Geared toward Millennial consumers, the North American Meat Institute (NAMI) unveiled the new website www.MyMeatup.org, aimed at expanding transparency and making information about meat and poultry cuts, cooking, nutrition, production practices and recipes more accessible.

“The MeatUp site is the first-of-its-kind resource that will equip the new generation of young adults and families with the knowledge and skills to make meat and poultry part of a healthy, balanced diet,” says Barry Carpenter, NAMI president and CEO. “The website appeals to consumers’ appetite for transparency, debunks common meat myths and provides useful food safety, preparation, cooking and recipe tips.”

The mobile-friendly website also features an overview of the most popular meat cooking methods, a cold storage chart to gauge product freshness, a scale to help determine meat doneness and a glossary of essential meat terms.

In the future, NAMI plans to enhance the accessibility of MyMeatUp.org’s content by creating a MeatUp mobile app.

“This site aptly combines content on pertinent industry issues with user-friendly, consumer-oriented information that will interest both meat novices and experts alike,” Carpenter says.