WATT PoultryUSA - December 2017 - 14
14 ❙ WATTPoultryUSA
CONSUMER CONCERNS ON TRANSPARENCY
A messaging opportunity in the pharmacy
Working with the store pharmacist, nutritionist or
dietician could be the prescription for gaining more
trust with consumers in the store. Antolock and McGrath said the most trusted person in the grocery
store is the pharmacist, and many customers come
to them with questions about health and wellness.
Pharmacists aren't necessarily trained on
what's going on with 95 percent of the store, so
Antolock said the opportunity exists for stores
and food companies to better educate pharmacists and in-store health experts on the nutritional value of poultry, where poultry products come
from, how birds are raised and why certain
methods are used.
Antibiotic reduction's long term
impact on the poultry industry
The panelists agreed antibiotic free (ABF) is good
in terms of pleasing consumers, but also represents
a serious challenge to meet moving, activist-driven
Providing ABF chicken is a competitive advantage
for the industry, Blankenhorn said, and will continue
to positively differentiate the product, and drive longterm growth, against pork and beef. However, the issue will likely never truly go away, as consumers continue to worry about non-existent hormones in meat.
Meat for Blue Apron's kits is raised without sub-therapeutic antibiotics, according to the company's website.
Chick-fil-A is committed to serve only no-antibiotics-ever meat by 2020. Rothmeier said Chick-fil-A
didn't make its ABF decision based on science but rather customer demands. For his business, the customer is
always right and they should be supplied what they are
asking for. The industry's transition toward more ABF
production is proving the process isn't as cost inefficient as predicted and farmers will continue to improve
on the process with more time and practice.
Barnett offered an alternative perspective, cautioning against letting the marketing get ahead of
the supply chain. The egg industry's experience with
cage-free eggs, he said, demonstrates how the industry
can get trapped by a customer resolving to supply a
product that may not be available or sustainably produced. If the industry isn't ahead of the issue and edu-
David Rothmeier said Chick-fil-A decided to go
antibiotic-free not because of the science but
because consumers demanded it. | Deven King
cating consumers, the activists certainly will be. Food
companies themselves must understand, and consider,
whether or not a purchase pledge is realistic for its
suppliers before acting.
www.WATTAgNet.com ❙ December 2017