This information is wholly owned by the Foundation for Food Integrity and licensed to CFI; Study was conducted by Gestalt Inc.

Transcription

1 2012 Center for Food Integrity This information is wholly owned by the Foundation for Food Integrity and licensed to CFI; Study was conducted by Gestalt Inc.

2 The 2012 Consumer Trust Research was funded by the Foundation for Food Integrity. fund consumer research and provide information and support consumer

3 THANK YOU 2012 National Research Sponsors

4 THANK YOU 2012 Research Supporters

5 THANK YOU 2012 State Research Sponsors

6 2012 Center for Food Integrity

7 What Drives Consumer Trust? What Drives Consumer Trust? 2012 Center for Food Integrity

8 Balancing for Success Balancing for Success 2012 Center for Food Integrity

9 Quantitative Research Center for Food Integrity

10 Methodology and Sample Design Total of 2,001 completed surveys in July 2012 (sampling error at 95% confidence level +/- 2.2%) Reflects general US population for education, income, political orientation, consumer advocacy, vegetarianism. Split sample to accommodate the survey content Center for Food Integrity

11 MODELS 2012 Center for Food Integrity

12 Adoption/Diffusion Past research has shown that the adopter segments are normally distributed in a social system/market (bell curve) Innovator 2.5% Early Adopter 13.5% Early Majority 34% Late Majority 34% Laggards 16% X - 2sd X - 1sd X X - 1sd

13 Adapted from Rogers Attributes of Early Adopters

14 Values Orientation Agriculture and the food system tend to be science driven. Science tells us if we can do something, society tells us if we should do it. The food community has long been definitive in generating consensus or public support for practices. Your values-orientation strongly influences what you believe agriculture and those in the food system should do.

15 Identifying Prevalent Values Orientations Will Open Doors for More Targeted Messaging Values Orientation = The window through which individuals view society and how that view influences the perception of self and others. Adopter categorization and values orientation are issue specific Consumers frequently hold multiple Values Orientations on a single issue information that effectively communicates practices that are aligned with

16 Using Values Orientation is not about trying to get someone to change their values and beliefs about today s food. Strategic Approach It is about helping them understand that today s food is better aligned with their values and beliefs than perhaps they thought.

17 Values Orientations Provide the Window Through Which we Look at the World

18 Values Orientations Provide the Window Through Which we Look at the World

19 Values Orientations Provide the Window Through Which we Look at the World

20 Values Orientations Provide the Window Through Which we Look at the World

21 Values Orientations Provide the Window Through Which we Look at the World

22 Values Orientations Provide the Window Through Which we Look at the World

23 Values Orientation is Issue Specific Targeting by Issue is Vital to Success Consumers can be grouped by Values Orientation in general but the data in this study indicates that the Values Orientation viewpoint shifts depending on the issue under study ISSUE: Hormone Use to Produce Leaner Beef Maria is generally a progressivist Concerns about her to be a traditionalist on beef hormone use

24 Values Orientation Goal Find the smallest number of messages that have the greatest impact on the largest number of people in the target population

25 Key Learnings

26 Consumer Concerns About Life and Current Events

27 Sources of Information About the Food System

28 Actions Taken When Questions Arise About Food Safety and Intensive Farming Practices 2012 Center for Food Integrity

29 Moving the Needle: Educating Consumers on the Benefits of Food Production Technology

30 Attitudinal Measurement Experimental Design

31 Five Food Production Technologies Tested

32 Educating Consumers on the Benefits of Raising Animals in Indoor Production Systems Adoption/ Diffusion of Innovations Theory

33 1 Out of 5 Held Positive Attitudes Before 36% Education Most of the eggs in the U.S. come from animals raised in indoor production systems 22% 22% 21% 19% 18% 18% Raising animals in indoor production systems results in more affordable food such as meat and eggs Indoor production systems generally produce animals more efficiently than outdoor facilities Most of the meat in the U.S. come from animals raised in indoor production systems Raising animals in indoor production systems results in safer food such as meat and eggs Animals raised in indoor production systems are generally healthier than those raised outdoors Raising animals in indoor production systems enhances their wellbeing *Top Box ratings (8-10)

34 Message Educational Messages Believed By One- Third to One-Half Animals raised in indoor production systems are protected from predators Animals raised in indoor production systems are protected from bad weather Farmers who use indoor production systems can monitor the animals' health more closely Farmers who use indoor production systems can provide specialized nutrition to meet the animals' needs Raising pigs in indoor production systems is better for the environment because it uses fewer natural resources Top Box Believe* Meat from animals raised in indoor production systems is safer 31 57% Animals raised in indoor production systems are protected from diseases 31 *Top Box ratings (8-10)

35 Messages Confidence in Educational Messages Food Safety Confidence Top Box Increases Confidence* Animals raised in indoor production systems are protected from diseases 34% Meat from animals raised in indoor production systems is safer 34 Environmental Benefits Confidence Raising pigs in indoor production systems is better for the environment because it uses fewer natural resources Confidence in Animal Well-Being 31% Animals raised in indoor production systems are protected from predators 44% Animals raised in indoor production systems are protected from bad weather 44 Farmers who use indoor production systems can monitor the animals' health more closely Farmers who use indoor production systems can provide specialized nutrition to meet the animals' needs *Top Box ratings (8-10)

36 Attitudes Before and After Education Before Education After Education 36% 22% 22% 21% 19% 18% 18% Most of the eggs in the U.S. come from animals raised in indoor production systems Raising animals in indoor production systems results in more affordable food such as meat and eggs Indoor production systems generally produce animals more efficiently than outdoor facilities Most of the meat in the U.S. come from animals raised in indoor production systems Raising animals in indoor production systems results in safer food such as meat and eggs Animals raised in indoor production systems are generally healthier than those raised outdoors Raising animals in indoor production systems enhances their well-being 47% % % % % % % +15 *Top Box ratings (8-10)

37 Educating Consumers on the Benefits of Raising Animals in Indoor Production Systems Values Orientation

38 Most Prevalent Values Orientations Traditionalists Progressivists Individualists Collectivists Fatalists Socially Disoriented 36% 17% 26% 40% 49% 41% *Based on Top Box Agreement (7-10) with Values Orientation Statements; Groups not mutually exclusive

39 Collectivists and Fatalists Will Reach Two-Thirds With High Frequency Reach % of Sample Frequency Values Orient. 1 Values Orient % 883 Collectivists Fatalists Traditionalists Fatalists Fatalists Socially Disoriented Fatalists Progressivists Individualists Fatalists Collectivists Traditionalists Socially Disoriented Socially Disoriented Socially Disoriented Progressivists Traditionalists Collectivists

40 Target Values Orientations: Collectivists and Fatalists Collectivists Fatalists

41 Confidence Building Messages with Top Box Increases Confidence Messages Highest Reach Food Safety Confidence 34% Animals raised in indoor production systems are protected from diseases 34 Meat from animals raised in indoor production systems is safer Environmental Benefits Confidence 31% Raising pigs in indoor production systems is better for the environment because it uses fewer natural resources Confidence in Animal Well-Being 44% Animals raised in indoor production systems are protected from predators 44 Animals raised in indoor production systems are protected from bad weather 41 Farmers who use indoor production systems can monitor the animals' health more closely 38 Farmers who use indoor production systems can provide specialized nutrition to meet the animals' needs

42 Messages with Highest Frequency/Reach Reach % of Sample Freq. Message 1 Message 2 Message % 1586 Uses fewer natural resources Animals are safer Animals are safer Protects from bad weather Uses fewer natural resources Uses fewer natural resources Monitor animal health more closely Protects from bad weather Protects from predators Protects from disease Protects from predators Protects from bad weather Animals are safer Protects from bad weather Monitor animal health more closely Uses fewer natural resources Protects from predators Protects from bad weather Protects from disease Protects from disease Protects from disease Protects from predators Protects from bad weather Uses fewer natural resources Monitor animal health more closely Monitor animal health more closely Protects from predators Animals are safer Protects from predators Protects from bad weather

43 Top Box Primary Indoor Housing Messages Should Focus on Food Safety/Animal Well-Being Raising Animals Indoors Messages Food Safety Confidence 34% Animals raised in indoor production systems are protected from diseases 34 Meat from animals raised in indoor production systems is safer Environmental Benefits Confidence 31% Raising pigs in indoor production systems is better for the environment because it uses fewer natural resources Confidence in Animal Well-being 44% Animals raised in indoor production systems are protected from predators 44 Animals raised in indoor production systems are protected from bad weather 41 Farmers who use indoor production systems can monitor the animals' health more closely 38 Farmers who use indoor production systems can provide specialized nutrition to meet the animals' needs

44 70% Key Messages and Sources of Information for Collectivists and Fatalists Key Messages That Build Confidence Primary Sources of Info on Food System Issues 60% 50% 40% 49% 43% 59% 58% 57% 57% % 20% Websites (C-27%, F-25%) 10% 0% Protects from Disease Collectivists Protects from Predators Fatalists Protects from Bad Weather Friends and Family (C-25%, F-23%) 3 Local TV News (C-20%, F-23%)

45 Key Messages and Sources of Information for Early Adopters 50% 40% 30% 20% Improving Early Adopters Confidence 37% 46% 42% Primary Sources of Info on Food System Issues 1 Websites (33%) 10% 0% Protects from Disease Protects from Predators Protects from Bad Weather Friends and Family (24%) 2

46 Strategy for Promoting Benefits of Raising Animals Indoors Most Prevalent Values Orientations Best Raising Animals Indoors Messages to Increase Confidence Best Sources of Info Protects from Disease Reaches Two Thirds of Consumers Influences Early Adopters, Collectivists and Fatalists Websites Collectivists Protects from Predators Reaches Two Thirds of Consumers Influences Early Adopters, Collectivists and Fatalists Friends/Family Fatalists Protects from Bad Weather Reaches Two Thirds of Consumers Influences Early Adopters, Collectivists and Fatalists Local TV News

47 Next Steps Involve Tailoring Key Messages to the Key Targets Learn to Speak the Language While the overall messages around food safety and animal wellbeing are the same for both target groups, the language used to convey these messages will be different for Collectivists and Fatalists. Learn to speak their language and you will be more likely to connect. Show Them Your Shared Values Just as the language needed to connect with Collectivists and Fatalists will be different, so will the images that draw them into the website, social media ad or television ad during the local news. Find out which images are most appealing and likely to grab their attention.

48 Messages will only be effective if connected first through shared values.

49 Indoor Housing Messaging Examples Collectivist Message: Research conducted by experts from major U.S. land grant universities has proven that indoor housing systems provide a better environment that protects the well-being of animals. Farmers across the U.S. raise their animals indoors to protect them from disease, predators and bad weather.

50 Indoor Housing Messaging Examples Fatalist Message: Raising animals indoors eliminates the worry that animals will be affected by disease, predators or bad weather. Indoor housing provides a better environment that protects their well-being.

51 Indoor Housing Messaging Examples Collectivist Research conducted by experts from major U.S. land grant universities has proven that indoor housing systems provide a better environment that protects the well-being of animals. Farmers across the U.S. raise their animals indoors to protect them from disease, predators and bad weather. Fatalist Raising animals indoors eliminates the worry that animals will be affected by disease, predators or bad weather. Indoor housing provides a better environment that protects their wellbeing.

52 Educating Consumers on the Benefits of Hormone Use to Produce Leaner Beef Adoption/ Diffusion of Innovations Theory

53 Top Box Agree Very Few Consumers Held Positive Attitudes Before Education 21% 21% 17% Cattle given hormones grow more muscle and less fat, thereby producing leaner beef The Food and Drug Administration (FDA) only approves the use of hormones in beef production after rigorous scientific review Consuming beef from cattle given hormones is safe 13% The use of hormones in beef production is better for the environment *Top Box ratings (8-10)

54 Message Believability of Educational Messages Top Box Believe* Hormone use in beef cattle has been approved by the FDA 43% Hormones are naturally occurring substances that are found in all plants and animals Hormones have been used in agriculture for more than 50 years The use of hormones in beef cattle allows farmers to use less land to produce the same amount of beef The use of hormones in beef production helps reduce greenhouse gas emissions Hormones have been used in agriculture without any negative effect on human health *Top Box ratings (8-10)

55 Messages Food Safety Confidence Educational Messages Promote Confidence Top Box Increases Confidence* Hormone use in beef cattle has been approved by the FDA 30% Hormones are naturally occurring substances that are found in all plants and animals Hormones have been used in agriculture for more than 50 years 27 Hormones have been used in agriculture without any negative effect on human health Environmental Benefits Confidence The use of hormones in beef cattle allows farmers to use less land to produce the same amount of beef The use of hormones in beef production helps reduce greenhouse gas emissions % 25

56 Attitudes Before and After Education Agree Before Educational Info 21% Cattle given hormones grow more muscle and less fat, thereby producing leaner beef Agree After Educational Info 33% % The Food and Drug Administration (FDA) only approves the use of hormones in beef production after rigorous scientific review 30% +9 17% Consuming beef from cattle given hormones is safe 24% +7 13% The use of hormones in beef production is better for the environment 24% +11 *Top Box ratings (8-10)

57 Educating Consumers on the Benefits of Hormone Use to Produce Leaner Beef Values Orientation

58 Most Prevalent Values Orientations Traditionalists Progressivists Individualists Collectivists Fatalists Socially Disoriented 52% 12% 24% 50% 50% 43% *Based on Top Box Agreement (7-10) with Values Orientation Statements; Groups not mutually exclusive

59 Traditionalists and Fatalists Will Reach Two-Thirds With High Frequency Reach % of Sample Frequency Values Orient. 1 Values Orient % 1016 Traditionalists Fatalists Collectivists Fatalists Traditionalists Socially Disoriented Traditionalists Collectivists Collectivists Fatalists Socially Disoriented Socially Disoriented Individualists Collectivists Traditionalists Individualists Collectivists Progressivists

60 Target Values Orientations: Traditionalists and Fatalists Traditionalists Fatalists

61 % Who Believed Message Increased Confidence in Food System Confidence Building Messages with Top Box Increases Confidence Highest Reach Hormone Use in Beef Messages Food Safety Confidence 30% Hormone use in beef cattle has been approved by the FDA 29 Hormones are naturally occurring substances that are found in all plants and animals 27 Hormones have been used in agriculture for more than 50 years 26 Hormones have been used in agriculture without any negative effect on human health Environmental Benefits Confidence 26% The use of hormones in beef cattle allows farmers to use less land to produce the same amount of beef 25 The use of hormones in beef production helps reduce greenhouse gas emissions

62 Messages with Highest Frequency/Reach Reach % of Sample Freq. Message 1 Message 2 Message % 1213 Approved by FDA Hormones naturally occurring Approved by FDA Hormones naturally occurring Approved by FDA Hormones naturally occurring Hormones naturally occurring No negative human health effect Approved by FDA Hormones naturally occurring Hormones naturally occurring Hormones naturally occurring No negative human health effect Used for more than 50 years Approved by FDA No negative human health effect Approved by FDA Used for more than 50 years Hormones naturally occurring Used for more than 50 years Less land to produce beef Reduces greenhouse gas emissions No negative human health effect Less land to produce beef Used for more than 50 years Reduces greenhouse gas emissions Less land to produce beef Less land to produce beef Less land to produce beef Reduces greenhouse gas emissions

63 % Who Believed Message Increased Confidence in Food System Primary Messages Should Focus on Food Safety/Environmental Benefits Top Box Hormone Use in Beef Messages Food Safety Confidence 30% Hormone use in beef cattle has been approved by the FDA 29 Hormones are naturally occurring substances that are found in all plants and animals 27 Hormones have been used in agriculture for more than 50 years 26 Hormones have been used in agriculture without any negative effect on human health Environmental Benefits Confidence 26% The use of hormones in beef cattle allows farmers to use less land to produce the same amount of beef 25 The use of hormones in beef production helps reduce greenhouse gas emissions

64 Key Messages and Sources of Information for 40% 30% 20% 28% Traditionalists and Fatalists Key Messages That Build Confidence 35% 35% 30% 27% 32% Primary Sources of Info on Food System Issues 2 1 Websites (T-28%, F-26%) 10% 0% Approved by FDA Hormones naturally occurring Less land to produce beef Friends and Family (T-26%, F-24%) 3 Traditionalists Fatalists Local TV News (T-19%, F-21%)

65 Key Messages and Sources of Information for Early Adopters 40% Improving Early Adopters Confidence Primary Sources of Info on Food System Issues 30% 30% 30% 28% 1 20% Websites (33%) 10% 0% Approved by FDA Hormones naturally occurring Less land to produce beef Friends and Family (24%) 2

66 Strategy for Promoting Benefits of Using Hormones to Produce Leaner Beef Most Prevalent Values Orientations Best Beef Hormone Messages to Increase Confidence Best Sources of Info Approval by FDA Reaches More than 2 out 3 Consumers Influences Early Adopters, Traditionalists and Fatalists Websites Traditionalists Hormones Naturally Occurring Reaches More than 2 out 3 Consumers Influences Early Adopters, Traditionalists and Fatalists Fatalists Less Land to Produce Beef Reaches More than 2 out 3 Consumers Influences Early Adopters, Traditionalists and Fatalists Friends/Family Local TV News

67 Next Steps Involve Tailoring Key Messages to the Key Targets Learn to Speak the Language While the overall Food Safety and Environmental Benefits messages are the same for both target groups, the language used to convey these messages will be different for Traditionalists and Fatalists. Learn to speak their language and you will be more likely to connect. Show Them Your Shared Values Just as the language needed to connect with Traditionalists and Fatalists will be different, so will the images that draw them into the website, social media ad or television ad during the local news. Find out which images are most appealing and likely to grab their attention.

68 Traditionalist: Hormone Messaging Examples Hormones have been used to raise beef cattle for more than 50 years. Approved by the Food and Drug Administration after thorough review, hormones are a naturally occurring substance that helps farmers produce leaner beef while using fewer acres of grain, which is better for our environment.

69 Educating Consumers on the Benefits of Antibiotics Use in Meat-Producing Animals Adoption/ Diffusion of Innovations Theory

70 Top Box Agree 27% 1 Out of 4 Held Positive Attitudes Before Education Antibiotics are beneficial for treating illness in meatproducing animals 21% Antibiotics are beneficial for protecting the health of meat-producing animals 21% Meat from animals treated properly with antibiotics is safe to eat 15% Meat from animals treated properly with antibiotics is free from antibiotic residue *Top Box ratings (8-10)

71 Message Educational Messages Are Believed By *Top Box ratings (8-10) More Than One-Third Top Box Believe* Must be approved by the FDA through rigorous testing 40% Decreasing the use of resulted in increased disease in the swine herd in Denmark Most scientists agree that antibiotic resistance in humans is related to human antibiotic use Only antibiotics determined to be safe by the FDA used can be used to treat sick animals Strict withdrawal periods must be followed 36 Only antibiotics determined to be safe by the FDA can be used to protect the health of meat-producing animals The USDA ensures antibiotic withdrawal periods are followed 30 According to the FDA, there is no direct link between antibiotic use in animals and drug-resistant human diseases

72 Messages Educational Messages Promote Confidence in a Third of Consumers Food Safety Confidence Top Box Must be approved by the FDA through rigorous testing 35% Only antibiotics determined to be safe by the FDA can be used to treat sick animals Only antibiotics determined to be safe by the FDA can be used to protect the health of meat-producing animals Strict withdrawal periods must be followed 34 The USDA monitors ensures antibiotic withdrawal periods are followed 32 Most scientists agree that antibiotic resistance in humans is related to human antibiotic use According to the FDA, there is no direct link between antibiotic use in animals and drug-resistant human diseases Decreasing the use resulted in increased disease in the swine herd in Denmark *Top Box ratings (8-10)

73 Agree Before Educational Info 27% Attitudes Before and After Education Antibiotics are beneficial for treating illness in meat-producing animals Agree After Educational Info 37% % Antibiotics are beneficial for protecting the health of meat-producing animals 35% % Meat from animals treated properly with antibiotics is safe to eat 32% % Meat from animals treated properly with antibiotics is free from antibiotic residue 26% +11 *Top Box ratings (8-10)

74 Educating Consumers on the Benefits of Antibiotics Use in Meat-Producing Animals Values Orientation

75 Most Prevalent Values Orientations For Antibiotics Use Traditionalists Progressivists Individualists Collectivists Fatalists Socially Disoriented 41% 16% 25% 50% 51% 45% *Based on Top Box Agreement (7-10) with Values Orientation Statements; Groups not mutually exclusive

76 Collectivists and Fatalists Will Reach Two-Thirds With High Frequency Reach % of Sample Frequency Values Orient. 1 Values Orient % 1005 Collectivists Fatalists Fatalists Socially Disoriented Traditionalists Fatalists Collectivists Socially Disoriented Traditionalists Socially Disoriented Fatalists Progressivists Collectivists Progressivists Individualists Collectivists Traditionalists Collectivists Individualists Fatalists

77 Target Values Orientations: Collectivists and Fatalists Collectivists Fatalists

78 % Who Believed Message Increased Confidence in Food System Confidence Building Messages With Highest Reach Top Box Increases Confidence Messages Food Safety Confidence 35% Must be approved by the FDA through rigorous testing 35 Only antibiotics determined to be safe by the FDA can be used to treat sick animals 35 Only antibiotics determined to be safe by the FDA can be used to protect the health of meat-producing animals 34 Strict withdrawal periods must be followed 32 The USDA monitors ensures antibiotic withdrawal periods are followed 31 Most scientists agree that antibiotic resistance in humans is related to human antibiotic use 30 According to the FDA, there is no direct link between antibiotic use in animals and drug-resistant human diseases 29 Decreasing the use resulted in increased disease in the swine herd in Denmark

79 Messages With High Frequency/Reach Reach % of Sample Freq. Message 1 Message 2 Message % Rigorous testing by FDA Rigorous testing by FDA Rigorous testing by FDA Rigorous testing by FDA Rigorous testing by FDA Rigorous testing by FDA Rigorous testing by FDA Rigorous testing by FDA Scientists agree resistance is from human antibiotics Rigorous testing by FDA Scientists agree resistance is from human antibiotics Scientists agree resistance is from human antibiotics FDA determines safe to treat animal illness No link to human drugresistant disease FDA determines safe to protect animal health Strict withdrawal periods followed No link to human drugresistant disease Scientists agree resistance is from human antibiotics Strict withdrawal periods followed FDA determines safe to protect animal health Dec. use of antibiotics in Denmark=inc. swine disease Strict withdrawal periods followed Scientists agree resistance is from human antibiotics Strict withdrawal periods followed Scientists agree resistance is from human antibiotics Dec. use of antibiotics in Denmark=inc. swine disease Scientists agree resistance is from human antibiotics USDA ensures withdrawal periods followed Dec. use of antibiotics in Denmark=inc. swine disease Dec. use of antibiotics in Denmark=inc. swine disease

80 % Who Believed Message Increased Confidence in Food System Primary Antibiotics Use Messages Antibiotic Use in Meat-Producing Animals Messages Food Safety Confidence 35% Must be approved by the FDA through rigorous testing 35 Only antibiotics determined to be safe by the FDA can be used to treat sick animals 35 Only antibiotics determined to be safe by the FDA can be used to protect the health of meat-producing animals 34 Strict withdrawal periods must be followed 32 The USDA monitors ensures antibiotic withdrawal periods are followed 31 Most scientists agree that antibiotic resistance in humans is related to human antibiotic use 30 According to the FDA, there is no direct link between antibiotic use in animals and drug-resistant human diseases 29 Decreasing the use resulted in increased disease in the swine herd in Denmark

81 Key Messages and Sources of Information for Collectivists and Fatalists 50% 40% 43% 46% Key Messages 46% 44% 44% 43% 43% 43% 40% 39% Primary Sources of Info on Food System Issues 2 1 Websites (C 26%, F-25%) 30% Rigorous Testing by FDA Scientists Agree Resistance from Human Antibiotics Collectivists FDA Deter. Safe to Treat Animals FDA Deter. Safe to Protect Animals Fatalists Strict Withdrawal Periods Followed Local TV News (C-23%, F 24%) 3 Friends and Family (C-23%, F-23%)

82 Messages With High Frequency/Reach for Early Adopters 40% 30% Improving Early Adopters Confidence 36% 32% 36% 36% 37% Primary Sources of Info on Food System Issues 1 20% Websites (33%) 10% 2 0% Rigorous Testing by FDA Scientists Agree Resistance from Human Antibiotics FDA Deter. Safe to Treat Animals FDA Deter. Safe to Protect Animals Strict Withdrawal Periods Followed Friends and Family (24%)

83 Strategy for Promoting Benefits of Antibiotic Use in Meat-Producing Animals Most Prevalent Values Orientations Best Antibiotic Use Messages to Increase Confidence Best Sources of Info Rigorous Testing by FDA Reaches Over Half of Consumers Influences Early Adopters, Collectivists and Fatalists Collectivists FDA Determines Safe to Treat Ill Animals FDA Determines Safe to Protect Animals Scientists Agree Resistance from Human Antibiotics Reaches Over Half of Consumers Influences Early Adopters, Collectivists and Fatalists Reaches Over Half of Consumers Influences Early Adopters, Collectivists and Fatalists Reaches Over Half of Consumers Influences Early Adopters, Collectivists and Fatalists Websites Local TV News Fatalists Strict Withdrawal Periods Followed Reaches Over Half of Consumers Influences Early Adopters, Collectivists and Fatalists Friends/Family

84 Next Steps Involve Tailoring Key Messages to the Key Targets Learn to Speak the Language While the overall messages around the FDA role, withdrawal periods and scientists dispelling resistance myths are the same for both target groups, the language used to convey these messages will be different for Collectivists and Fatalists. Learn to speak their language and you will be more likely to connect. Show Them Your Shared Values Just as the language needed to connect with Collectivists and Fatalists will be different, so will the images that draw them into the website, social media ad or television ad during the local news. Find out which images are most appealing and likely to grab their attention.

85 Use of Antibiotic Messaging Examples Collectivists: Rigorous evaluation by the U.S. Food and Drug Administration has shown the responsible use of antibiotics in farm animals provides consumers with safe, wholesome meat. The U.S. Department of Agriculture requires all farmers to follow strict withdrawal periods before sending their animals to market.

86 Use of Antibiotic Messaging Examples Fatalists: There is no need to worry about antibiotic resistance caused by eating meat. The meat from animals treated properly with antibiotics is safe to eat. In fact, the U.S. Department of Agriculture requires all farmers to follow strict withdrawal periods before sending their animals to market.

87 Use of Antibiotic Messaging Examples Collectivists: Rigorous evaluation by the U.S. Food and Drug Administration has shown the responsible use of antibiotics in farm animals provides consumers with safe, wholesome meat. The U.S. Department of Agriculture requires all farmers to follow strict withdrawal periods before sending their animals to market. Fatalists: There is no need to worry about antibiotic resistance caused by eating meat. The meat from animals treated properly with antibiotics is safe to eat. In fact, the U.S. Department of Agriculture requires all farmers to follow strict withdrawal periods before sending their animals to market.

88 Education on Food System Issues Moves the Needle +10 to +15 pts. +7 to +11 pts. +11 to +16 pts. +10 to +14 pts. +6 to +8 pts.

89 To download a copy of the 2012 Consumer Research Summary go to If you have questions about information related to the 2012 Consumer Trust Research, please contact Terry.Fleck@foodintegrity.org OR Charlie.Arnot@foodintegrity.org

90 2012 Center for Food Integrity This information is wholly owned by the Foundation for Food Integrity and licensed to CFI; Study was conducted by Gestalt Inc.