irradiation to improve meat safety what do consumers expect? studies show consumer attitudes on meat...

Irradiation to Improve Meat Safety

What do consumers expect?What do consumers expect?

Studies show consumer attitudes on Studies show consumer attitudes on meat safety and willingness to accept meat safety and willingness to accept

irradiated productsirradiated products

What do consumers really think?

Several consumer studies have been Several consumer studies have been conducted which help us understand their conducted which help us understand their concerns and willingness to purchase concerns and willingness to purchase irradiated meat products.irradiated meat products.

What do Consumers Think?

Kansas State SurveyKansas State Survey Mailed educational brochure consumersMailed educational brochure consumers Followed by questionaireFollowed by questionaire ResultsResults

75% said they would buy at same $75% said they would buy at same $55% said they would buy at higher $55% said they would buy at higher $

Purchase at Meat LabPurchase at Meat Lab70% bought irradiated poultry at same price70% bought irradiated poultry at same price52% bought if $.10/lb higher52% bought if $.10/lb higher

American Meat Institute

Gallop interview Gallop interview 54% would buy 54% would buy (after irradiation was (after irradiation was

explained)explained)

Consumer survey

University of GAUniversity of GA 45% would buy 45% would buy (if labeled)(if labeled) 17% would not17% would not 38% undecided38% undecided

Consumer Preceptions of Meat Irradiation Meat and Poultry magazineMeat and Poultry magazine Sosland Research ServicesSosland Research Services March 2000March 2000

Objectives Identify current level of consumer Identify current level of consumer

awareness about meat irradiationawareness about meat irradiation Determine consumer attitudes about Determine consumer attitudes about

irradiated meatirradiated meat Assess consumer willingness to purchase Assess consumer willingness to purchase

irradiated meatirradiated meat Determine consumer preferences for Determine consumer preferences for

information sources of potential benefits information sources of potential benefits and potential problemsand potential problems

Survey methods

Surveyed random sample of 2000 Surveyed random sample of 2000 households in Kansas Cityhouseholds in Kansas City

Two Mailings in January 2000Two Mailings in January 2000 Returns accepted through March 10Returns accepted through March 10 Received 372 completed surveys of 1,991 Received 372 completed surveys of 1,991

valid addressesvalid addresses

Respondent Profile

Female = 56.8%Female = 56.8% Mean age = 52 (20 – 88)Mean age = 52 (20 – 88) Three-quarters (75.5%) were not currently Three-quarters (75.5%) were not currently

raising childrenraising children

Education level of respondents

27.0%

8.1%

6.2%

28.8%

30.1%

0% 10% 20% 30% 40%

Advanceddegree

College Gradute

Some College

H. S. Gradute

Did notcomplete H.S.

Income level of respondents

(Medium) $35,000 to

$74,99943%

(Low) Less than $20,000

30%

(High) $75,000 or

more27%

Ethnicity

18.1%

5.4%

76.5%

0% 20% 40% 60% 80% 100%

Caucasian

African American

Other

Grocery Shopper Concerns

51.2%

42.9%

25.5%

15.9%

0% 10% 20% 30% 40% 50% 60%

Food Safety

Nutritional Value of Food

preservatives and additives

Organic v. Non-Organic

Food-Related RisksRanked seriouness of food-related risks1=least serious 5=most serious

4.07

3.46

3.27

2.71

2.52

0 1 2 3 4 5

Foodborne Illness/disease

Pesticide Residues

Environmental Contaminants

Additives and Preservatives

Malnutrition

How Safe is Food?How comfortable are you that the food you buy is safe?1=Not Comfortable at all 5=Very Comfortable

3.13

3.22

3.36

3.5

3.6

3.75

2.8 3 3.2 3.4 3.6 3.8

Women

Overall

MenAll FoodMeat and Poultry

Bacterial Contamination in MeatConcern that the following have bacterial Contamination1=Not at all Concerned 5=Very Concerned

2.6 2.8 3 3.2 3.4 3.6 3.8

Poultry

Seafood

Pork

Beef

Source of Meat ContaminationWhere do you think the source of meat contamination occurs?

DistributorsGrocery StoresConsumerProcessing/ Slaughtering

0%

10%

20%

30%

40%

50%

60%

70%

80%

Are You Familiar with Meat Irradiation?

71.8%

58.2%

47.4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Men Average Women

INCOMEAre you familiar with Meat Irradiation?

40.9%

56.6%

78.4%

0%10%20%30%40%50%60%70%80%

Low income MiddleIncome

High Income

% Yes

How do you feel about meat irradiation being used to eliminate bacteria in meat?1=Not at all Comfortable 5=Very Comfortable

1 2 3 4 5

15.7%17.4%

31.8%

22.7%

12.4%

0%

5%

10%

15%

20%

25%

30%

35%

mean=2.99women=2.72men=3.33

How likely are you to buy irradiated meat?1=Very Unlikely 4=Very Likely

13.6%

25.8%

43.1%

17.6%

0%5%

10%15%20%25%30%35%40%45%

1 2 3 4

Women=2.51Overall=2.65Men=2.87

How likely are you to pay MORE for Irradiated Meat?1=Very Unlikely 4=Very Likely

17.1%

35.4% 36.5%

11.0%

0%

5%

10%

15%

20%

25%

30%

35%

40%

1 2 3 4

mean=2.41

Pay More for Irradiated Meat?1=Very Unlikely 4=Very Unlikely

3.12.65 2.49 2.38 2.2

0

0.5

1

1.5

2

2.5

3

3.5

Did notcomplete

HS.

HS.Graduate

SomeCollege

Collegegrad

Advanceddegree

Sources consumers trust for information on Meat Irradiation

67.2%62.1%

50.3%

33.3%

15.6%9.9% 9.4%

5.4%

0%

10%

20%

30%

40%

50%

60%

70%

Univ.Resrchrs

HealthProfs

MedicalOrganiz.

Govt HomeEcnmsts

MeatCos.

Supermarkets

Restauteurs

Will they buy it??

Strawberries - 1992, over 1000 pints sold in Strawberries - 1992, over 1000 pints sold in 5 days in North Miami Beach5 days in North Miami Beach

Poultry - 1993, sold out of boneless breasts Poultry - 1993, sold out of boneless breasts in 2 days in Northbrook, ILin 2 days in Northbrook, IL

Poultry - has sold irradiated poultry since Poultry - has sold irradiated poultry since 1993 1993

Consumer education is important

There is no health riskThere is no health risk There is no environmental riskThere is no environmental risk It will reduce (nearly eliminate) pathogensIt will reduce (nearly eliminate) pathogens It will not replace other food safety It will not replace other food safety

proceduresprocedures Low levels will not affect palatabilityLow levels will not affect palatability It will result in a safer productIt will result in a safer product

Any Questions?

Public Concerns?? Will new potentially harmful, chemical Will new potentially harmful, chemical

compounds be created in irradiated foods?compounds be created in irradiated foods? Would nutrients be lost if foods were Would nutrients be lost if foods were

irradiated?irradiated? Can unscrupulous processors use irradiation Can unscrupulous processors use irradiation

to conceal contamination of spoiled foods?to conceal contamination of spoiled foods? Will workers or others be exposed to Will workers or others be exposed to

dangerous levels of radiation?dangerous levels of radiation?

Why get involved?

Irradiated ground beef is coming to a city near you, Irradiated ground beef is coming to a city near you, SOONSOON

Consumer activists may oppose it with scare tacticsConsumer activists may oppose it with scare tactics Don’t want another GMO debateDon’t want another GMO debate

Need the FACTS to answer consumer questions and Need the FACTS to answer consumer questions and to educate consumersto educate consumers

We are NOT advocates for this technology, only We are NOT advocates for this technology, only have the facts to answer questions based on sciencehave the facts to answer questions based on science

Are Consumer Concerns Warranted?

Percent Willing to Pay More for Irradiated Meat

64.9%

42.4% 43.2%

61.0%

46.1%

0%

10%

20%

30%

40%

50%

60%

70%

LowIncome

MediumIncome

HighIncome

AfricanAmerican

Caucasian

Grocery Shoppershow often do you grocery shop each week?

70.9%

23.9%

4.9%

0.3%

0% 10% 20% 30% 40% 50% 60% 70% 80%

1-2 times

3-4 times

5 or more times

1 time per monthor less