NCBA Issue Tracking

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• NCBA Issue Tracking
• Consumer Attitudes About Beef Safety
• AMI Annual Convention
• New Orleans Oct. 25, 2002
• Rick McCarty Executive Director,
• Issues Management

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Consumer Attitudes About Beef Safety

• Checkoff-Funded
• Safety Tracking Surveys
• National, random sample surveys
• 1,000-plus respondents
• Vegetarians screened out
• Margin of Error /- 3.3

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NCBA Food Safety TrackingPercent of consumers
grading overall safety of U.S. food A or B
SOURCE NCBA/IPSOS-Reid Sept. 2002 Margin of
error /- 3.3 percentage points
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NCBA Food Safety TrackingPercent of consumers
grading safety of fresh supermarket foods A or B
SOURCE NCBA/IPSOS-Reid Sept. 2002 Margin of
error /- 3.3 percentage points
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NCBA Food Safety TrackingPercent of consumers
confident in safety of foods eaten away from home
Percent completely/mostly confident
SOURCE NCBA/IPSOS-Reid Sept. 2002 Margin of
error /- 3.1 percentage points
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NCBA Food Safety TrackingPercent of consumers
rating safety issues as an extremely high concern
Rating of 5 on 5-point concern scale
SOURCE NCBA/IPSOS-Reid Sept. 2002 Margin of
error /- 3.3 percentage points
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NCBA Food Safety TrackingPercent of Consumers
Rating A Food As Their Highest Safety Concern
SOURCE NCBA/IPSOS-Reid Sept. 2002 Margin of
error /- 3.3 percentage points
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NCBA Food Safety TrackingAnnual trend
Percentage of consumer rating beef as food of
highest safety concern
SOURCE NCBA/IPSOS-Reid Nov. 2001 Sept. 2002
Margin of error /- 3.3 percentage points
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NCBA Food Safety TrackingPercent consumers
reporting ground beef consumption compared to 3-4
months ago
Attitude measure, not consumption measure
SOURCE NCBA/IPSOS-Reid Sept. 2002 Margin of
error /- 4.5 percentage points
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NCBA Food Safety TrackingPercent consumers
projecting ground beef consumption in next 3-4
months
Attitude measure, not consumption measure
SOURCE NCBA/IPSOS-Reid Sept. 2002 Margin of
error /- 4.5 percentage points
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NCBA Food Safety TrackingPercent of consumers
citing reasons for eating less ground beef
SOURCE NCBA/IPSOS-Reid Sept. 2002 Margin of
error /- 4.5 percentage points
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NCBA Food Safety TrackingPercent of consumers
confident in safety of ground beef from
Percent rating 8 or higher on 10-point confidence
scale
SOURCE NCBA/IPSOS-Reid Sept. 2002 Margin of
error /- 4.5 percentage points
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NCBA Food Safety TrackingPercent of consumers
NOT confident in safety of ground beef from
Percent rating 3 or lower on 10-point confidence
scale
SOURCE NCBA/IPSOS-Reid Sept. 2002 Margin of
error /- 4.5 percentage points
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NCBA Food Safety TrackingPercentage of consumers
very or somewhat likely to buy irradiated ground
beef
SOURCE NCBA/IPSOS-Reid Feb. 2002 Sept. 2002
Margin of error /- 3.3 percentage points
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NCBA Food Safety Tracking - BSE
Percent of respondents that saw, heard, read
about Mad Cow Disease in the past month
SOURCE NCBA/Wirthlin - April 1996 July 2001
NCBA/IPSOS-Reid - December - June 2001
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NCBA Food Safety Tracking - BSE
Percent of respondents who say they are confident
that U.S. beef is safe from Mad Cow Disease
SOURCE NCBA/Wirthlin - April 1996 July 2001
NCBA/IPSOS-Reid December - June 2001
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• The
• End