Marketing Food Safety

  • Posted: July 29th, 2009 - 11:10am by Ben Chapman

    It's difficult to predict how individuals and organizations will actually react (I'm suspicious of self-reported surveys) but at the PMA foodservice expo the below data was released suggesting that  89% of 510 surveyed restaurant operators would be "willing to pay more for guaranteed-safe fresh fruits, vegetables and leafy greens".

    From the press release:

    Restaurateurs are willing to pay more for produce that is guaranteed to be safe, according to research unveiled here Saturday during the Produce Marketing Association’s annual Foodservice Conference & Exposition.

    Traceability even made it into the discussion:

    More than three-fourths, or 76 percent, of the restaurant owners or restaurant purchasing agents interviewed in a nationwide phone survey in April and 10 chain purchasing executives interviewed in June said they would be willing to pay more for produce that was traceable from the farm to the restaurant to enable quicker action when contamination is discovered.

    Marketing fresh produce food safety, where producers or wholesalers tell the story of employing GAPs, release data on their sampling strategies and tell folks why what they do is so important is the next step. Don't just stop at the downstream buyers like retailers and foodservice, go right to the consumer.

    Calls for mandatory government inspection is akin to mandatory restaurant inspection -- it sets a bare minimum standard, is a snapshot in time, and has little to do with future outbreaks of food poisoning.
    Rules and regulations look pretty on paper. But they are not comforting to those 76 million Americans who get sick from the food and water they consume each and every year. Instead, every grower, packer, distributor, retailer and consumer needs to adopt a culture that actually values safe food.

    And market it. Tell the world, put all the information on your website. Tweet what you're doing. Put up webcams.

    The caveat is that you have to be able to back it up -- that you are employing the best available science and management strategies to reduce risk.

    The first company that can assure consumers they aren't eating poop on fresh produce, will make millions and capture markets.

     

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    Fresh Produce, Marketing Food Safety
  • Posted: May 21st, 2009 - 2:18pm by Casey Jacob

    Almost 100,000 pounds of ground beef are being recalled today after an epidemiological investigation linked E. coli O157:H7 infections in three states to the products.

    The meat—sold frozen as ground beef, chopped steak, and pre-formed patties—was produced by Valley Meats LLC of Coal Valley, Illinois, on March 10, 2009 and distributed to various consignees nationwide.

    A USDA FSIS press release states,

    “The problem was discovered through an epidemiological investigation of illnesses. On May 13, 2009, FSIS was informed by the Ohio Department of Health of a cluster of
    E. coli O157:H7 infections. Illnesses have been reported in Ohio, Pennsylvania, and Illinois.”

    The pathogen, found in the poop of warm-blooded animals, can be killed with sufficient heat

    However, as the president and chief executive of the American Frozen Food Institute, Kraig R. Naasz, stated today in a letter to the editor of the New York Times,

    “While food safety is a shared responsibility among food producers, government agencies and consumers, we recognize that the primary responsibility rests with food producers. Providing consumers with safe and nutritious products is a responsibility frozen food producers stake their names and reputations on.”

    The letter was written in response to the Times’ May 15 article on frozen entrees, which Naasz felt did not “fully depict the frozen food industry’s commitment to product safety.”

    With the name and reputation of Valley Meats on the line, will they be able to demonstrate a similar commitment to the safety of food? As the data on those sickened by Valley Meats' products are released, it's likely we'll find out.
     

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  • Posted: February 26th, 2009 - 8:26am by Casey Jacob

    A recent survey by Mintel found that Americans choose to buy kosher foods because of perceptions of quality (62%), healthfulness (51%), and safety (34%) over religious reasons.

    Similar trends have also been seen in the UK and Canada.

    Krista Faron, a senior new product analyst at Mintel, was quoted by meatprocess.com as saying,

    “Particularly in the recent past, Americans have been overwhelmed by food safety scares. People are very concerned and having some certification on the foods they buy can appease some of those fears.”

    She also explained where many consumers find that comfort.

    “The presence of the kosher mark itself suggests that there is [an inspection] process in place. It is all about consumer perception that there is some sort of formalized methodology...My sense is that consumers probably couldn’t tell us what kosher meant, but the kosher mark is reassuring,” she said.

    While kosher processing meets certain religious standards, there is no scientific basis for the perception of heightened safety. Imagine, then, what the marketing of actual food safety measures within a company could do for business.

    Since a Mintel report in December 2007, kosher has continued to be the number one individual claim for new American food products.

    "Microbiologically safe" could blast it out of the water.

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  • Posted: February 11th, 2009 - 11:44am by Casey Jacob

    While Peanut Corp., the state of Georgia, and the federal government come under fire for letting salmonella get into roasted peanuts and those peanuts get into hundreds of products, a debate is stirring on the value of revealing the results of microbial testing.

    Doug and Ben want manufacturers to show their results to the public, but Georgia's Senate Agriculture Committee just wants them to tell the state.

    The Associated Press reported two days ago that the Senate Agriculture Committee was discussing a bill that would "require food makers to alert state inspectors within a day if internal tests show a contaminant in a plant."

    According to a New York Times article that day,

    Dr. Steven M. Solomon, an official in [FDA's] Office of Regulatory Affairs, said the agency has viewed such disclosures as a “double-edged sword” that might inhibit some companies from testing in the first place.

    An AP report yesterday said the committee's chairman, Sen. John Bulloch, "delayed a vote on the measure until later this week as he waits for more industry response."

    Meanwhile, Georgia Agriculture Commissioner Tommy Irvin urged Congress to adopt similar requirements. He told members of a House food safety panel,

    "We could have a strong law in Georgia, but if it's not followed by Congress, we could find ourselves in a position of driving out business."

    History shows that companies caught without a culture of food safety don't stay in business, anyway. Smart companies know food safety is good business and should be happy to brag about it.

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  • Posted: November 3rd, 2008 - 9:44am by Doug Powell

    I must have been in grade 11.

    The object – no, not an object, the girl -- of my affection worked part-time at the local Kentucky Fried Chicken in Brantford, Ontario (that’s in Canada).

    We’d meet after work, and ever since, the Colonel’s secret spices have held a special place.

    In university and afterwards, I always seemed to live within smelling distance of the Kentucky version of deep-fried chicken thingies. And then there was the moving ritual: who hasn’t changed residences without a bucket of the Colonel and a case of beer to pay off the movers? (I’m thanking you, Marty)

    It’s been a long time, but driving back from Des Moines Sunday morning with Amy, I was suddenly struck with the KFC urge. It was gross, although the corn-on-the-cob was as good as I remember when Chapman and I got a similar meal in upstate New York before crossing the border into Canada -- no corn-on-the-cob in Canadian KFC, at least not in 2003 – returning from a golf trip I was particularly grateful for.

    And now KFC is marketing food safety.

    Maybe they have been for a long time. I apparently only visit during nostalgia trips.  But there it is, right there on the Colonel’s bucket: rigorously inspected; thoroughly cooked; quality assured.

    Now, can I get that same assurance on the cole slaw – the cabbage-containg cole slaw that led to an outbreak of E. coli O157:H7 in 1998 and again in 1999 at KFCs in Indiana and Ohio?

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  • Posted: August 19th, 2008 - 8:48am by Doug Powell

    Found this on youtube. Apparently it’s a promotion for “growth hormone free beef” by NaturalMarket.com and won the 2006 Young Directors Award.

    For everyone who says consumers need to be educated about things like growth hormones, or raw milk, or food safety, this is an example of the competing image. The video below is marketing food safety.

    Retailers and manufacturers need to get beyond old-school thinking about food safety and start marketing directly to consumers.
     

     

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