By now, the use of “lean, finely textured beef” (LFTB, known to its detractors as “pink slime”) in ground beef products is well-known. And that’s the problem. If its manufacturers had been proactive in disclosing (and even advertising) its use instead of waiting for others to define the debate, then they may have minimized their risk of huge financial losses.
The purpose of this posting is not to take sides in the “pink slime” vs. “boneless lean beef” debate or to argue that one side’s arguments are more palatable, no pun intended.
Rather, it is to highlight the importance of labeling, advertising, and promotional practices as part of a proactive risk management program. That’s why this blog addresses more than just food safety issues; regardless of the product’s purported safety or purity, the key issue appears to be the lack of disclosure to consumers. Why did it take 20-plus years for consumers to be able to identify what products contain this ingredient? How could BPI, the largest producer of this product, not have seen this PR train wreck coming?
The irony of industry complaints about how the media have ”smeared” the product and its producers’ reputations is that the industry’s wounds are almost entirely self-inflicted. The producers chose not to disclose the pervasive addition of the product to ground beef, so critics naturally focused on why it was concealed from the public. Iowa Rep. Steve King called for congressional hearings about the product’s critics, stating “they’ll have an obligation then to explain themselves why they could not base their allegations on facts and what they’ve done to damage an industry.” However, the congressman failed to address a key issue: if the producers had disclosed these “facts” proactively, there would probably have been no “damage” to the industry.
Consumers for decades (if not longer) have expected their ground “100 percent beef” to appear this way, not this way. Similarly, BPI does not have even one picture of its product anywhere on its website or in its YouTube video rebuttals to films like Food Inc. Its published images portray children enjoying burgers and the high technology used to produce its product. Its videos feature company officers, a scientist who can’t make eye contact with the camera, and a lobbyist. The lack of disclosure begs the question of what else might be in food fed to children?
Now, imagine that the companies producing this product had focused proactively on its claimed merits: that it’s a safe, sustainable, low cost, way to enjoy beef. Photos of production machinery that looks like an indoor oil refinery just might appeal to the market segment that enjoys products like toxic waste candy. Perhaps a catchy brand name like “spin safe” ™ could have defined the debate about using centrifuges to separate fat from lean meat. Most importantly, calls for mandatory labeling of the product would become irrelevant; half of consumers do not read labels anyway.
Lesson learned: manage labeling, advertising, and promotional issues proactively.
Today’s top story on Marler Clark’s Food Safety News site discusses a study (re-)confirming that people are willing to pay more for safer food. (The March 2011 Deloitte Consumer Food Safety Survey reached a similar conclusion.) However, as with most risk management plans, this recent study confirms consumers consider a cost/benefit analysis and will not pay an unlimited amount for minor safety improvements.
The bottom line for manufacturers, grocers, and restauranteurs: your customers will pay more to avoid food-borne illness (although they will not pay unlimited sums for minor food safety improvements), and a comprehensive food safety risk management plan may also reduce the costs and risks of litigation and lost brand value.
Food Allergy Awareness Week is May 8-14, 2011.
Have you considered whether this is an opportunity for your restaurant to reach out to the community of food-allergic consumers? If not, why not? Food-allergic consumers are loyal, repeat customers. Restaurants that accommodate them can grow their business.
Perhaps your staff are not sufficiently trained to handle requests from allergic customers? The Food Allergy and Anaphylaxis Network and the National Restaurant Association published Welcoming Guests with Food Allergies, a free guide to help restaurants train staff to serve food safely to their food-allergic patrons.
The March 2011 Deloitte Consumer Food Safety Survey confirms that customers are aware of food safety issues, and they are willing to pay more for safer food products. Food processors, distributors, and retailers may all benefit from this trend by developing and implementing food safety risk management plans.
Customers are Aware of Food Safety Issues
According to the Deloitte survey, 73 percent of consumers are “more concerned than they were five years ago about the food [they] eat,” an increase of eight percentage points over 2010 figures. The top five food safety concerns include ingredient safety, toxins and chemicals in packaging materials, and contracting a food-borne illness. About 91 percent of consumers think the number of food recalls has stayed the same or increased since the prior year.
Consumers Concerned about Safety of Fresh and Imported Foods
Consumers generally reported the greatest safety concerns about fresh foods, such as meat, fish and seafood, and fruits and vegetables. Fresh food producers, distributors, and retailers may benefit from developing, implementing, and regularly updating their cold chain risk management and HACCP plans to maintain and improve food safety to minimize the risk of food-borne illness and food recalls (as well as the risks of litigation and lost brand value).
Consumers Hold Manufacturers and Retailers Accountable for Food Recalls
More than three-fourths of those surveyed told Deloitte that they hold manufacturers responsible for communicating food recall information. A majority expect that retailers will also notify them about food recalls. Critically, almost 20 percent of consumers reported they would buy “somewhat more expensive” products that included traceability information, compared to lower-priced products without it. These data highlight the need for food growers and manufacturers, distributors, and retailers to adopt and implement food recall risk management plans before a problem arises to meet your customers’ rising food safety demands. (You will be able to read more about food recall risk management plans in my upcoming July 2011 publication).
On March 26, the makers of Toxic Waste candy recalled their “Toxic Waste® Short Circuits™ Bubble Gum” for excessive lead content. This is the second Toxic Waste candy product recalled in 2011 for excessive lead levels.
The gum was distributed between January 4, 2011 and March 18, 2011. This raises the question of the extent to which the recalled product may already have been consumed. Time is of the essence for food recalls, and managing a food recall is easier for both the manfacturer and consumer when a product is recalled sooner than later.
As with the January 2011 recall of the company”s “nuclear sludge” candy, the recalled candy at issue here was imported. Although non-chocolate candy accounted for only 7.3 percent of FDA food import violations from 1998 to 2004, it is difficult to find specific data regarding the scope of these violations. However, the FDA provides information about how it monitors and regulates food importation. Additionally, while candy manufacturers are not at this time required to develop and implement HACCP plans, companies may want to consider doing so sooner than later to manage their risk of food recalls.
The FDA has published this quick-and-easy four-step guide to food safety while preparing food for your Super Bowl party. First, wash your hands. (I know, this seems so obvious, but the problems that are literally right in front of your face are the ones that so many people overlook.) Second, keep raw and ready-to-eat foods separate to prevent cross-contamination. Third, cook foods thoroughly. Finally, keep in mind that it’s always better to prevent problems than to respond to them. (Perhaps the FDA should have put this step first.) The site includes other food safety links to help address specific food safety questions.
In any event, enjoy the game.
Developing, implementing, and verifying effective written Hazard Analysis and Critical Control Point (HACCP) plans can seem like a daunting task for startup and small-scale food processing companies. (The FDA Food Safety Modernization Act requires food processing companies to do so.) Climb this hill one step at a time, and you may realize that it is not so hard after all. The Food Safety Inspection Service (FSIS) of the USDA offers guidance and free information to help small and very small companies increase food safety by validating, verifying, and documenting their HACCP risk management plans. Several universities and other organizations publish guidelines for how processing companies can develop HACCP SOPs. Sample HACCP SOPs are also available for restaurants and foodservice companies.
Pet food manufacturers need to plan proactively to prevent food recalls, too. Even if people are not on the dog food diet, they may be exposed to salmonella by handling contaminated pet food products. The moral of the story for (pet) food processing companies: although people should wash their hands more often, it’s often less expensive to produce a pathogen-free product than to incur expenses for a costly recall after discovering contamination.
Why are some stores still selling a contaminated food a week after it’s been recalled? Perhaps they have not signed up for FDA email notifications re: product recalls. This fast and free service will help your food processing company, restaurant, or retail store stay up-to-date about foods they use, serve, or sell and lower the risk of, e.g., selling salsa containing cilantro that may be contaminated with salmonella.
The Food Allergy and Anaphylaxis Network provides a form where you can sign up to receive email notifications about manufacturers recalling foods that may contain undisclosed allergens. Notices pertain to the top eight food allergens.