DS-Lincwtr Farming, Saturday, Saptwnb* 23. 1995
Demand Strategies
CHICAGO, 111. Anti-meat
activists and the government came
under attack in a fiery panel dis
cussion that raised some provoca
tive and pertinent questions for the
meat industry during the National
Live Stock and Meat Board’s
recent Demand Strategies Confer
ence, Global Issues Impacting the
Demand for Meat.
The event recently took place in
conjunction with the 41st Annual
International Congress of Meat
Science and Technology
(ICoMST) and 48th Annual Reci
procal Mfcat Conference in San
Antonio, Texas.
The opening of this year’s
Demand Strategies Conference
broached three of the most com
pelling issues in the industry
today: the environment, food safe
ty, and diet and health. Modeled
after the televised public affairs
program The McLaughlin Group,
the discussion of each topic con
sisted of a three-person panel mod
erated by Eleanor Clift, a contri
buting editor for Newsweek and
frequent panelist on the syndicated
TV show.
During the environment discus
sion, Dennis Avery, director of
global food issues for the Hudson
Institute, a conservative think tank,
denounced the Endangered Spe
cies Act (ESA) and its effect on
ranchers and the industry. “Taking
somebody’s land, particularly if
they (the ranchers) have modified
it to attract wildlife—this is dead
ly,” Avery said. He suggested
instead that the government offer
financial incentives to ranchers to
be environmentally responsible.
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“If we’re willing to spend billions
of dollars for environmental pro
tection, why not spend it on some
thing dial works,!”
Sid Goodloe, the 1995 recipient
of a regional National Cattlemen’s
Association Environmental Ste
wardship Award and a rancher
from New Mexico, offered another
incentive. “I do it for my family.
Why would I want to leave an
overgrazed or damaged ranch as a
legacy? That’s stupid.”
The environment panel’s third
member, Ann Sorensen, director
of the American Farmland Trust’s
Center for Agriculture in the Envi
ronment, argued that the ESA
needs streamlining, but is crucial.
“In large part, regulation reassures
the public, and it’s important for
any industry that has an impact on
the environment to do this,”-she
said.
The second panel debated the
issue of food safety, including
Hazard Analysis/Critical Control
Points (HACCP) programs and the
responsibility of consumers con
cerning meat preparation. More
specifically, talk was centered
around media-proclaimed Public
Enemy No. 1. —E. coli 0157:H7.
“A child should never receive a
medium-rare or rare burger until
we get E. coli 0157:H7 out of the
food stream,” said David Theno,
vice president of Quality and Safe
ty at Foodmaker Inc., the operator
and franchiser of the Jack-In-The-
Box chain. Theno has been cre
dited with much of the company’s
improvements in food safety since
its highly publicized E. coli out
break in 1993. “HACCP is a man-
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agement tool, not a magic act,” he
said.
Gary Smith, professor of animal
science at Colorado State Univer
sity hailed the Meat Board for its
funding of research programs to
combatE. coli 0157:H7. “Now we
need to go from the gate to the
plate,” he said. “We need to back
up and be sure the consumers
know what to do with the product”
Peggy Gentry-Van Laanen,
associate professor and extension
nutrition specialist at Texas A&M
University, agreed that consumers
play an important food safety role,
and educating them should be a
priority. However, she added,
“Consumers also need a guarantee
that the industry is doing all that it
can.”
The diet and health panel dis
cussion was particularly animated,
prompted by input from Bob Mes
senger, publisher of Food Trends
Newsletter; David Kritchevsky,
professor of biochemistry at the
Wistar Institute in Philadelphia;
and Marion Nestle, chairman of
the Department of Nutrition and
Food Studies at New York
University.
“Blame the diner, not the din
ner,” suggested Kritchevsky, argu
ing that portion control is the key
to healthy eating rather than elimi
nation of meat or other foods from
the diet. “Diet doesn’t cause dis
ease unless there’s a contaminant,
and it doesn’t cure disease. It is
adjunct to disease—it may help, it
may not. Eat a variety of foods,
maintain your ideal health and it
probably doesn’t matter what you
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times
Spurs Heated Debate
eat.”
According to Nestle, meat con
sumption should be strictly lim
ited. “Better it is used almost as a
condiment,” she said.
Messenger subscribed to the
moderation theory, but also voiced
his feelings about industry critics.
“In a heartbeat of time, we are sud
denly portraying meat as an enemy
when moderation is what it’s all
about,” he said, targeting vegeta
rians’ attitudes toward meat eaters.
“They are trying to change what
we’ve been doing for 5,000 years
eating meat—because it tastes
good, because it feels good.”
The second portion of the
Demand Strategies conference
consisted of 10 breakout sessions
that focused on the various issues
discussed by panelists, primarily
food safety and global efforts to
ensure a safe meat supply. Meat
scientists attending from SO coun
tries addressed such topics as
meeting consumer needs through
new product development, risk
assessment, pathogen reduction,
and HACCP: industry vs.
government.
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“Once a year we assemble to
identify, analyze and study die
drivers and barriers of demand and
seek ways to do a better job,” said
John Huston, president of the
National Live Stock and Meat
Board. “We want to be more effec
tive marketers and through this
conference we can gather informa
tion to help us do strategic plan
ning and get better insight into
consumer’s attitudes and what
drives their behavior.”
The panel discussion and the
sessions were cooperatively pre
sented by the National Live Stock
and Meat Board and the Interna
tional Congress of Meat Science
and Technology.
The Meat Board has been build
ing demand for meat since 1922.
The first organization in agricul
ture to be funded through check
offs, it is the research and informa
tion arm of the meat industry and
the promotion arm of the beef
industry. This year was only the
second time in the ICoMST’s his
tory that it has been held in the
U.S., setting a record with atten
dance of more than 900 persons.