According to USDA estimates, Americans will eat 92 pounds of chicken per person this year, a record amount. With that popularity, variety and so many choices, come questions, confusion and sometimes misperceptions. The National Chicken Council (NCC) understands people want to know more than just that the food they purchase is safe for them — they want to know it was raised humanely and sustainably.

To help answer those questions and cut through some of the confusion, NCC as part of its Chicken Check In initiative announced the launch of a new blog – The Cluck – and a new Instagram account.

The Instagram page features pictures from chicken farmers from across the country going about their daily business on their farms, caring for their flocks.

“Chicken farmers and company personnel take pride in the care of their chickens, and the fact is that our national flock is as healthy as it’s ever been, but we know it’s on us as an industry to do a better job of providing more information about how the chicken we feed our families is raised and produced,” said Tom Super, NCC senior vice president of communications. “The new blog and Instagram page offer two more vehicles for us to that.”

Chicken Check In was launched in December 2015 and is continuously updated to help provide real answers about current issues in chicken production and give consumers as close of a look as they would like at the lives of the birds. In addition to the new blog and Instagram page, the site contains videos, FAQs, infographics, and links to Facebook, Twitter, YouTube and Pinterest.