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withdrawn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meat and is withdrawn.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
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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
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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%
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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)