Consumers
DES MOINES, lowa The
American public remains in the
dark about new food-enhancing
technologies, a recent survey
shows. CMF&Z Marketing Com
munications’ eighth annual food
safety survey reveals that most
consumers surveyed were uncer
tain about several food-related
terms that have surfaced in the
last few years.
The survey measures consum
er attitudes on a wide range of
food safety issues. CMF&Z con
ducts the survey to assist its agri
culture and food industry clients
Pumpkin
(Continued from Page B 6)
Vh teaspoons ground cinna
mon
1 teaspoon baking soda
Vi teaspoon salt
'A teaspoon ground ginger
'A teaspoon ground nutmeg
Cream butter in a large bowl.
Gradually beat in honey until
light and fluffy. Add eggs, one at
a time, beating well after each
addition. Combine carrots, rai
sins, nuts, if desired, orange juice
and vanilla in medium bowl.
Combine all dry ingredients to
creamed mixture alternately with
carrot mixture, beginning and
ending with dry ingredients.
Pour batter into greased cake
pan. Bake at 350 degrees 35-45
minutes or until toothpick in
serted in center comes out clean.
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Confused About Emerging Food Technologies
in identifying emerging issues
and trends in food safety.
Consumers were asked to de
fine several food-related terms,
including “biotechnology,” “irra
diation,” “functional foods” and
“genetically modified organism.”
The survey revealed that most
consumers were uncertain about
the terms.
For example, almost 40 per
cent of respondents said they
could not define “biotechnolo
gy.” Seventeen percent defined it
as “involving genetic alterations*
or engineering,” and fewer than
10 percent correctly said it “in
volved an altered or enhanced
product.”
Scant Understanding of
GMOs
Although more consumers
were able to define “genetically
modified organism” than they
were able to define other terms
tested in the study, only 29 per
cent of consumers responded
correctly that GMOs have been
subject to a change in DNA.
Twenty-three percent couldn’t
define GMO at all, and nearly
half offered definitions that were
vague or incorrect.
Functional Foods Draw a
Blank
Consumers appeared to be less
The malt that goes into your
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What Is Malted Milk Powder Made From
process in which a seed of grain
is allowed to start growing in a
controlled process, then is dried
and roasted.
into another bev
erage - beer.
Malting is the
While practically any cereal
grain such as rye, wheat, rice or
corn, can be used to make malt,
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knowledgeable about functional
foods than any of the other
terms. Virtually no respondent
could correctly identify the term.
A majority, 51 percent of those
surveyed, did not know that a
functional food is a food con
taining potential health benefits
beyond the traditional nutrients
they provide. Eleven percent re
sponded that functional foods
are foods necessary to survive.
Other responses included
“healthy food,” “foods that are
easy to make,” and “foods in the
basic food groups.”
“This and other research tells
us that consumers are largely un
aware of advances in food tech
nologies,” said Dr. Thomas
Hoban, Professor of Sociology
and Food Science at North Caro
lina State University. “In fact,
many modem consumers think
their food comes from the gro
cery store or restaurant. They
rarely think about how it gets
there.”
“The good news is that most
consumers are actually quite pos
itive about food technologies
once they understand the bene
fits and are confident that the
foods are safe,” Hoban says. “It’s
imperative for food and agricul
ture industries, with the help of
the media, to deliver clear and
concise consumer information on
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Irradiation Gaining Favor as
Food Safety Tool
Consumer awareness of irradi
ation among respondents in this
year’s survey remains at about
the same level as it was in 1999
(53 percent in 2000 compared to
54 percent last year). However,
the percentage of consumers who
see irradiation as a “very effec
tive” food safety tool increased.
Fifty-seven percent in 2000, com
pared with 47 percent in 1999,
rated irradiation as a very effec
tive tool for meat and poultry
products. Fifty-two percent this
year said the process is a very ef
fective tool for produce, com
pared to 42 percent in 1999.
Twenty-one percent of con
sumers knew that irradiation in
volves using radiation to kill bac
teria or other organisms, and
eight percent said irradiation
means to use radiation on food.
Roughly two-thirds of those who
are aware of irradiation also said
they were at least “somewhat
likely” to purchase irradiated
foods.
Natural and Organic Foods
Rated Safest
The survey also revealed that
consumers believe natural and
organic products are the safest
types of food, ranking above food
barley by far is the most com
mon. Raw barley starts out as a
very hard seed that’s full of
starch and protein. Processors
“fool” it into thinking it’s going
to grow into a plant by putting
the grain in a tank with water to
absorb moisture. This step is
called “steeping.”
As the seeds start to sprout,
they enter the next stage of malt
making; germination. During
this stage, the seeds make en
zymes that break down the pro
tein and also begin to break
down the starch.
Processors stop the sprouting
action by taking the sprouted
seeds, or “green malt,” and dry
ing and roasting them in a kiln.
The flavor and color of the end
product depends mainly on how
long the grain is roasted in the
kiln, and how hot the kiln is al
lowed to get.
The flavor of some long
roasted malted grain is reminis
cent of semi-sweet chocolate.
Malt that’s prepared for Scotch
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bought at grocery stores or at res
taurants, functional foods and ir
radiated foods.
Sixty-nine percent of consum
ers surveyed responded that nat
ural foods are “very safe,” and
58 percent gave the same rating
to organic foods. Only 33 percent
gave this rating to food eaten at
full-service restaurants, and 22
percent said irradiated foods are
“very safe.”
“The survey data suggest that
consumers believe that the “safe
st’ foods are those which have
been exposed to minimal pro
cessing and have had minimal
exposure to chemicals safer
than the foods they buy every
day in grocery stores or order at
restaurants,” said Bill Brewer,
vice president of public relations
at CMF&Z. “TTie agriculture
and food industries have an op
portunity to fill the information
void and enhance consumer ac
ceptance of emerging technolo
gies. But agri-food communica
tors must move quickly and
deliver messages that are easily
understood.”
The nationwide survey, con
ducted in May 2000, questioned
401 randomly selected consum
ers on a variety of food safety is
sues. The consumer survey has a
margin of error of +/ 4.9 percent
age points.
whiskey is dried over a fire with
peat added to it - the smoke also
affects the flavor.
The final steps in producing
malt powder require mixing the
malted grain with hot water (a
step called mashing), converting
the starch into sugars and ex
tracting them from the grain.
The resulting sweet liquid is
called wort, which brewers fer
ment to make beer. It is spray
dried to form a powder that we
mistakenly call malt.
Dried wort is the powdery
stuff we call malt. Add it to ice
cream and you get a malted milk
shake. Mix with powdered milk,
and you get malted milk powder.
By far, most malted barley
produced today is used to make
beer and other fermented prod
ucts, such as malt whiskey. Malt
ed barley is also used as a source
of starch in malt vinegar, certain
breakfast cereals (such as Malt-
O-Meal), malt syrup, barley malt
flour, baby foods, candies and
baked goods.
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