The 2011 International Poultry Exposition (IPE) Salmonella and Campylobacter

Reduction Conference

Consumer Product Comprehension

• March 2006 Outbreak/Recall– USDA modified regulations

• Must use “uncooked or raw” (no long use “ready to cook”)• Cooking instructions documentation• Barber Foods, Antioch, Maple Leaf all comply as well as remove microwave

instructions• Barber Foods conducts multiple research studies to proactively understand

consumer perception, habits and practices• Barber Foods solicits USDA and Minnesota Dept. of Health input• Barber Foods conducts micro challenge studies on cooking directions• Barber Foods implements labeling and cooking packaging copy beyond USDA

standard• Plans to lead a Stuffed Breast Industry meeting

• September 2008 Outbreak– USDA public advisory– Barber Foods leads 1st Industry labeling and cooking instruction conference call (10/31/08)

– Stuffed Breast industry coalition with Koch Poultry, Maple Leaf and Tyson– Barber Foods leads 2nd Industry labeling and cooking instruction conference call: All

participants agree to standard (11/14/08)

Background

Development of Packaging Standards

• Input from all coalition members• Input from USDA FSIS• Accessed prior USDA study• Generic package created to demonstrate and

test standard– Raw in title– Raw icon– Raw food safety statement on net weight line

Consumer Comprehension Study

• On-line Omnibus 1,000 interviews– 50% of sample viewed “generic old copy” Post

March 2006– 50% of sample viewed “generic new” proposed

guidelines

5

Appendix: Product Tested – Old Copy

6

Appendix: Product Tested – New Copy

Package research Executive SummaryThe new package communicates the raw product state significantly better• Recall of the word “raw” nearly doubles (42% w/ old pack to 82% w/ new pack) • Understanding of the raw product state increases from 55% to 76%

overall• Among females who indicate they are the primary meal preparer,

it goes from 54% to 82%

The oven symbol does a good job in reinforcing the raw state of the product and how it should be cooked

In both the new and old versions the vast majority of consumers plan to cook the product in the oven (75% for old copy vs. 79% for new copy)

• Open end playback of packaging likes are consistent with the other findings – more mention raw and must be cooked in oven/not microwavable with the new package

Recall of a meat thermometer increases significantly overall (from 53% to 70%)

• The open ends suggest meat thermometer communicates that the product must reach a certain temperature/be cooked well or thoroughly – but not necessarily that the product is raw7

8

Product State – What is the product state?

• New packaging copy has significant impact on the percentage of all consumers who believe the chicken is raw, especially among females and females involved in the category

Q4: “Based on what you noticed from the packaging, please select one statement below that describes the chicken in this product”

TOTAL TOTAL FEMALES

TOTAL MALES TOTAL FEMALES + INVOLVED

IN PURCHASE/PR

EP

TOTAL FEMALES + INVOLVED +

BUY CHICKEN BREASTS

OLDA

(499)

NEWB

(501)

OLDC

(257)

NEWD

(263)

OLDE

(243)

NEWF

(237)

OLDG

(237)

NEWH

(247)

OLDI

(157)

NEWJ

(167)

The chicken is already fully cooked

33 B 16 31 D 12 35 F 21 32 H 12 36 J 12

The chicken is raw 55 76 A 54 82 C 56 70 E 54 82 G 55 83 I

I am not sure if the chicken is raw or fully cooked

12 8 15 D 6 9 10 15 H 6 10 4

CAPITAL LETTER indicates 95% confidence level vs. other column

Lower case indicates 90% confidence level vs. other column

9

Cooking Method – Proper preparation method

• The vast majority of consumers will bake the product in the oven

Q5: “Which statement best describes the proper preparation method(s) for this product? (Please select one)

TOTAL TOTAL FEMALES

TOTAL MALES TOTAL FEMALES + INVOLVED

TOTAL FEMALES + INVOLVED +

BUY CHICKEN BREASTS

OLDA

(499)

NEWB

(501)

OLDC

(257)

NEWD

(263)

OLDE

(243)

NEWF

(237)

OLDG

(237)

NEWH

(247)

OLDI

(157)

NEWJ

(167)

Cook in oven 75 79 79 83 72 74 79 83 81 86

Heat in microwave 10 7 8 d 4 13 11 8 h 4 8 4

Cook in oven or heat in microwave

15 14 14 13 16 16 13 13 12 10

CAPITAL LETTER indicates 95% confidence level vs. other column

Lower case indicates 90% confidence level vs. other column

10

11

12

Raw Packaging Guidelines

• Guidelines being adopted by top 4 Stuffed Breast manufacturers

• Coalition manufactures all implemented labeling by 12/31/09

13

Barber Foods Package Continuous Improvement

• Added “Raw” tab as part of new design– Further differentiation

Continuous Improvement

2008 = 55% 2009 = 82% 2010 = 96%

Barber Packaging Research

RAW COOKED

Total rep(84)%C

Total rep(84)%D

Fully cooked 4 98 C

Raw / Not cooked 96 D 1

Don’t know -- 1

Q9: Which of the option listed best describe each package?

Barber Packaging Research

LIGHT PACK CURRENT

Totalrep(84)%C

Totalrep

(173)%E

Top 2 box: Extremely/Very Easy 82 e 72

Extremely easy 49 44

Very easy 33 a 28

Somewhat easy 14 23 ac

Bottom 2 box: Not Very/At All Easy 4 6

Not very easy 4 5

Not at all easy -- 1

Q10: For the pair of packaging you’ve been evaluating, how easy is it to tell which package is for a raw product and which is fully cooked?

GfK: Online quantitative survey, May 10, 2010“Rep” = 75+ females / cell, ages 22-65 who purchase frozen poultry in grocery

Conclusions

• Industry & USDA FSIS collaboration and cooperation produces better outcome

• USDA FSIS should incorporate raw standard into labeling regulations– Ensures that private label and other

manufacturers clearly communicate• Questions and/or feedback

– Jeff Shaw@barberfoods.com