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Acceptance of Altered Foods: A European Perspective
Eluned Jones, TAMU
Lynn Frewer, U. of Wageningen
Drivers of the EU perspective
20051990 20001985 1995
US Farm Bill market oriented
Strategic decision making on investment pipeline in
bio-engineering 1996 – 1st commercial biotech crops plants
Nov/Dec 1989 Fall of Berlin Wall –Start of conversion of EasternEurope to market economies
1996 UK regulatory agencies acknowledge link BSE/vCJD
Monsanto & DuPont invest $20B in acquisitions
1999 Dioxin contamination ofpoultry feed in Belgium
30
0
10
20
numberof
articles
date
Media reporting about BSE in 1996
Risk Trust and blame
Tabloids
Quality papers
Social amplification of risk - Trigger events (1) The Pusztai case (August 1998)
Social amplification of risk - Trigger events (2) Greenpeace starts picketing (1998)
Social amplification of risk - Trigger events (3) The Prince of Wales joins in (1999)
Industry attempts issues management - Monsanto UK corporate advertising campaign (1998)
Belgian dioxin crisis 1999Domestic consumption: robust
Per capita consumption
(kg) of beef and poultry in Belgium
Dioxin crisis
(Data source: Euromonitor)
Belgian dioxin crisis 1999Exports: sensitive
(Data source: UN, COMTRADE database)
Dioxin crisis
Belgian beef and poultry exports (metric tons)
Top Global Supermarket Companies
Company Countries of Operation
Wal-Mart Stores (US)
Argentina, Brazil, Canada, China, Germany, Japan, Mexico, Singapore, S. Korea, UK, US, Vietnam
Carrefour (France)
Argentina, Belgium, Brazil, Chile, China, Colombia, Czech Rep., Dominican Rep., Egypt, France, Greece, Indonesia, Italy, Japan, Malaysia, Mexico, Oman, Poland, Portugal, Qatar, Romania, Singapore, Slovakia, S. Korea, Spain, Switzerland, Taiwan, Thailand, Tunisia, Turkey, US.
Ahold(Netherlands)
Argentina, Brazil, Chile, Costa Rica, Czech Rep., Denmark, Ecuador, El Salvador, Estonia, Guatemala, Honduras, Indonesia, Latvia, Lithuania, Malaysia, Netherlands, Nicaragua, Norway, Paraguay, Peru, Poland, Portugal, Slovakia, Spain, Sweden, Thailand, US
Kroger (US) US
Metro (Germany)
Austria, Belgium,Bulgaria, China, Croatia, Czech Rep., Denmark, France, Germany, Greece, Hungary, India, Italy, Japan, Luxembourg, Morocco, Netherlands, Poland, Portugal, Romania, Russia, Slovakia, Spain, Switzerland, Turkey, UK, Ukraine, Vietnam
Tesco (UK) Czech Rep., Hungary, Ireland, Malaysia, Poland, Slovakia, S. Korea, Taiwan, Thailand, UK, US
Costco (US) Canada, Japan, Mexico, S. Korea, Taiwan, UK, US
Albertsons (US) US
Saturated Fats
Sugar
Salmonella
Botulinum
BSE
Pesticide Residue
Hormone Residue
Genetically Altered Foods
Nitrates
Colouring Organic Produce
UNFAMILIAR
NOT DREADED
Assessing perceptions of food risks
Fife-Schaw and Rowe, 2000
DREADED
FAMILIAR
Information source characteristics - 1999
Health Which?
Greenpeace
World Health OrganizationHealth Education Authority
British Medical Association
Dept of Health
Large commercial food manufacturer
Large UK supermarket The Consumers Association
MAFF
Accountable to others
Likely to withhold information
Provide sensationalised information
Social Amplification
Expert in the area
Factual information
Good track record
Accurate information
Truthful information
In favour of using source
Concerned about public
welfare
Responsibility to provide
Freedom to provide
Knowledgeable
Trustworthy
Trust
Distorted information
Biased information
Vested interest
Proven wrong in past
Protect self and interests
Distrust
Social Attenuation
Large commercial food manufacturer (1998)
Large UK supermarket (1998)
Relative Trust in Agencies to Conduct Credence Certifications (safety, animal,
social and environment)
US UK
Least trusted Special Interest Groups
Gov’t
Most trusted Gov’t Retailer
Bailey et al, Utah State Univ. 2003
What is the long-term problem in Europe?
• misperceive the dynamic of public acceptance of risk
• Public distrust in regulatory institutions continues to increase
• All risk management practices are subsequently judged to be flawed
Public perceptions and attitudes:What are the key questions?
• What is driving consumer perceptions of risk and benefit?
• Who trusts whom to inform and regulate? How does this relate to consumer confidence in the food chain and associated science base?
• Are there cross-cultural and intra-individual differences in perceptions and information needs?
• How might the wider public be involved in the debate about risk management and technological development?
• How do related factors (ethics, wider value systems) relate to perceptions of risk?
• How do the public react to information about risk uncertainty?
Consumers and experts
• decline in the public’s trust in science has passed a “threshold point” where the legitimacy of scientific judgement is questioned
• the rise of the “consumer citizen” and informed choice at the level of consumer choice
• the diminished role of the “expert”
- wide availability of specialist information
- broad shifts in the national (and in some cases international) political culture towards more transparent risk management practices
Precautionary Principle vs Due Diligence
• Original intent: to sanction action where lack of full scientific certainty exists – e.g. Exxon Valdese oil contamination
• In food/trade policy: to limit market activity where non-zero risk is present, until scientific knowledge can clarify risk exposure.
UK Legislation• 1990 Food Safety Act 1994 General Product Safety
Regulations tightened interpretation of ‘due diligence’
• Requires demonstrated working system
• Assigns responsibility for ingredients ‘ownership’
Role in Market Oversight Public vs. Private
• Industry governance• Country
competitiveness• Industry – economic
performance• Product inspection
• Firm governance• Strategic advantage
• Netchain performance• Process verification
Private sector motivation, e.g. 1990 UK Food Safety Act increased liability for safety of food products downstream (retail). Retail could be held liable for practices upstream. Alternative governance structures/organization protocols adopted to reduce risk exposure – process vs. product added as a coordinating mechanism.
EU Definition of Traceability
• “The ability to trace and follow a food, feed, food-producing animal or substance intended to be or expected to be incorporated into a food or feed, through all stages of production, processing and distribution.” – European Union General Food Law Reg. EC No. 178/2002
US Definition of Traceability
• US agribusiness firms and producers often feel uncomfortable with the EU definition of traceability because they believe it is broader than what is necessary to achieve specific food safety or quality assurance goals
• Possible US definition – “The efficient and rapid tracking of physical product and traits from and to critical points of origin or destination in the food chain necessary to achieve specific food safety and/or quality assurance goals.”
The quality pathCarrefour’s response:
Free Products 1975
1992
1991
1985
1995
1997
2000
2001
Carrefour brand
Organic: ‘Boule Bio’
Start of FQC / 1st Bovine Line
FQC/ Fruit and Vegetables Line
Carrefour Bio PGC (organic)
Soya Line no GMO Brazil
Carrefour Organic Lines Internationalisation FQC
2003
Club FQCTrace One
Traceability within the Supply Chain
SectorHACCP
Food SafetyCodes
SystemHACCP
Fully integrated safe, quality, 3rd party audited protocols, e.g. SQF 2000 (ISO + HACCP)
No specifications Sector Grades & standard
Product SpecificationsNon-audited | Audited
ASSURANCE
FO
OD
SA
FE
TY
Engineered Protein Products
Crop Protein Products Company
Corn Blood protein,
Vaccine monoclonal antibodies for delivering anti-cancer drugs
Prodigene
Corn Monoclonal antibodies for anti-cancer toxins
Monsanto Integrated Protein Technologies
Corn, Soybeans
Phytase enzymes Novozymes Biotech
Tobacco Therapeutic enzymes,
HIV vaccine
CropTech Corp.