FSA – consumer attitudes to towards the horse meat contamination issue February 2013 Jill Crane Associate Director +44 (0) 208 263 5265 Jcrane@harrisinteractive.com © Harris Interactive Georgiana Brown Senior Research Executive +44 (0) 208 263 5268 Gbrown@harrisinteractive.com Contents Introduction Executive Summary Awareness of horsemeat issue and sources of information Interpretation of messages and behavioural changes Affect of stories on consumer confidence in food safety Testing of messages 2 Introduction © Harris Interactive 3 Background and Objectives • Horsemeat stories originally broke in January, when Irish food inspectors announced they had found horsemeat in some burgers stocked by a number of UK supermarket chains. • Since then the story has escalated, with new stories in the press linked to the issue – see timelines of events on the following slide. • The FSA would like to understand more about the impact the stories have had on consumer confidence in food safety and the potential impact they are likely to have on future behaviours. • Specifically, the three main objectives of the research are to : – Gauge consumer understanding and reaction to information and messages on the current horse meat contamination issue – Understand whether consumer confidence in food safety has been affected by the current incidence of horse meat contamination – Understand consumer views in relation to messaging and advice the FSA has been issuing to inform consumers about the safety of processed meat © Harris Interactive Timeline of events 15 Jan 16 Jan Food Safety Authority of Ireland identifies horse and pig DNA FSA launches investigation into horse meat contamination issue 24 Jan FSA issues statement on bute in horse meat – it is not allowed to enter the food chain 11 Feb 12-14 Feb Police in UK and across EU investigate whether horse meat contamination caused by negligence or fraud. Tesco finds horse meat in withdrawn products. Many other retailers also withdraw products. Raids and arrests at UK meat plants suspected of knowingly supplying horse labelled as beef © Harris Interactive Findus beef lasagne tests positive for horse meat and is withdrawn. Complex Europe-wide supply chain emerges. 15 Feb 8 Feb Aldi product recalls. 7 Feb FSA publishes industry test results – 29 of 2501 samples of beef test positive for horse DNA. DNA discovered in products supplied by Whitbread and Compass Group Approach • We conducted an online survey between Friday 15th February and Monday 18th February. • We have shown on the following slide the lead stories in the press related to the horsemeat scandal during the fieldwork period. • In total, we achieved 1,527 interviews. • The interviews were nationally representative in terms of age, gender and region (see slide 9) • We screened out people working in the media or market research, but there was no other screening criteria. © Harris Interactive 6 Media activity whilst fieldwork was taking place (1/2) Friday 15 February Saturday 16 February th © Harris Interactive th 7 Media activity whilst fieldwork was taking place (2/2) Sunday 17 February th © Harris Interactive Monday 18th February 8 Who did we speak to.... • We interviewed a nationally representative sample in terms of Gender, Age and Region... Gender Age © Harris Interactive Region England 83% 9 Who did we speak to.... Dietary/ food preferences (amongst all) © Harris Interactive Types of meat eaten (amongst those eating meat) Q23.Which of the following dietary/food preferences, if any, do you have? Base: All respondents 1,527 Q 24. Which of the following types of meat do you eat weekly/occasionally/never? Base: All who eat meat, 1373 10 Executive Summary © Harris Interactive 11 Executive Summary – Key Takeouts • Almost universal (98%) understanding of horse meat contamination issue, with over half (55%) having seen/heard about all stories • Two thirds (64%) find the stories about the issue ‘concerning’ • Knowledge and concern driven by older people and females • Three quarters (73%) now feel less confident in the safety of processed meat • Half (49%) will now buy less red meat, processed meat and/or ready meals • Women and older people more likely to change future purchase behaviour, with reduced purchasing of red/processed meat and value options • Two thirds (67%) of those intending to buy less say it’s due to lack of trust • More than three quarters (79%) think horse meat has been sold for years to consumers in products where it is not listed on the label • BBC the best source of information, followed by the FSA and UK government • Specific actions taken are the most helpful parts of FSA messaging on the issue, whilst scientific terms can cause confusion and should be explained © Harris Interactive 12 Detailed Summary – Level of Understanding & Reactions Level of understanding of horse meat contamination issue amongst UK consumers • The UK population appear to be very well informed about the horse meat contamination issue.... 98% claim to understand the issue (to some degree) Furthermore, over half (55%) have seen/heard about all of the five main stories that were prompted on. ....older people are considerably more likely to be well informed than younger people. Reactions to the horse meat contamination issue • Concern amongst consumers is very high - almost two-thirds (64%) of the UK population think messages and pieces of information relating to the horse meat issue are ‘concerning’. .....concern is higher amongst older people and females. I feel let down by people trusted to provide what I expect. I don't think I can shop without concern about what is in my food anymore. Female, aged 36, England It’s appalling that one cannot confidently rely on the information on a label! It is not a matter of caring what I am sold, as much as KNOWING what I'm sold, and to mislead the public in this respect is sheer fraud, whether or not one would willingly eat the product if one did know. Female, aged 81, England Blame for the contamination issue is considered to lie with the food manufacturers • This is consistent across all demographics © Harris Interactive 13 Detailed Summary – Affect of Horse Meat Contamination Issue on Consumer Confidence • Consumer confidence in the food industry looks to have been heavily affected... Almost three-quarters (73%) claim to be less confident in the safety of processed meat half (46%) claim they will buy less value products and around a third (33%) claim they will buy less products from supermarket chains. Plus almost half (49%) specifically said Reasons for buying less they will buy less red meat, processed meat (e.g. burgers) or ready meals containing processed meat. Nearly 49% The key reason for the change in purchasing habits appears to be due to lack of trust - 67% of those who will buy less will do so for trust reasons Say they will buy less red meat / processed meat / ready meals • This is considered to be a long-term issue - almost 7 out of 8 people (79%) think that horse meat has probably been sold to consumers for years. • The BBC is considered the most reliable and the most used source for information about the horse meat contamination issue, followed by the FSA and the UK government. Gaining air-time on the BBC to demonstrate the FSAs continual handling of the situation is likely to prove extremely valuable. © Harris Interactive 14 Detailed Summary – Consumer Views on Messaging Ransom Note Exercise During the survey, we showed respondents four messages (1-3 were FSA messages and message 4 was from the Department of Health) and asked respondents to assess each of these, telling us any words they found confusing and any words they found helpful. For further information on this exercise, please see slide 49 • Aspects that emerged as being particularly helpful tended to relate to the actual actions that have taken place to control the issue: “Removed potentially affected products” Message 1 “Suspended operations at both these plants” Message 3 • Mentioning the potential drugs, as well as illnesses and side-effects is considered helpful by some, but confusing by some others, which demonstrates the requirement for detailed explanations and absolute clarity: “Phenylbutazone” Message 2 & 4 “Ankylosing spondylitis” “Aplastic anaemia” Message 4 • Also, while people find it helpful to hear there is a low risk, some people also find this confusing. © Harris Interactive 15 Awareness of horsemeat issue and sources of information © Harris Interactive 16 Over half (55%) of the UK population have seen or heard all the stories on the horse meat issue. As might be expected, recall is highest for the initial news story relating to horse DNA being discovered and the message relating to the product recalls. Sources of information recently seen / heard stories about horse meat issue? That horse DNA has been discovered in a number of UK processed meat products, including burgers and ready meals, when the labels on the products said that the only meat they contained was beef That several products, including frozen beef lasagne, frozen beef burgers, and frozen spaghetti bolognese have been recalled from several supermarket shelves after it was discovered that they contained horse meat That horse meat found in recalled products in the UK has been traced back through multiple suppliers across several European Union (EU) countries and that horse meat has also been discovered in meat products labeled as beef in several European countries That investigations are now under way in the UK following suspicion that horse meat originating in the UK may have been supplied to UK manufacturers of meat products That all products found to contain horse meat have so far been judged as safe to eat, though tests are taking place on any horse meat found to see if it contains the veterinary drug phenylbutazone, or 'bute', a drug that is sometimes given to horses and may pose a very low risk to human health © Harris Interactive Q1.Which of the following messages / pieces of information are you aware of? Base: All qualified respondents 1,527 55% ‘All of the above’ 3% ‘None of the above’ 17 There is a marked difference between age groups in the proportion who have seen all the stories: more than two thirds of those over 55 compared to under one third of those under 35. By age By gender All those selecting all of the above © Harris Interactive Q1.Which of the following messages / pieces of information are you aware of? Base: male (718), female (809), 16-24 (225), 25-34 (236), 35-44 (265), 45-54 (256), 55-64 (246), 65+ (299) 18 In terms of media channels, television dominates with nearly nine out of ten (88%) hearing about the issue on TV. Radio and newspapers are popular sources for around a half (48%). This is followed closely by news websites (44%) and word of mouth (41%). Sources seen/heard about horse meat issue © Harris Interactive Q2.Which sources of information have you recently seen or heard about the horse meat issue? Base: All qualified respondents 1,527 19 As might be expected, media channels do differ by demographic group... Sources seen/heard about horse meat issue By age By gender Under 24s more likely to have seen/heard... Men more likely to have seen/heard... - news websites - 56% (from 44%) - news websites - 51% (from 44%) - social media – 49% (from 26%) - newspapers online – 33% (from 30%) - friends / colleagues - 51% (from 41%) - newspapers – 51% (from 48%) 55+ more likely to have seen/heard... - TV - 93% (from 88%) - radio – 52% (from 48%) - newspaper - 53% (from 48%) Women more likely to have heard from... - friends / colleagues – 44% (from 41%) - speeches from government ministers 34% (from 26%) © Harris Interactive Q2.Which sources of information have you recently seen or heard about the horse meat issue? Base: male (718), female (809), 16-24 (225), 25-34 (236), 35-44 (265), 45-54 (256), 55-64 (246), 65+ (299) 20 Television being seen/heard, as well as followed is high, with BBC being the most popular channel. Stories are more likely followed on tabloids than broadsheet newspapers. Stories seen/heard and followed Seen/heard horse meat stories from recently Keeping up with horsemeat stories Sources shown seen/heard <4% © Harris Interactive Q3. Which specific sources, whether on paper, television, radio or online, have you seen/heard horse meat stories in recently? Q4. And which sources of information, if any, are you using to keep up to date with the horse meat contamination stories? Base: All respondents 1,517 21 Interpretation of messages and behavioural changes © Harris Interactive 22 Almost two-thirds (64%) of the UK population think that the messages and pieces of information relating to the horse meat issue are concerning. The remainder include those who are either not really bothered or think the media is exaggerating. Feelings about various messages and pieces of information seen about horse meat issue 2% ‘None of the above’ © Harris Interactive Q5.How do you feel about the various messages and pieces of information you are seeing about the horse meat contamination issue? Base: All respondents 1,517 23 There is some difference between the age groups in the level of concern. People under 24 are less likely to be concerned (53%) than those over 55 (71%). Feelings about various messages and pieces of information seen about horse meat issue Total 16-24 25-34 35-44 45-54 55-64 65+ I think the issue is concerning 64% 53% 59% 61% 65% 71% 71% I am not really bothered about the issue 22% 28% 19% 26% 19% 19% 18% I am not sure that I trust everything I read about it 20% 18% 13% 19% 22% 16% 29% I think the media exaggerates 17% 27% 14% 18% 14% 14% 15% I don't really understand the issue 2% 4% 3% 2% 2% 2% 1% None of the above 2% 2% 5% 2% 2% 1% 1% / © Harris Interactive Significantly higher/lower than total (95% confidence) Q5.How do you feel about the various messages and pieces of information you are seeing about the horse meat contamination issue? Base: 16-24 (222), 25-34 (231), 35-44 (264), 45-54 (245), 55-64 (245), 65+ (299) 24 Men are slightly less likely (60%) to find the issue concerning than women (67%). Men are slightly more likely either not to care, not trust the media or think it’s exaggerating. Men © Harris Interactive Women Q5.How do you feel about the various messages and pieces of information you are seeing about the horse meat contamination issue? Base: men - 712, women - 805 25 Over two-thirds (69%) of the UK population consider BBC television, radio or online as the source of information either the most reliable or the second most reliable. The FSA is considered most reliable by 30%, but amongst those considering another source most reliable, few consider the FSA second most Sources of information considered reliable reliable. 69% First source + second source (NET) 45% 37% 19% 16% 14% 12% Most reliable 12% Second most reliable 9% © Harris Interactive Sources shown <10% (first source + second source) only Q6.Which sources of information do you think are MOST RELIABLE / SECOND MOST RELIABLE Base: All who have seen/heard stories about horse meat contamination issue 1,517 26 Amongst those considering the FSA as the most reliable source, the top reason is because ‘it’s their job’ – the same for the government. Reasons for considering the BBC the most reliable are varied, but centre around the BBC being trustworthy, impartial and accurate. Top 5 reasons sources considered most reliable.... (all sources) Trustworthy – 20% It’s their job – 44% It’s their job – 29% Impartial/non-biased – 17% They are experts/should know what’s going on – 13% Trustworthy – 12% Accurate/factual – 11% Up-to-date – 10% Channel I watch/personal preference – 9% © Harris Interactive Trustworthy – 11% Accurate/factual – 10% Impartial/non-biased – 7% First hand information/well informed – 12% Up-to-date info/regular updates – 40% Impartial/non-biased – 17% In-depth coverage – 11% Government agency/official body – 11% The best/better than others – 9% Impartial/non biased – 9% Not sure – 7% Q6b.Why do you think that [XXXX] is the most reliable source of information regarding the horse meat contamination issue? Base: Those rating sources most important BBC (NET) – 579, FSA – 448, government source – 105, Sky News - 101 27 Almost four out of five (79%) think the mislabelling of horse meat has been going on for years. Only 15% believe this has only been an issue for a few months and 6% feel it has been a matter of weeks. Perception on length of time horse meat has been sold © Harris Interactive Q6c. For how long do you think horse meat has been sold in products where it is not listed on the label as an ingredient? Base: All qualified respondents 1,527 28 Overall, around half of those buying into the processed meat and ready meal category say they will buy less. Red meat is less affected. Slightly more say they will buy more white meat and fish – but this isn’t notably high. Likelihood of purchase change in the short term (ST) / long term (LT) Red meat © Harris Interactive Processed meat Ready meals White meat Fish Q7. How likely is your purchasing of the following products to change in the short term? Q8. How likely is your purchasing of the following products to change in the long term? Base: All qualified respondents excluding those never buying – bases range from 931 to 1,430 29 Women are more likely to plan changes in purchasing habits as a result of the horse meat contamination issue than men – particularly in terms of processed meat and ready meals. Likelihood of purchase change in the short term/long term Men Women Difference: 7 %pts 6 %pts 17 %pts 14 %pts 15 %pts 16 %pts © Harris Interactive Q7. How likely is your purchasing of the following products to change in the short term? Q8. How likely is your purchasing of the following products to change in the long term? Base: men - 712, women - 805 30 Trust is the main issue for 67%, but a third (35%) simply do not want to eat horse meat. A minority (5%) will eat more - generally because they believe the problem will be fixed. Reasons for buying less Reasons for buying more (amongst 49% who said they would buy less) (amongst 5% who said they would buy more) © Harris Interactive Q9. Why do you think you will buy less red meant and/or processed meat? Base: All qualified respondents who will buy less (716) Q10. Why do you think you will buy more red meat and/or processed meat? Base: All qualified respondents who will buy more (84) 31 Over half (52%) of the UK population claim to have processed meat products in their fridge/freezer. Amongst those who do, around half (53%) say they will eat these products and a quarter (26%) say they will throw them away. Likelihood to have PROCESSED MEAT in fridge or freezer Don’t have any Actions taken with PROCESSED MEAT (amongst those who ‘Do have’) Do have Q11. If you have processed meat the moment, what are you going to do with them? Base: All qualified respondents 1,527 © Harris Interactive 32 Around a third (37%) of the UK population claim to have products that have been withdrawn in their fridge/freezer. Amongst those who do, broadly the same proportion say they will eat these as will throw them away. Likelihood to have WITHDRAWN PRODUCTS in fridge or freezer Don’t have any Actions taken with WITHDRAWN PRDUCTS (amongst those who ‘ Have’) Do have Q11b. If you have any of the products that have been withdrawn, what are you going to do with them? Base: All qualified respondents 1,527 © Harris Interactive 33 Just over half (55%) would be as concerned because of incorrect pork or lamb labelling, 30% would not be as bothered but would still be concerned and one in ten would not be bothered at all. Feelings on pork or lamb instead of horse meat © Harris Interactive Q11c. Do you, or would you feel differently if pork or lamb were to be found in products labelled as beef, instead of horse meat? Base: All qualified respondents 1,527 34 Those in the youngest age group are more worried about the fact that it’s horse than if it were pork or lamb. Meanwhile, those in the older age groups appear more concerned with the mislabelling of products than younger age groups. Feelings on pork or lamb instead of horse meat Total 16-24 25-34 35-44 45-54 55-64 65+ Still concerned because only products listed on the label should be in the food 55% 44% 48% 51% 63% 62% 60% Wouldn’t be as bothered, but still concerned that there was something which wasn’t listed on the label 30% 29% 26% 36% 32% 30% 28% I wouldn’t be bothered, just don’t want to eat horse 10% 17% 12% 12% 3% 6% 9% I would still be as concerned because there are some meats e.g. Pork that I don’t eat for religious reasons 5% 10% 13% 1% 2% 1% 5% / © Harris Interactive Significantly higher/lower than total (95% confidence) (Note: no notable differences by gender) Q875. Do you, or would you feel differently if pork or lamb were to be found in products labelled as beef, instead of horse meat? Base: 16-24 (225), 25-34 (236), 35-44 (265), 45-54 (256), 55-64 (246), 65+ (299) 35 Affect of stories on consumer confidence in food safety © Harris Interactive 36 The horse meat issue has not only impacted confidence levels on processed meat, but also food in general and supermarkets selling processed food. Change in confidence levels following horse meat contamination Much less + Bit less (NET): 73% 71% 68% Much more confident © Harris Interactive Bit less confident No change A bit less confident Q12-Q14.How has the horse meat contamination issue affected your confidence in the safety of.... Base: All qualified respondents 1527 Much less confident 37 Confidence amongst females appears to have been affected more than amongst males. By age there are no clear trends. Processed meat Food in general Supermarkets Much less confident + bit less confident (NET) Total - 73% © Harris Interactive Total - 71% Total - 68% Q12-Q14.How has the horse meat contamination issue affected your confidence in the safety38 of.... Base: All qualified respondents 1527 Note – Northern Ireland not shown due to low base Stories surrounding the length of the supply chain will have an impact on most of the UK population (60%), with over a third (36%) claiming they will try to find products where they know the meat has come from a UK supplier. Will stories relating to the length of the supply chain affect how you will select meat products in the future? Try to buy products where know the meat came from a UK supplier Continue to select products based on what I fancy eating Might pay more attention to the label to see where the meat came from Will pay attention to label and try to choose products where clear where meat came from © Harris Interactive Q15.One of the stories emerging about the horse meat contamination issue is hat the food supply chain of meat products can be long and complicated. Knowing this about the supply chain, is it likely to affect how you approach selecting meat products to buy in the future? 39 Base: All qualified respondents 1527 Men are more likely than women to continue selecting products based on what they fancy, while women meanwhile are more likely to look to source meat from a UK supplier. The indications are that these issues will have a greater affect on older people than younger people. Will stories relating to the length of the supply chain affect how you will select meat products in the future? More likely to buy from UK supplier Total - 36% © Harris Interactive Continue to select based on what I fancy Total – 18% Q15.One of the stories emerging about the horse meat contamination issue is hat the food supply chain of meat products can be long and 40 complicated. Knowing this about the supply chain, is it likely to affect how you approach selecting meat products to buy in the future? Base: All qualified respondents 1527 Note – Northern Ireland not shown due to low base The indications are that the UK population will change purchasing habits as a result of the horse meat contamination issue – more plan to buy more from a butcher and more claim they will buy less value products and less products from supermarket chains. Change in purchasing following horse meat contamination issue Buy more © Harris Interactive Buy the same Buy less Q16.How likely are you to change your purchasing of the following types of products as a result of the horse meat contamination issue Base: All qualified respondents who buy into the following categories (from 1,002 – 1,439) 41 Women are more likely to buy less value products and supermarket products. Older people also see slightly higher proportions of those claiming they will buy less. Those buying LESS.... Value products Products from supermarket chains Will buy less Total - 46% © Harris Interactive Total - 33% 42 Q16.How likely are you to change your purchasing of the following types of products as a result of the horse meat contamination issue Base: All qualified respondents who buy into the following categories Note – Northern Ireland not shown due to low base While women are more likely to cut down purchasing of certain products, they’re not much more likely to increase spending in other areas. The same is true of older people. Those buying MORE.... Products from butcher Will buy more Total - 40% © Harris Interactive Premium products Total - 12% Products from independents Total - 18% Q16.How likely are you to change your purchasing of the following types of products as a result of the horse meat contamination issue 43 Base: All qualified respondents who buy into the following categories Note – Northern Ireland not shown due to low base For most people, knowing the issue affects a number of European countries doesn’t appear to change much - people continue to express high levels of concern. How does knowing the issue affects a number of European countries make you feel? (unprompted – please note that responses came from an open-ended question) © Harris Interactive Q17.The horse meat contamination issue affects a number of European countries, with horse meat found in products labelled as beef. How does this affect how you feel about the issue? Base: All qualified respondents 1527 44 Europe-wide issue – a selection of verbatim comments How does knowing the issue affects a number of European countries affect how you feel? (Unprompted) I feel that the public has been lied to about what they are eating, and this is something that needs to be addressed. It doesn't make any difference how many countries, it doesn't change the morality, if it says beef it should be beef. Female, aged 23, England Female, aged 37, England That it is not a solely British problem, making it more difficult to blame the British food industry Male, aged 49, England What they do in other countries really doesn't concern me much. Many of them eat horse meat anyway. If it is labelled as containing it I have the choice of not purchasing it. IT HAS TO BE LABELLED IF IT CONTAINS HORSE MEAT. Male, aged 76, NI © Harris Interactive I will certainly try to only buy British beef now Female, 45, England I still feel the same, if not I'm more disgusted that it’s happening in most of Europe and not just the UK. Male, aged 17, England Q17.The horse meat contamination issue affects a number of European countries, with horse meat found in products labelled as beef. How does this affect how you feel about the issue? 45 Half of respondents (50%) think that food manufacturers/ manufacturing process are ultimately responsible for the horse meat contamination issue. The remainder struggle to come up with a consensus. Ultimate responsibility for horse meat contamination issue (‘food manufacturers’ – 38% plus ‘companies delivering from manufacturer to retailer’ – 12%) (Note: no notable demographic differences) © Harris Interactive Q17b.Who do you think is ultimately responsible for the horse meat contamination issue? Base: All qualified respondents 1527 46 All age groups are most likely to think ultimate responsibility lies with the food manufacturers/manufacturing process. However, younger people are slightly more likely than older people to think responsibility lies with the FSA. Ultimate responsibility for horse meat contamination issue Total 16-24 25-34 35-44 45-54 55-64 65+ Food manufacturers/manufacturing process* 50% 48% 47% 53% 52% 49% 49% The Food Standards Agency 12% 21% 20% 10% 7% 10% 9% Food retailers 9% 5% 6% 12% 11% 9% 9% The European Union 8% 6% 7% 5% 10% 13% 9% The UK government 7% 10% 7% 6% 6% 5% 6% * ‘food manufacturers’ plus ‘companies delivering from manufacturer to retailer’ / © Harris Interactive Significantly higher/lower than total (95% confidence) (Note: no notable differences by gender) Q17b.Who do you think is ultimately responsible for the horse meat contamination issue? Base: male (718), female (809), 16-24 (225), 25-34 (236), 35-44 (265), 45-54 (256), 55-64 (246), 65+ (299) 47 Testing of messages © Harris Interactive 48 Ransom Note Exercise During the survey, we showed respondents four messages and asked them to assess each of these using the Harris Ransom Note tool. As part of this exercise, respondents were shown each of the four labels and asked firstly to review, highlighting any words they found confusing and then review for a second time, highlighting any words they found helpful. Please highlight in the following messages regarding the horsemeat contamination issue any words or sections that you find confusing.... Message 1 – Early story DNA The Food Standards Agency is investigating urgently how a number of beef products on sale in the UK and Republic of Ireland came to contain some traces of horse and pig DNA DNA. The Food Safety Authority of Ireland reported yesterday (Tuesday, 15 January) that an analysis they carried out into the authenticity, or labelling accuracy, of a number of burger products revealed that some contained horse and pig DNA. Ransom Note key: Helpful words/statements selected by more than 12% of the sample are highlighted in green Confusing words/statements selected by more than 12% of the sample are highlighted in orange Words that were considered both helpful and confusing are highlighted in light brown Note: The larger the font size, the more frequently the word was selected 49 Ransom Note Exercise – Message 1 Respondents find it most helpful to know what particular actions are taking place to control the situation. Message 1: FSA early story – DNA Key: Helpful Confusing Helpful and confusing 16 January FSA investigation into horse DNA found in some burgers The Food Standards Agency is investigating urgently how a number of beef products on sale in the UK and Republic of Ireland came to contain some traces of horse and pig DNA. The Food Safety Authority of Ireland reported yesterday (Tuesday, 15 January) that an analysis they carried out into the accuracy, of a number of burger products revealed that some contained horse and pig DNA. authenticity, or labelling , 27 beefburger products were analysed, with 10 of the 27 products (37%) testing In particular positive for horse DNA and 23 (85%) testing positive for pig DNA. In nine of the ten beefburger samples, horse DNA was found at very low levels. In one sample from Tesco, the level of accounted for approximately 29% horse DNA indicated that horse meat was present and of the total meat content of the burger. All of the retailers involved so far have removed potentially affected products from their shelves. The FSA has been in contact overnight with the retailers and producers named in the FSAI survey and has called a meeting this afternoon with a wider range of food industry representatives to discover the extent of the potential problem and to contamination might have occurred. investigate how this © Harris Interactive Base: All qualified respondents (1,527) 50 Additional comments provided following the reviewing of Message 1 (FSA early story – DNA) Further comments (unprompted – please note that responses came from an open-ended question) I think the reaction could have been a lot quicker. (43 respondents) Female, aged 45, England (39 respondents) (37 respondents) (37 respondents) (35 respondents) (31 respondents) It doesn’t explain what they’re going to do with said companies who contaminated the food chain. Female, aged 22, England Simple, factual - a good report. (28 respondents) (27 respondents) (24 respondents) (23 respondents) Male aged 60, England The FSA should be testing meat at source i.e. meat entering the country or meat processing factory’s. Female, aged 46, Scotland (23 respondents) Further comments <1% © Harris Interactive Q20_1. Are there any further comments that you would like to make about it? Base: All qualified respondents (1,527) 51 Ransom Note Exercise – Message 2 Naming potential drugs in the lasagne are found both helpful and confusing. Again, the action statement is considered helpful. Message 2: FSA middle story – recalls (Findus) Key: Helpful Confusing Helpful and confusing 7 February Findus beef lasagne products found with horse meat As part of its ongoing investigation into mislabelled meat, the Food Standards Agency has confirmed that the meat content of beef lasagne products recalled by Findus has tested positive for more than 60% horse meat. Findus withdrew the beef lasagne products after its French supplier, Comigel, raised concerns about the type of meat used in the lasagne. We have no evidence to suggest that this is a food safety risk. However, the FSA has ordered Findus to test the lasagne for the veterinary drug phenylbutazone, phenylbutazone or 'bute' . Animals treated with are not allowed to enter the food chain as it may pose a risk to human health. The Findus beef lasagne was distributed to the main UK supermarkets and smaller convenience stores. Findus has already begun a products. People who have bought any Findus beef lasagne products are full recall of these advised not to eat them and return them to the shop they bought them from . © Harris Interactive Base: All qualified respondents (1,527) 52 Additional comments provided following the reviewing of Message 2 (FSA middle story – recalls (Findus)) Further comments (unprompted – please note that responses came from an open-ended question) (37 respondents) If they are safe, why can’t we eat them if we choose to? How bad? – 60% horse meat and the prices they charge for these I shall not be buying again. Male, aged 47, England Male, aged 55, England (28 respondents) (25 respondents) Why Findus were using a 3rd party to manufacture its products and not carrying out tests of their own. Missing information about real risks caused by Bute and how much contaminated meat you would need to consume to have problems. Female, aged 60, England Male, aged 51, Scotland Further comments <1% © Harris Interactive Q20_2. What other information do you think should be included on the label? Base: All qualified respondents (1,527) 53 Ransom Note Exercise – Message 3 Being told the actions FSA are taking to prevent this from happening again are found particularly helpful. This message contains the least areas of confusion. Message 3: FSA latest story – abattoir closures 12 February Key: Helpful Confusing Helpful and confusing FSA raids meat plant involved in alleged supply of horse meat As part of its ongoing investigation into the mislabelling of meat products, the FSA and police today entered two meat premises, one in West Yorkshire and the other in West Wales. The plant in West Yorkshire is Peter Boddy Licensed Slaughterhouse, Todmorden, West Yorkshire, and we believe it supplied horse carcasses to Farmbox Meats Ltd, Llandre, Aberystwyth. The Agency and the police are looking into the circumstances through which meat products, purporting to be beef for kebabs and burgers, were sold when they were in fact horse. The FSA has suspended operations at both these plants Dyfed-Powys police have entered the premises with the FSA. The FSA has including customer . Both West Yorkshire and detained all meat found and seized paperwork, lists from the two companies. Andrew Rhodes, FSA Director of Operations, said: 'I ordered an audit of all horse producing abattoirs in the UK after this issue first arose last month and I was shocked to uncover what appears to be a blatant misleading of consumers. I have suspended both plants immediately while our investigations continue.’ Base: All qualified respondents (1,527) © Harris Interactive 54 Additional comments provided following the reviewing of Message 3 (FSA latest story – abattoir closures) Further comments (unprompted – please note that responses came from an open-ended question) (35 respondents) Strip both of there licenses to handle meat. I hope and trust that the perpetrators of this racket, on conviction, face the most severe penalties available under the law Male, aged 23, England Male, aged 73, Scotland It does not address the slaughtered for human consumption/pet food issue. (28 respondents) (25 respondents) Completely and utterly shocked and appalled that the companies involved could do this so blatantly. Female, aged 58, Wales Male, aged 33, England Further comments <1% © Harris Interactive Q20_3. What other information do you think should be included on the label? Base: All qualified respondents (1,527) 55 Ransom Note Exercise – Message 4 People are confused at what the actual risks are and what effect it has on them, but also find this information helpful. Message 4: Department of Health Statement – Horsemeat Key: Helpful Confusing Helpful and confusing 11 February Horsemeat in UK food chain: statement from Chief Medical Officer There is nothing to suggest a safety risk to consumers who may have eaten the products. All of the retailers involved so far have removed potentially affected products from their shelves. Phenylbutazone is used to treat some people who suffer from ankylosing spondylitis, a type of arthritis. However, there are international checks to prevent phenylbutazone from entering the food chain because there is a low risk of serious effects – such as aplastic anaemia – in some people. As such, it presents a limited public health risk and I support the FSA advice that it should be excluded from the food chain. no indication phenylbutazone – bute – is present in any of the products that have been identified in this that There is currently country but the FSA has ordered further tests to confirm this. It’s understandable that people will be concerned, but it is important to emphasise that, even if bute is found to be present at low levels, there is a very low risk indeed that it would cause any harm to health . Note: respondents weren’t asked to provide additional comments about the message above 56 © Harris Interactive Base: All qualified respondents (1,527)