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

Consumer Confidence in Food Safety Mandy Carr, Ph.D. Executive Director, Beef Safety Research National 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 SOURCE: IPSOS – July, 2008

Consumers Remember Recalls Consumers remember specific recalled products in the news SOURCE: IPSOS – July, 2008

Consumers React to Safety News “ A” or “B” Grade for Ground Beef Safety Largest Ground Beef Recall Large Ground Beef Recall First U.S. BSE Case

Consumer Attitudes & Behaviors Q: What is the safe internal temperature for ground beef? 10/07 4/08 <160° 16% 10% 160° 13% 11% 161°-170° 8% 6% >170° 32% 27% Not sure 32% 45%

Few Consumers Use Thermometers Rate of thermometer use… October 2007 data

Consumers Preference for Doneness 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

1992 1994 1996 2002 1998 2000 2004 2008 Video of BPs Carcass microbial mapping Founding of BIFSCo Steam/thermal pasteurization Acidified sodium chlorite Steam vacuum Organic acid wash Safety Research Program 2006 Best Practice evolution and Safety Summits 1990 Hide wash Cattle washing Vaccine Sodium chlorate On farm ecology Neomycin Direct fed microbials Transportation and lairage

Beef Industry Food Safety Council