"We offer both 100 percent natural enhanced and (non-enhanced) fresh chicken," Rhodes said. "It really depends on what the customer wants. It's all about choice." But Bill Mattos, president of the California Poultry Federation, argued that current labeling rules leave consumers (confused). He said the industry needs to work harder at being clear about its products. "With all the talk about food now, all the interest in salt, the chicken industry needs to be very (upfront) about these issues, and be very truthful," said Mattos. A buyer perusing the chicken counter at a San Francisco supermarket agreed.
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