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. 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 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 Gallop interview  54% would buy (after irradiation was explained)

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

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

7. Objectives Identify current level of consumer awareness about meat irradiation Identify current level of consumer awareness about meat irradiation Determine consumer attitudes about irradiated meat Determine consumer attitudes about irradiated meat Assess consumer willingness to purchase irradiated meat Assess consumer willingness to purchase irradiated meat Determine consumer preferences for information sources of potential benefits and potential problems Determine consumer preferences for information sources of potential benefits and potential problems

8. Survey methods Surveyed random sample of 2000 households in Kansas City Surveyed random sample of 2000 households in Kansas City Two Mailings in January 2000 Two Mailings in January 2000 Returns accepted through March 10 Returns accepted through March 10 Received 372 completed surveys of 1,991 valid addresses Received 372 completed surveys of 1,991 valid addresses

9. 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 raising children 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 Risks Ranked seriouness of food-related risks 1=least serious5=most serious

15. How Safe is Food? How comfortable are you that the food you buy is safe? 1=Not Comfortable at all5=Very Comfortable

16. Bacterial Contamination in Meat Concern that the following have bacterial Contamination 1=Not at all Concerned5=Very Concerned

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

18. Are You Familiar with Meat Irradiation?

19. INCOME Are 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 Unlikely4=Very Likely

22. How likely are you to pay MORE for Irradiated Meat? 1=Very Unlikely4=Very Likely

23. Pay More for Irradiated Meat? 1=Very Unlikely4=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 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 - 1993, sold out of boneless breasts in 2 days in Northbrook, IL Poultry - has sold irradiated poultry since 1993 Poultry - has sold irradiated poultry since 1993

26. Consumer education is important There is no health risk There is no health risk There is no environmental risk There is no environmental risk It will reduce (nearly eliminate) pathogens It will reduce (nearly eliminate) pathogens It will not replace other food safety procedures It will not replace other food safety procedures Low levels will not affect palatability Low levels will not affect palatability It will result in a safer product It will result in a safer product

27. Any Questions?

29. Public Concerns?? Will new potentially harmful, chemical compounds be created in irradiated foods? Will new potentially harmful, chemical compounds be created in irradiated foods? Would nutrients be lost if foods were irradiated? Would nutrients be lost if foods were irradiated? Can unscrupulous processors use irradiation to conceal contamination of spoiled foods? Can unscrupulous processors use irradiation to conceal contamination of spoiled foods? Will workers or others be exposed to dangerous levels of radiation? 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 Irradiated ground beef is coming to a city near you, SOON Consumer activists may oppose it with scare tactics 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 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 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 Shoppers how often do you grocery shop each week?