The Future of Antibiotics in Pork Production

NPB – Swine EducationIn-Service

Terry Fleck

Terry.Fleck@Foodintegrity.org

www.foodintegrity.org

www.bestfoodfacts.org

October 2, 2013

Earning and Maintaining the Social License (Sapp/CMA)

Confidence

Influential Others

Competence

Value Similarity Social License

Trust

Freedom to Operate

Trust research was published in December, 2009 – Journal of Rural Sociology

Sustainable Systems

Ethically GroundedE

cono

mic

ally

V

iabl

eS

cientifically

Verified

Ethically Grounded• Compassion • Responsibility• Respect• Fairness• Truth

Value Similarity

Scientifically Verified• Data Driven• Repeatable• Measurable• Specific

Objectivity

Economically Viable• ROI• Demand• Cost Control• Productivity• Efficiency

ProfitabilityKnowledgeKnowledge

FeelingsBelief

Sustainable Balance

It is about helping them understand that today’s food is better aligned with their values and beliefs

than perhaps they thought.

Strategic Approach

Using Values Based Approach is not about trying to get someone to change their values and beliefs about today’s food.

What is the State of Trust with Today’s

Consumer?

© 2013 Center for Food Integrity

Cultivate a Better World

8

Top Challenges - Retailers• Food Safety issues

– Antibiotics– GMOs– Public understanding of technology– Expanded STEC testing requirements

 “We need as much information as possible not only on how the animals are raised but also how what they eat is grown and raised.”

“Animal welfare, hormones and antibiotics are increasingly concerns of customers and activists, and are reflected in legislative discussions.”

9

How concerned are you about the safety of food coming from animals treated with antibiotics:

Beef Cattle Pigs Chickens Dairy Cows Hens0

1

2

3

4

5

6

7

8

0 = Not at all concerned10 = Very concerned

10

Impact of antibiotic use on yourcompany/brand?

• “We believe that in general the FDA approves appropriate drugs for appropriate uses. However, the general public, including our guests, do not understand proper use of antibiotics. If given the choice, I believe they would select antibiotic free products if the price was the same.”

• “Now that FDA has announced a voluntary program calling on producers to use antibiotics to treat sick animals only, we need to understand from our suppliers the impact this may have on our business.”

• “I’m not at all concerned about antibiotics because I know the processes we have in place ensures they are not in our product. But our customers are extremely concerned so we have to be too.”

Antibiotic Use in Food Production

12

Concern for Antibiotic Use in Milk Production

Just Over Half had High Concern in Milk Production

(top box 58%)

Just Over One-third Decreased Personal Consumption

(37%) (ave. % decrease in consumption

50%)

Just Under One-third Decreased Family’s Consumption

(29%)

(ave. % decrease in consumption 48%)One out of three believe

antibiotics are less effective in humans because of their use in milk production (33%)

13

Concern for Antibiotic Use in Meat Production

Just Over Half had High Concern in Meat Production

(top box 57%)

Just Under Half Decreased Personal Consumption

(46%) (ave. % decrease in consumption

44%)

Just Under Half Decreased Family’s Consumption

(41%)

(ave. % decrease in consumption 43%)One out of three believe

antibiotics are less effective in humans because of their use in meat production (34%)

14

Concern for Antibiotic Use in Egg Production

Just Over Half had High Concern in Egg Production

(top box 57%)

One-third Decreased Personal Consumption

(34%) (ave. % decrease in consumption

45%)

About One-fourth Decreased Family’s Consumption

(28%)

(ave. % decrease in consumption 42%)

About one out of three believe antibiotics are less effective in humans because of their use in egg production (30%)

15

Additional Beliefs About Antibiotic Effectiveness

Half believe antibiotics are less effective in humans because they have been over-prescribed by physicians (51%)

Among highly concerned, half say it has impacted their decision to seek an Rx (49%)

One-third believe antibiotics are less effective in humans because of their use in livestock (34%)

16

Top Expert Sources for Antibiotic Use in Animals that Produce Food

USDA FDA CDC University Specific Websites

0%

20%

40%

60%

51% 51% 51%

42% 41%

Top Expert Sources

Early Adopters1. CDC

2. USDA

3. FDA

4. University experts

5. Web sites specific to antibiotic use in food production

17

Expert Information Sources for Learning About Antibiotic Use in Animals that Produce Food

0% 50% 100%

14%

12%

10%

8%

9%

8%

51%

46%

49%

42%

40%

42%

35%

42%

41%

51%

51%

51%

0 to 3 (No Expertise) 4 to 7 8 to 10 (Great Expertise)

(mean=7.13)

(n= 2005)

(mean=7.11)

(mean=6.62)

(mean=6.58)

(mean=6.28)

United States Department of Agriculture (USDA)

(mean=7.14)

Food and Drug Administra-tion (FDA)Centers for Disease Control (CDC)

Websites Specific to Antibi-otic Use in Food Production

University Experts

Farmers

Q13f. Please rate the level of expertise of the following information sources for learning about ANTIBIOTICS USE IN ANIMALS THAT PRODUCE FOOD . Please use the scale provided.

18

Expert Information Sources for Learning About Antibiotic Use in Animals that Produce Food (Continued)

0% 50% 100%

38%

21%

21%

19%

15%

16%

47%

53%

49%

53%

51%

49%

16%

27%

29%

28%

34%

35%

0 to 3 (No Expertise) 4 to 7 8 to 10 (Great Expertise)

(mean=6.14)

(n= 2005)

(mean=5.75)

(mean=5.72)

(mean=5.67)

(mean=4.42)

Veterinarians (mean=6.20)

Advocacy Group Website

Internet Search Engines such as Google or Bing

Family Doctor

Food Companies

Grocery Stores

Q13f. Please rate the level of expertise of the following information sources for learning about ANTIBIOTICS USE IN ANIMALS THAT PRODUCE FOOD . Please use the scale provided.

19

Expert Information Sources for Learning About Antibiotic Use in Animals that Produce Food (Continued)

0% 50% 100%

48%

47%

44%

44%

42%

40%

38%

38%

42%

42%

40%

42%

14%

15%

14%

14%

17%

18%

0 to 3 (No Expertise) 4 to 7 8 to 10 (Great Expertise)

(mean=4.05)

(n= 2005)

(mean=4.03)

(mean=4.40)

(mean=3.85)

(mean=3.81)

Your Family - not online

(mean=4.18)Your Friends - not online

Celebrity chefs

Restaurants

Your friends online such as on Facebook or Twitter

Your Family – online such as on Facebook or Twitter

Q13f. Please rate the level of expertise of the following information sources for learning about ANTIBIOTICS USE IN ANIMALS THAT PRODUCE FOOD . Please use the scale provided.

20

Strategy for Promoting Benefits of Antibiotic Use in Meat-Producing Animals

Collectivists

Fatalists

Most Prevalent Values Orientations

Best Antibiotic Use Messages to Increase Confidence

Rigorous Testing by FDA

•Reaches Over Half of Consumers•Influences Early Adopters, Collectivists and Fatalists

FDA Determines Safe to Treat Ill Animals

•Reaches Over Half of Consumers•Influences Early Adopters, Collectivists and Fatalists

FDA Determines Safe to Protect Animals

•Reaches Over Half of Consumers•Influences Early Adopters, Collectivists and Fatalists

Scientists Agree Resistance from Human Antibiotics

•Reaches Over Half of Consumers•Influences Early Adopters, Collectivists and Fatalists

Strict Withdrawal Periods Followed

•Reaches Over Half of Consumers•Influences Early Adopters, Collectivists and Fatalists

Best Sources of Info

Friends and Family

Web Sites

Local TV News

2121

Key Learning’s

22

Future of antibiotic use? That depends…

• Yes, growing concern but good reasoning on their use – Treatment of sick animals– Assure food safety – decrease risk of disease– Contribution to consumer risk factors – minimal, but

must answer benefit

• Key consumer question is over-usage/managed usage– No social support for use in productivity gains

23

Future of antibiotic use? That depends…

• Engage the public’s questions…– Why are they used – food safety; animal well-being; protect

public health

– Must demonstrate clear benefit to society; the environment; animals

• Must manage usage– Responsible/judicious use– Veterinary supervision– Regulations on residue limits

24

Call to Action

• Embrace an integrated approach to building trust– Engage channel partners– Recognize the need for meaningful dialogue about issues that impact

brands and sales – Identify and develop stakeholder specific strategies

• Increase transparency– It is no longer optional, how you are is who you are!– Only question is who is going to manage the process?

• Increase interaction– Not just proactive and reactive. We must be consistently interactive

The Future of Antibiotics in Pork Production

NPB – Swine EducationIn-Service

Terry Fleck

Terry.Fleck@Foodintegrity.org

www.foodintegrity.org

www.bestfoodfacts.org

October 2, 2013