Understanding Consumer Perceptions of Irradiated Meat Products

1. Irradiation to Improve Meat Safety What do consumers expect? Studies show consumer attitudes on meat safety and willingness to accept irradiated products

2. What do consumers really think? • Several consumer studies have been conducted which help us understand their concerns and willingness to purchase irradiated meat products.

3. 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

4. American Meat Institute • Gallop interview • 54% would buy (after irradiation was explained)

5. Consumer survey • University of GA • 45% would buy (if labeled) • 17% would not • 38% undecided

6. Consumer Preceptions of Meat Irradiation • Meat and Poultry magazine • Sosland Research Services • March 2000

7. 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

8. 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

9. Respondent Profile • Female = 56.8% • Mean age = 52 (20 – 88) • Three-quarters (75.5%) were not currently raising children

10. Education level of respondents

11. Income level of respondents

12. Ethnicity

13. Grocery Shopper Concerns

14. Food-Related RisksRanked seriouness of food-related risks1=least serious 5=most serious

15. How Safe is Food?How comfortable are you that the food you buy is safe?1=Not Comfortable at all 5=Very Comfortable

16. Bacterial Contamination in MeatConcern that the following have bacterial Contamination1=Not at all Concerned 5=Very Concerned

17. Source of Meat ContaminationWhere do you think the source of meat contamination occurs?

18. Are You Familiar with Meat Irradiation?

19. INCOMEAre you familiar with Meat Irradiation?

20. How do you feel about meat irradiation being used to eliminate bacteria in meat?1=Not at all Comfortable 5=Very Comfortable

21. How likely are you to buy irradiated meat?1=Very Unlikely 4=Very Likely

22. How likely are you to pay MORE for Irradiated Meat?1=Very Unlikely 4=Very Likely

23. Pay More for Irradiated Meat?1=Very Unlikely 4=Very Unlikely

24. Sources consumers trust for information on Meat Irradiation

25. 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

26. 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

27. Any Questions?

29. 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?

30. Why get involved? • Irradiated ground beef is coming to a city near you, SOON • Consumer activists may oppose it with scare tactics • Don’t 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

31. Are Consumer Concerns Warranted?

32. Percent Willing to Pay More for Irradiated Meat

33. Grocery Shoppershow often do you grocery shop each week?