supply including affordability, nutrition, food safety and animal welfare.

“This video is the latest step in our ongoing efforts to show the consumers who we are, what we do and how we do it,” said Janet Riley, AMI senior vice president of public affairs and member services.

Along with the video is a companion brochure available both online and in print. Together, the video and brochure are part of an ongoing effort by AMI to increase transparency and share facts the organization says are often overlooked or misunderstood.

AMI also launched a grass roots effort, Communicators Advocating Meat and Poultry (CAMP), to enlist those involved in meat and poultry production to communicate their stories in the community and through social media.

“Ninety-five percent of Americans eat meat and poultry and our products inspire love and devotion amongst consumers -- just look at bacon,” said Riley. “We want people to know that they can feel confident that our products are safe, wholesome, nutritious and delicious and we are committed to sharing the facts with anyone who is interested. We also want them to understand that the people behind the products are real people, with families who consume the same meat and poultry products they do.”

AMI says more videos and projects are planned for 2015.