food industry responses to consumer concerns: implications ... · food industry responses to...
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Food Industry Responses to
Consumer Concerns:
Implications for Cooperatives
Northeast Cooperative Council
66th Annual Meeting and Leader’s Forum
February 29, 2016
Rod Hawkes
Senior Extension Associate
Food Industry Management Program
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LOTS of ISSUES!!!!• Obesity
• Gluten free
• Allergies
• Organic
• Biodynamic
• Veganic
• GMOs
• Hormones
• Pesticides
• Herbicides
• Animal rights
• Human rights
• Immigration
• Fair Trade
• Food Deserts
• Food Waste
• Microbeads
• Vegetarian
• Vegan
• “Ugly produce”
A partial list, in no particular order
• Natural
• Free From/Clean
• Local
• Sustainable
• Labor practices
• Labor availability
• Slavery
• Food safety
• Food security “A”
• Food security “B”
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Societal Context
• Pervasive usage of Internet and social media
• Multi-media coverage of food and food industry
• Rising awareness of food related issues
• Rising concern about food sources & practices
• Levels of awareness and concern higher than
levels of understanding of issues
• Information and misinformation abound
• Confusion conflates issues for many people
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Some recent books and films…
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Food as Designer Drug?
Source: New York Times Magazine, Feb 24, 2013
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Source: Environmental Working Group, 2015
FARM
FRESH
Consumers Concerned but Confused
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Food Industry Context
• Most retailers perceive themselves as buying
agents for consumers
• CPG food manufacturers fighting for food dollars
• Retailers trying to be the brand you trust
• Shifting consumer eating and shopping habits
• Shifting, intensifying retail competition
• Online shopping rising rapidly from a small base
• Rising expectations: quality, price, convenience
• Supply chain visibility and traceability
• Food safety concerns dominate
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Some Major Environmental Issues and
Organizations• Sustainability
• Pesticides, herbicides
• Hormones, antibiotics
• GMOs
• Air quality
• Water quality
• Fisheries viability
• Food Waste
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Source: greenpeace.org/usa/
Seafood Ratings by Sustainability of Sourcing
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Seafood Ratings by Health Impact of Species
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Retailers that will not sell GE Salmon
Source: Friends of the Environment at http://www.foe.org/gefreeseafood
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Source: Wall Street Journal, December 9, 2015
What’s better? Organic or Non-GMO?
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“…grown without pesticides, herbicides, chemical fertilizers, growth
hormones, and above all GMOs.”
“…natural should only refer to the ingredients, not the way the product
is processed….”
“Food made by God is natural. Food made by a chemical company in
the lab is not natural.”
“If the human food product comes in a box or packet and any of the
ingredients have been processed, the term “natural” should never be
allowed.”
So
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e: F
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“…It provides a halo for food producers without providing any actual
protection or valuable information to consumers. To this extent, it is
often downright misleading…”
A Natural Definition
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Major Human Rights Concerns & Organizations
• Livable wages
• Child labor
• Slave labor
• Working conditions
• Immigration reform
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Major Animal Rights Issues & Organizations
• Gestation crates for pigs
• Battery cages for chickens
• “Factory farms”
• Antibiotics
• Hormones
• Testing
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Cage-free Hens and Eggs
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HOW GOOD
Overall Sustainability Impact Ratings
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How Good’s Product Rating Indicators
Source: howgood.com
Growing
Pesticide Practices Greenhouse Gas Profile
Fertilizer Practices Habitat Risk
Grower Type Site Diversity
Grower Record Livestock Index
Livestock
Feed Analysis Fertilizer Practices
Animal Welfare Antibiotics & Hormones
Pasture Use Waste Management
Pesticide Practices Historic Record
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Takeaways…
• Awareness and concern are
widespread and growing rapidly
• Understanding lags as confusion
reigns
• Retailers & manufacturers are
changing policies and practices to
avoid controversy
• Growing pressure on farmers and
suppliers to change practices