Irradiation to Improve Meat Safety

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Irradiation to Improve Meat Safety

• What do consumers expect?
• Studies show consumer attitudes on meat safety
  and willingness to accept irradiated products

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What do consumers really think?

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

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What do Consumers Think?

• Kansas State Survey
• Mailed educational brochure consumers
• Followed by questionaire
• Results
• 75 said they would buy at same
• 55 said they would buy at higher
• Purchase at Meat Lab
• 70 bought irradiated poultry at same price
• 52 bought if .10/lb higher

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American Meat Institute

• Gallop interview
• 54 would buy (after irradiation was explained)

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Consumer survey

• University of GA
• 45 would buy (if labeled)
• 17 would not
• 38 undecided

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Consumer Preceptions of Meat Irradiation

• Meat and Poultry magazine
• Sosland Research Services
• March 2000

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Objectives

• Identify current level of consumer awareness
  about meat irradiation
• Determine consumer attitudes about irradiated
  meat
• Assess consumer willingness to purchase
  irradiated meat
• Determine consumer preferences for information
  sources of potential benefits and potential
  problems

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Survey methods

• Surveyed random sample of 2000 households in
  Kansas City
• Two Mailings in January 2000
• Returns accepted through March 10
• Received 372 completed surveys of 1,991 valid
  addresses

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Respondent Profile

• Female 56.8
• Mean age 52 (20 88)
• Three-quarters (75.5) were not currently raising
  children

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Education level of respondents
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Income level of respondents
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Ethnicity
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Grocery Shopper Concerns
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Food-Related RisksRanked seriouness of
food-related risks1least serious 5most serious
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How Safe is Food?How comfortable are you that
the food you buy is safe?1Not Comfortable at
all 5Very Comfortable
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Bacterial Contamination in MeatConcern that the
following have bacterial Contamination1Not at
all Concerned 5Very Concerned
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Source of Meat ContaminationWhere do you think
the source of meat contamination occurs?
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Are You Familiar with Meat Irradiation?
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INCOMEAre you familiar with Meat Irradiation?
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How do you feel about meat irradiation being used
to eliminate bacteria in meat?1Not at all
Comfortable 5Very Comfortable
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How likely are you to buy irradiated meat?1Very
Unlikely 4Very Likely
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How likely are you to pay MORE for Irradiated
Meat?1Very Unlikely 4Very Likely
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Pay More for Irradiated Meat?1Very
Unlikely 4Very Unlikely
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Sources consumers trust for information on Meat
Irradiation
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Will they buy it??

• Strawberries - 1992, over 1000 pints sold in 5
  days in North Miami Beach
• Poultry - 1993, sold out of boneless breasts in
  2 days in Northbrook, IL
• Poultry - has sold irradiated poultry since 1993

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Consumer education is important

• There is no health risk
• There is no environmental risk
• It will reduce (nearly eliminate) pathogens
• It will not replace other food safety procedures
• Low levels will not affect palatability
• It will result in a safer product

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Any Questions?
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(No Transcript)
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Public Concerns??

• Will new potentially harmful, chemical compounds
  be created in irradiated foods?
• Would nutrients be lost if foods were irradiated?
• Can unscrupulous processors use irradiation to
  conceal contamination of spoiled foods?
• Will workers or others be exposed to dangerous
  levels of radiation?

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Why get involved?

• Irradiated ground beef is coming to a city near
  you, SOON
• Consumer activists may oppose it with scare
  tactics
• Dont want another GMO debate
• Need the FACTS to answer consumer questions and
  to educate consumers
• We are NOT advocates for this technology, only
  have the facts to answer questions based on
  science

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Are Consumer Concerns Warranted?
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Percent Willing to Pay More for Irradiated Meat
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Grocery Shoppershow often do you grocery shop
each week?