Is there a relationship between consumers’ food-safety perceptions and how they spend their dollars?
Bailey: Talk about marketing food safety really scares me because food safety is an inherent right. We should not ask customers to pay more for a safer product; they should have full confidence in what they buy. They can pay more for other features if they want a natural product, organic product or cage-free product, but let’s not confuse that with food safety and ask them to pay more for it. Plunkett: Safety should not be a value-added feature. We don’t want to say to the consumer “would you pay more for food safety, and if you don’t, we won’t give it to you.” Burkgren: I agree. The other angle then is that the retailers shouldn’t market, say, antibiotic-free or natural products as being safer. There’s the implication that if it’s organic it’s a safer product, when in essence it’s not. Bailey: There is the perception that organics or hormone-free products are safer. Companies should not make claims that aren’t true, but I’ll go back to consumer education. It’s incumbent on conventiona
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