Food Biotechnology Food Biotechnology

Consumer Attitudes & Consumer Attitudes & CommunicationsCommunications

Andy BensonAndy BensonDirector of International OutreachDirector of International Outreach

International Food Information Council International Food Information Council (IFIC)(IFIC)

International Food Information Council (IFIC) and IFIC Foundation

Mission: To communicate science-based information on food safety and nutrition issues to health professionals, media, educators and government officials.

Primarily supported by the food, beverage and agricultural

industries.

ific.org

• 45,000 circulation• 7% international• 6,000 media

Food Insight Newsletter

IFIC & IFIC Foundation Partners

• American Academy of Allergy, Asthma and Immunology

• National Foundation for Integrated Pest Management Education

• American Academy of Family Physicians Foundation

• National Policy and Resource Center on Nutrition and Aging, Florida Int’l University

• American College of Obstetricians and Gynecologists

• President’s Council on Physical Fitness and Sports American College of Sports Medicine

• The American Dietetic Association

• Scripps Clinic and Research Foundation

• University of Illinois Functional Foods for Health Program

• Association of Women's Health, Obstetric, and Neonatal Nurses

• U.S. Department of Agriculture

• Consumer Federation of America

• The Food Allergy and Anaphylaxis Network

• U.S. Environmental Protection Agency

• U.S. Food and Drug Administration

• Food Marketing Institute

• National Association of Pediatric Nurse Practitioners, Inc.

• Institute of Food Technologists

Benefits of Food Biotechnology

Biotechnology has the potential to deliver Biotechnology has the potential to deliver significant benefits to:significant benefits to:

• Consumers:Consumers: quality, taste, nutrition

• Farmers:Farmers: production efficiency, less environmental impact

• Developing countries:Developing countries: quantity and quality food production, economic advancement

Ethics (“interfering with nature”)?

Safety of food and for the environment?

Long-term uncertainty?

(Lack of ) trust of government regulatory agencies?

Corporate power & intellectual property ownership?

Possible exploitation of developing countries?

Questions About Biotechnology

IFIC Food Biotechnology Consumer Focus Groups -

1992

10 U.S. Cities

IFIC’s Food BiotechnologyConsumer Research

IDENTITY SCOPE TIME ENERGY RESULTS

Who we are, values and deeds

Respect for nature and limits

Ties to past, commitment to future

We work hard, have a vision

Benefits must be worthy, not frivolous

IFIC Quantitative Surveys“U.S. Consumer Attitudes Toward

Food Biotechnology”

• Wirthlin Group Quorum Surveys– March 1997

– February 1999

– October 1999

• Cogent Research– September 2001

– August 2002

• Each based on 1,000 Telephone Interviews of U.S. Adults

• Nationally Projectable

–May 2000

–January 2001

Are there any foods or ingredients that you have avoided

or eaten less of?

IFIC 2002

0%

10%

20%

30%

40%

50%

60%

Jan. 2001 Sept. 2001 Aug. 2002

YesNoDon't know / refused

If yes, what foods or ingredients did you avoid or eat less of?

(Multiple responses allowed)

IFIC 2002

0%

10%

20%

30%

40%

50%

60%Fa

ts/c

hole

ster

olSu

gars

/car

bs

Ani

mal

pro

duct

sSa

lt/sp

ices

Caf

fein

eSo

da

Snac

ks/F

ast F

ood

Oth

er

Jan-01Sep-01Aug-02

Any info not currently on food labels that you would like to see?

(Multiple responses allowed, n = 1000)

IFIC 2002

0%10%20%30%40%50%60%70%80%

Jan-01Sep-01Aug-02

What, if anything, are you most concerned about when it comes to food safety?

(Multiple responses allowed, n = 1000)

IFIC 2002

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Don't know/refused

Other

Altered/engineered food

Ingredients

Chemicals/pesticides in foods

Disease/contamination

Food handling/preparation

Packaging

Nothing Aug-02Sep-01Jan-01

How much have you read orheard about biotechnology?

64%

66%

68%

70%

72%

74%

76%

78%

80%

1997

Feb-9

9

Oct-

99

May

-00

Jan-0

1

Sep-0

1

Aug-02

Total read orheard

IFIC 2002

Are there any foods produced through biotechnology in the

supermarket today?

0%5%

10%15%20%25%30%35%40%45%50%

1997

Feb-9

9

Oct-

99

May

-00

Jan-0

1

Sep-0

1

Aug-02

Yes

No

Don'tknow/refused

IFIC 2002

Which foods produced through biotech are currently in the

supermarket now?(multiple answers allowed, n=348)

(Top 5 answers)

IFIC 2002

8/02

Vegetables37%

Corn24%

Fruits21%

Meats21%

Tomatoes16%

Likelihood of purchase if modified by biotechnology to taste better or

fresher

0%

10%

20%

30%

40%

50%

60%

70%

1997

Feb-9

9

Oct-

99

May

-00

Jan-0

1

Sep-0

1

Aug-02

Total likely

Total not likely

Don'tknow/refused

IFIC 2002

. . . if modified by biotechnology to be protected from insect damage and

required fewer pesticides

0%10%20%30%40%50%60%70%80%90%

1997

Feb-9

9

Oct-

99

May

-00

Jan-0

1

Sep-0

1

Aug-02

Total likely

Total not likely

Don'tknow/refused

IFIC 2002

Effect on purchasing decision if biotechnology produced cooking oil

lower in saturated fat

0%

10%

20%

30%

40%

50%

60%

Feb-9

9

Oct-

99

May

-00

Jan-0

1

Sep-0

1

Aug-02

Positive effectNegative effectNo effect

IFIC 2002

Will biotechnology provide benefits for you or your family within the

next 5 years?

0%10%20%30%40%50%60%70%80%90%

1997

Feb-9

9

Oct-

99

May

-00

Jan-0

1

Sep-0

1

Aug-02

Yes

No

Don'tknow/refused

IFIC 2002

What benefits do you expect from biotechnology?

IFIC 2002

(Multiple responses allowed) Sept. 2001

(n=611)

Aug. 2002

(n=607)

Improved quality/taste/variety

33% 41%

Health and Nutrition 39% 39%

Reduced chemicals/pesticides

21% 20%

Safety 10% 13%

Reduced Price 10% 7%

Improved crops/yield 9% 8%

Other 10% 10%

Don’t know/refused 23% 22%

Support for FDA Labeling Policy

0%

20%

40%

60%

80% Don'tknow/refused

Neither supportnor oppose

Total oppose

Total support

IFIC 2002

During the past few months, have you taken any action due to concerns

about biotech foods?

IFIC 2002

0%10%20%30%40%50%60%70%80%90%

100%

Jan 2

001

Sept. 2

001

Aug. 2

002

Yes

No

““What do the What do the Europeans know Europeans know that we don’t?”that we don’t?”

““Why did the Why did the Europeans reject Europeans reject biotechnology?”biotechnology?”

““I heard there were a I heard there were a lot of protests against lot of protests against

biotechnology in biotechnology in Europe.”Europe.”

What About Europe?

Opposition in Europe

The situation was quite different in Europe• Little information to the public• Consumers only heard

from the activists

• Less visible support from third-parties

• Regulatory bodies not prepared

• Lack of trust in government– Not secure in the safeguards – Mad cow disease was top of mind

Trust in Food Safety Regulation

• USDA: Over 80% (Gallup)

• Europe: Less than 40% (Eurobarometer)

Genes in Food?

Who would eat organisms?

Monarch Butterfly • Nature magazine reported the possible

effects of Bt corn pollen on monarch caterpillar

• Since May 1999 other researchers have stepped forward

“Our study was conducted in the laboratory and, while it raises an important issue, it would be inappropriate to draw any conclusions about therisk to monarch populations in the field based

solely on these initial results.”

- John E. Losey, Ph.D., Cornell

• Research confirmed safety of Bt corn on non-target insects

Religious and Moral Issues

• Some believe biotechnology represents man’s intervention into Nature

• Others have different viewpoints, including the Vatican…

“We are increasingly encouraged that the advantages of genetic engineering of plants and animals are greater than the risks….We cannot agree with the position of some groups that say it is against the will of God to meddle with the genetic make-up of plants and animals.”

– Bishop Elio Sgreccia

“When reporting medical and health news, the media often

contradict themselves, so I don’t know what to believe”

(68% agreed with this statement)

The National Health Council Report 1997

THE SCIENTIFIC COMMUNITYIS DIVIDED.

SOME SAY THIS STUFF ISDANGEROUS,SOME SAY

IT ISN’T.

Journal of the National Cancer Institute—February 4, 1998

Journal of the American Medical Association—February 11, 1998

GOAL:

Communicate Food-Related Science in Ways that Serve Both Public

Understanding and the Objectives of

the Communicators

Factors Affecting Consumer Attitudes Toward Food Biotechnology

• Awareness

• Information Sources

• Education

• Trust

• Perceptions on Food Safety

• Terminology– “Biotechnology” – not “GMO”

The language can be The language can be frightening.frightening.

What comes to mind when you hear the phrase “genetic

modification”?

DNACloning Scary

Unnatural

X-Files

Test tubes

LaboratoriesSource: Alliance for Better Foods (focus groups), 1999

Terminology

• Biotechnology – largely positive

• Food Biotechnology – more positive

AFIC

• Genetically Engineered Foods – less positive

• Genetic Engineering – negative

Better PhrasesFood BiotechnologyFood Biotechnology

Genetically ImprovedGenetically Improved

Grown a Better WayGrown a Better Way

Product of the New Science of FarmingProduct of the New Science of Farming

Enhanced FarmingEnhanced Farming

Better FlavorBetter Flavor

Stays Fresher LongerStays Fresher Longer

Source: CFIA/NIN, 1999

Biotechnology is based on age-old principles of selective breeding. It allows us to identify and transfer the specific gene that creates a desired trait in a plant, and it offers farmers a more precise way to produce plants with certain beneficial characteristics — such as greater nutrition.

Definition of Biotechnology

40%

64%

-45%

-33%

Before definitionBefore definition

After definitionAfter definition

OpposeOppose SupportSupport

Net +31Net +31

Net -5Net -5

On the whole, would you say you support or oppose the use of biotechnology in agriculture and food production?

Source: KRC Research (focus group), 1999

66

61

47

-14

-29

-32

-44

79

Prefer biotech foodPrefer biotech foodPrefer non-biotechPrefer non-biotech

Has fewer pesticides?

Is more nutritious?

Tastes better?

Is 30% less expensive?

Imagine two different boxes of cereal. One includes biotechnology ingredients. One does not. Which do you prefer if the biotechnology food…

Source: KRC Research, September 1999

5%

6%

11%

12%

11%

18%

47%

48%

0% 10% 20% 30% 40% 50% 60%

Radio

Internet

Doctors

Reference/general books

Family and friends

Newspapers

Magazines

Television

ADA Trends Survey 2000

Where do consumers get their nutrition information?

61%

61%

65%

69%

79%

82%

85%

87%

90%

90%

92%

0% 20% 40% 60% 80% 100%

Internet

Other non-news TV

Radio news

Family and friends

TV news

Newspapers

Nurses

Magazines

Nutritionists

Registered dietitians

Doctors

ADA Trends Survey 2000

Value of Nutrition Sources—“Very Valuable”

Communicating with Consumers

• Place biotechnology in context• Explain goals and benefits• Give accurate view of safety• Speak in familiar terms• Tell stories about real foods

IFIC Relationships

IFIC

Health & Nutrition Professionals Government

Educators/ Academics

Fitness Groups

Consumer Groups

Culinary Groups/ Food Service

Specialist/ Technicial

Organizations

Media Groups Food Associations

Agricultural Organizations

IFIC

FDANAS

House Science Subcommittee

IFTADA

OECD

The Weight of the EvidenceThe Weight of the Evidence

Evolution of Biotechnology

Emotion

Local

Safety

Consumer Awareness

Issues

Global

Trade Issues

Consumer Demand