AFF Sentinel Vol.5#25
Imagine you're an American meat shopper encountering
two packages of steaks. Under "Country of Origin," the label lists
"United States and Canada." The next package reads "Canada and
United States."
Would most consumers differentiate between the two
based on origin? Or will they shrug and move on to evaluating the steaks based
on perceived tenderness and taste, on marbling and price - the factors
consumers say in surveys are more important than origin?
Tougher question: would shopper behavior change if
the label read, "United States, Canada and Mexico?"
Does the compromise language in the 2007-8 Farm
Bill offer some hope of reducing industry cost; avoiding questions and damage
to consumer confidence and disruptions in normal international trading? Is
ground beef a totally different matter?
We haven't much experience with this kind of
upheaval in a food industry the size, geographic scope and diversity of the
beef and pork industries. Key consumer behavior questions need answers. If the
only question was how consumers would react to labels with both the U.S. and
Canada as origin, the projections would be easier.
But feedyards in the Southwest source Mexican
feeder cattle. Will labels reading "United States, Canada and Mexico"
get the same reaction from consumers as "United States and Canada"
from national consumers? Could labels listing Mexico have a marketing advantage
in certain U.S. regions and neighborhoods? Nationally, at least one major
packer has heard some concern from retailers about consumer perceptions regarding
Mexican origin.
Here's the law and some educated preliminary
guesses as to the shake out. Remember, this language is the law, and the
final effects will depend on how USDA-AMS regulations interpret the
law. Proposed regs are expected in July.
This applies to retail beef, pork, lamb, poultry
(late entry) and goat meat. It does not now apply to foodservice but the
assumption is activists will strive for that.
Here are categories and definitions:
- USA: born, raised and
slaughtered in U.S.
- Multiple Countries of
Origin
- retailer may designate country of origin as all of the
countries in which animal may have been born raised and slaughtered
if animal was:
(I) not exclusively born, raised & slaughtered
in U.S.
(II) born, raised and slaughtered in U.S.
(III) not imported into U.S. for immediate
slaughter
- Imported for Immediate
Slaughter
-if meat came from animal imported for
slaughter, retailer shall designate the origin as the country of import and the
U.S.
- Foreign Country of
Origin
-meat from animals not born, raised or
slaughtered in U.S. shall list that foreign country as origin.
-Shall include a list of all countries of
origin or list of all reasonably possible countries of origin
What's the likely label assortment? If all we had
to deal with was U.S. or Canadian cattle, here is what the labels could look
like, in order of the categories defined above:
- United States
- United States & Canada
- Canada & United States
- Canada
- United States, Canada, Mexico, New Zealand, Australia,
Uruguay
Those labels are for, in order:
- U.S. only
- Born U.S. or Canada, fed and slaughtered in U.S
- Fed in Canada, U.S. slaughtered
- Meat imported from Canada
- Multiple Sources for ground beef raw material
It's a given the volume of verifiable U.S. born
& raised cattle is insufficient to supply major and most regional retail
chains, especially absent a national individual animal ID program.
To eliminate the costs of segregation and reduce
mislabeling risk, most beef will end up in the "Multiple Country of
Origin" category.
The impact on most consumers between meat labeled
"United States and Canada" & meat labeled "Canada and United
States" could be negligible. But we have little or no consumer behavior
data to predict reaction to adding"Canada" or "Mexico" to
the label. There is little time to field a survey much less run tests or pilot
projects.
Roughly 90-95 percent of the muscle cuts in
American meat counters is U.S. origin. The balance is Canadian bred and fed or
Mexican bred. How subtle will consumers regard these differences?
Other factors? Retailers and packers will try to
mitigate cost. Retailers will try to avoid the risk of a serious issue -
mislabeling. Mislabeling affects their credibility with customers, creates bad
publicity, fines and possible legal repercussions. This could foster more case
ready beef to reduce possibilities for error by labeling origin closer to
harvest.
Also important is most consumers' ignorance of
USDA-equivalent inspection in other countries for all beef imported into
the U.S.
Maybe the entire industry needs a big powwow to
quickly begin brainstorming this seismic event.
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