Food Biotechnology Consumer Attitudes & Communications Andy Benson Director of International Outreach International Food Information Council (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 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 U.S. Cities

IFIC’s Food Biotechnology Consumer Research IDENTITYSCOPETIME ENERGYRESULTS 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

If yes, what foods or ingredients did you avoid or eat less of? (Multiple responses allowed) IFIC 2002

Any info not currently on food labels that you would like to see? (Multiple responses allowed, n = 1000) IFIC 2002

What, if anything, are you most concerned about when it comes to food safety? (Multiple responses allowed, n = 1000) IFIC 2002

How much have you read or heard about biotechnology? IFIC 2002

Are there any foods produced through biotechnology in the supermarket today? IFIC 2002

Which foods produced through biotech are currently in the supermarket now? (multiple answers allowed, n=348) (Top 5 answers) IFIC /02 Vegetables 37% Corn 24% Fruits 21% Meats 21% Tomatoes 16%

Likelihood of purchase if modified by biotechnology to taste better or fresher IFIC 2002

... if modified by biotechnology to be protected from insect damage and required fewer pesticides IFIC 2002

Effect on purchasing decision if biotechnology produced cooking oil lower in saturated fat IFIC 2002

Will biotechnology provide benefits for you or your family within the next 5 years? IFIC 2002

What benefits do you expect from biotechnology? IFIC 2002 (Multiple responses allowed) Sept (n=611) Aug (n=607) Improved quality/taste/variety 33%41% Health and Nutrition39% Reduced chemicals/pesticides 21%20% Safety10%13% Reduced Price10%7% Improved crops/yield9%8% Other10% Don’t know/refused23%22%

Support for FDA Labeling Policy IFIC 2002

During the past few months, have you taken any action due to concerns about biotech foods? IFIC 2002

“What do the Europeans know that we don’t?” “Why did the Europeans reject biotechnology?” “I heard there were a lot of protests against biotechnology in 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 the risk 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

 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 frightening.

What comes to mind when you hear the phrase “genetic modification”? DNA Cloning Scary Unnatural X-Files Test tubes Laboratories Source: 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 Phrases Food Biotechnology Genetically Improved Grown a Better Way Product of the New Science of Farming Enhanced Farming Better Flavor Stays 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 definition After definition OpposeSupport Net +31 Net -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

Prefer biotech food Prefer 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% 65% 69% 79% 82% 85% 87% 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

FDA NAS House Science Subcommittee IFT ADA OECD The Weight of the Evidence

Evolution of Biotechnology Emotion Local Safety Consumer Awareness Issues Global Trade Issues Consumer Demand