Irradiation to Improve Meat Safety
What do consumers expect?What do consumers expect?
Studies show consumer attitudes on Studies show consumer attitudes on meat safety and willingness to accept meat safety and willingness to accept
irradiated productsirradiated products
What do consumers really think?
Several consumer studies have been Several consumer studies have been conducted which help us understand their conducted which help us understand their concerns and willingness to purchase concerns and willingness to purchase irradiated meat products.irradiated meat products.
What do Consumers Think?
Kansas State SurveyKansas State Survey Mailed educational brochure consumersMailed educational brochure consumers Followed by questionaireFollowed by questionaire ResultsResults
75% said they would buy at same $75% said they would buy at same $55% said they would buy at higher $55% said they would buy at higher $
Purchase at Meat LabPurchase at Meat Lab70% bought irradiated poultry at same price70% bought irradiated poultry at same price52% bought if $.10/lb higher52% bought if $.10/lb higher
American Meat Institute
Gallop interview Gallop interview 54% would buy 54% would buy (after irradiation was (after irradiation was
explained)explained)
Consumer survey
University of GAUniversity of GA 45% would buy 45% would buy (if labeled)(if labeled) 17% would not17% would not 38% undecided38% undecided
Consumer Preceptions of Meat Irradiation Meat and Poultry magazineMeat and Poultry magazine Sosland Research ServicesSosland Research Services March 2000March 2000
Objectives Identify current level of consumer Identify current level of consumer
awareness about meat irradiationawareness about meat irradiation Determine consumer attitudes about Determine consumer attitudes about
irradiated meatirradiated meat Assess consumer willingness to purchase Assess consumer willingness to purchase
irradiated meatirradiated meat Determine consumer preferences for Determine consumer preferences for
information sources of potential benefits information sources of potential benefits and potential problemsand potential problems
Survey methods
Surveyed random sample of 2000 Surveyed random sample of 2000 households in Kansas Cityhouseholds in Kansas City
Two Mailings in January 2000Two Mailings in January 2000 Returns accepted through March 10Returns accepted through March 10 Received 372 completed surveys of 1,991 Received 372 completed surveys of 1,991
valid addressesvalid addresses
Respondent Profile
Female = 56.8%Female = 56.8% Mean age = 52 (20 – 88)Mean age = 52 (20 – 88) Three-quarters (75.5%) were not currently Three-quarters (75.5%) were not currently
raising childrenraising children
Education level of respondents
27.0%
8.1%
6.2%
28.8%
30.1%
0% 10% 20% 30% 40%
Advanceddegree
College Gradute
Some College
H. S. Gradute
Did notcomplete H.S.
Income level of respondents
(Medium) $35,000 to
$74,99943%
(Low) Less than $20,000
30%
(High) $75,000 or
more27%
Ethnicity
18.1%
5.4%
76.5%
0% 20% 40% 60% 80% 100%
Caucasian
African American
Other
Grocery Shopper Concerns
51.2%
42.9%
25.5%
15.9%
0% 10% 20% 30% 40% 50% 60%
Food Safety
Nutritional Value of Food
preservatives and additives
Organic v. Non-Organic
Food-Related RisksRanked seriouness of food-related risks1=least serious 5=most serious
4.07
3.46
3.27
2.71
2.52
0 1 2 3 4 5
Foodborne Illness/disease
Pesticide Residues
Environmental Contaminants
Additives and Preservatives
Malnutrition
How Safe is Food?How comfortable are you that the food you buy is safe?1=Not Comfortable at all 5=Very Comfortable
3.13
3.22
3.36
3.5
3.6
3.75
2.8 3 3.2 3.4 3.6 3.8
Women
Overall
MenAll FoodMeat and Poultry
Bacterial Contamination in MeatConcern that the following have bacterial Contamination1=Not at all Concerned 5=Very Concerned
2.6 2.8 3 3.2 3.4 3.6 3.8
Poultry
Seafood
Pork
Beef
Source of Meat ContaminationWhere do you think the source of meat contamination occurs?
DistributorsGrocery StoresConsumerProcessing/ Slaughtering
0%
10%
20%
30%
40%
50%
60%
70%
80%
Are You Familiar with Meat Irradiation?
71.8%
58.2%
47.4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Men Average Women
INCOMEAre you familiar with Meat Irradiation?
40.9%
56.6%
78.4%
0%10%20%30%40%50%60%70%80%
Low income MiddleIncome
High Income
% Yes
How do you feel about meat irradiation being used to eliminate bacteria in meat?1=Not at all Comfortable 5=Very Comfortable
1 2 3 4 5
15.7%17.4%
31.8%
22.7%
12.4%
0%
5%
10%
15%
20%
25%
30%
35%
mean=2.99women=2.72men=3.33
How likely are you to buy irradiated meat?1=Very Unlikely 4=Very Likely
13.6%
25.8%
43.1%
17.6%
0%5%
10%15%20%25%30%35%40%45%
1 2 3 4
Women=2.51Overall=2.65Men=2.87
How likely are you to pay MORE for Irradiated Meat?1=Very Unlikely 4=Very Likely
17.1%
35.4% 36.5%
11.0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
1 2 3 4
mean=2.41
Pay More for Irradiated Meat?1=Very Unlikely 4=Very Unlikely
3.12.65 2.49 2.38 2.2
0
0.5
1
1.5
2
2.5
3
3.5
Did notcomplete
HS.
HS.Graduate
SomeCollege
Collegegrad
Advanceddegree
Sources consumers trust for information on Meat Irradiation
67.2%62.1%
50.3%
33.3%
15.6%9.9% 9.4%
5.4%
0%
10%
20%
30%
40%
50%
60%
70%
Univ.Resrchrs
HealthProfs
MedicalOrganiz.
Govt HomeEcnmsts
MeatCos.
Supermarkets
Restauteurs
Will they buy it??
Strawberries - 1992, over 1000 pints sold in Strawberries - 1992, over 1000 pints sold in 5 days in North Miami Beach5 days in North Miami Beach
Poultry - 1993, sold out of boneless breasts Poultry - 1993, sold out of boneless breasts in 2 days in Northbrook, ILin 2 days in Northbrook, IL
Poultry - has sold irradiated poultry since Poultry - has sold irradiated poultry since 1993 1993
Consumer education is important
There is no health riskThere is no health risk There is no environmental riskThere is no environmental risk It will reduce (nearly eliminate) pathogensIt will reduce (nearly eliminate) pathogens It will not replace other food safety It will not replace other food safety
proceduresprocedures Low levels will not affect palatabilityLow levels will not affect palatability It will result in a safer productIt will result in a safer product
Any Questions?
Public Concerns?? Will new potentially harmful, chemical Will new potentially harmful, chemical
compounds be created in irradiated foods?compounds be created in irradiated foods? Would nutrients be lost if foods were Would nutrients be lost if foods were
irradiated?irradiated? Can unscrupulous processors use irradiation Can unscrupulous processors use irradiation
to conceal contamination of spoiled foods?to conceal contamination of spoiled foods? Will workers or others be exposed to Will workers or others be exposed to
dangerous levels of radiation?dangerous levels of radiation?
Why get involved?
Irradiated ground beef is coming to a city near you, Irradiated ground beef is coming to a city near you, SOONSOON
Consumer activists may oppose it with scare tacticsConsumer activists may oppose it with scare tactics Don’t want another GMO debateDon’t want another GMO debate
Need the FACTS to answer consumer questions and Need the FACTS to answer consumer questions and to educate consumersto educate consumers
We are NOT advocates for this technology, only We are NOT advocates for this technology, only have the facts to answer questions based on sciencehave the facts to answer questions based on science
Are Consumer Concerns Warranted?
Percent Willing to Pay More for Irradiated Meat
64.9%
42.4% 43.2%
61.0%
46.1%
0%
10%
20%
30%
40%
50%
60%
70%
LowIncome
MediumIncome
HighIncome
AfricanAmerican
Caucasian
Grocery Shoppershow often do you grocery shop each week?
70.9%
23.9%
4.9%
0.3%
0% 10% 20% 30% 40% 50% 60% 70% 80%
1-2 times
3-4 times
5 or more times
1 time per monthor less