Consumer Confidence in Food Safety -- National Cattlemen’s Beef Association Presentation

Consumer Confidence in Food Safety

Mandy Carr, Ph.D.Executive Director, Beef Safety ResearchNational Cattlemen’s Beef Association

Safety Research

Consumer Confidence

Consumer Attitudes

& Behaviors

Beef Industry Food Safety

Council (BIFSCo)

Foodservice Retail

Beef Production

Farm

Fork

What Influences Consumer Confidence?

“Back to ‘The Jungle?’” editorial 10/2/2007“Giving state agriculture departments responsibility for inspecting meat sold across state lines would be a step backward. It would introduce an element of inconsistency from state to state, erode consumer safeguards and undermine public confidence in the safety of the American food supply.”

“Bill would reduce meat inspections” 10/2/2007

“As one of the largest meat recalls in history unfolds, Congress is considering legislation that would reduce required federal inspections for meat that is produced by small companies and then shipped to another state.”

Consumers Remember Recalls

78%

22%

42%

58%

83%

17%

Yes

No

Feb-08 May-08 Jul-08

SOURCE: IPSOS – July, 2008

Consumers remember specific recalled products in the news

0%

20%

40%

60%

80%

100%

Tomatoes Beef Peppers Spinach Other

Feb-08 May-08 Jul-08

SOURCE: IPSOS – July, 2008

Consumers Remember Recalls

Consumers React to Safety News

40%

50%

60%

70%

80%

90%

Largest Ground Beef

Recall

“A” or “B” Grade for Ground Beef Safety

Large Ground Beef Recall

First U.S. BSE Case

10/07 4/08

<160° 16% 10%

160° 13% 11%

161°-170° 8% 6%

>170° 32% 27%

Not sure 32% 45%

Q: What is the safe internal temperature for ground beef?

Consumer Attitudes & Behaviors

Few Consumers Use Thermometers

Every time, 5%

Rarely, 1%

Occasionally, 4%Most times 7%

Yes - 17%No - 83%

Rate of thermometer use…

October 2007 data

Consumers Preference for Doneness

52

23

15

8

2

0 10 20 30 40 50 60

Well done

Medium well

Medium

Medium rare

Rare

Oct. 2007 data

Research (in home, focus groups) revealed consumers like safety message WITH quality message

Interest in serving a burger that provides a great eating experience AND is safe for their family and guests

Educating Consumers on Safety

• The industry, chefs and magazines are credible sources

• www.safeandsavory160.com

19921992 19941994 19961996 2002200219981998 20002000 20042004 20082008

Video of BPs

Carcass microbial mapping

Founding of BIFSCo

Steam/thermal pasteurizationAcidified sodium chlorite

Steam vacuum

Organic acid wash

Safety Research Program

20062006

Best Practice evolution and Safety Summits

19901990

Hide wash

Cattle washing

VaccineSodium chlorateOn farm ecology

NeomycinDirect fed microbials

Transportation and lairage

Beef Industry Food Safety Council

Vision– Developing industry-wide, science-based strategies to

solve food safety problems

– Address by identifying & prioritizing research from farm to table

– Develop programs to help industry segments operate in today's business environment

– Speak with one voice in seeking regulatory and legislative solutions

– Develop & implement industry information programs to assist in the transfer of technology into the market place

Best Practice DocumentsPre-HarvestSlaughterHolding Tested ProductsTenderizing/Enhancing of Whole Muscle CutsProcessing Raw Ground Beef ProductsFoodserviceRetailers Producing Raw Ground BeefBest Practices for Using Microbiological Sampling

http://www.bifsco.org/BestPractices.aspx