1. Consumer Perspectives of GM Salmon
Janet Grice
Angela MacKenzie
Carmen McLeod

2. Traditional View of Salmon

3. New Zealand King Salmon
Processing ~ 5000 tonnes of salmon p.a.
70% of NZ farmed salmon
40% of world production
Guarantee no antibiotics, growth stimulants, Drugs or toxic substances added

4. New Zealand King Salmon
1994 – research GM fish
1999 – Green Party leaked document about deformities
“Frankenfish”
Local Opposition
2000 – Salmon trials closed
Denied closure due to political, ethical or scientific influence
Negative publicity jeopardised the image of NZKS

5. Consumer Perceptions Series of focus groups conducted in November 2006
Perceptions of NZ Royal Commission
Perceptions of GM in general
Perceptions of GM salmon

6. Perceptions of NZ Royal Commission
Most participants were unaware of the Royal Commission
Those who were aware considered it to be a ‘whitewash’ producing the results that industry wanted

7. Perceptions of GM in general
General acceptance of the technology
Concerns about environmental safety
Concerns about benefits to consumers
Concerns about ownership of technology
Concerns about food safety
Acceptance of medical applications of the technology

8. Perceptions of GM salmon
Fast growing salmon seen as a benefit only to companies
Concerns that growing at twice the rate will require twice the food
Concerns about increases in Omega oils – can the body utilize them?
Reluctance to eat the resulting food products

9. Conclusion Sense of inevitability of introduction of GM food
Queries regarding the motives of companies introducing the technology
Queries regarding the necessity of the technology
Consider that a more holistic viewpoint should be taken on problems