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Be heard on gestation stalls, issues management research finds
Story Date: 2/8/2013
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Source: Lisa M. Keefe, MEATINGPLACE, 2/7/13
Much of what consumers believe about the use of gestation stalls in pork production is inaccurate, but when they are exposed to further explanation of the equipment’s use and advantages, their concern is greatly reduced, according to new research by Midan Marketing.
As part of its “Meat Matters” issues management series, the firm polled consumers on their knowledge and beliefs regarding controversial topics in meat production and processing. Among its findings regarding gestation stalls:
Just 39 percent said they were even aware of “gestation stalls” as an issue; of those 70 percent had a negative reaction66 percent said gestation stalls represented “poor animal treatment” and 48 percent said that was because the living quarters were too cramped
37 percent of consumers said they had made no changes in their pork consumption because of the gestation stall issue, but 42 percent said they “strongly agreed” with retailers’ plans to phase out pork from producers who continued to use the stalls
Even so, 71 percent did not know whether their most-shopped retail store was among those who planned to phase their use out of the supply chain
Generally consumers believe that the use of gestation stalls is for the benefit of the farmers, not for the animals, with 73 percent saying that they make it easier for farmers to “ignore pigs.” But after reading additional background on the reasons farmers began using them in the first place, 44 percent said their level of concern had decreased. Of those, 26 percent said that they understood why stalls were being used and 26 percent said they felt better just having more information.
“The findings show that this is not a consumer issue, it’s an industry issue that has been brought to the forefront by one organization,” says Danette Amstein, a principal at Midan. “And the meat industry brushed [this organization’s efforts] off too long.”
In the absence of information, consumers and pork industry customers, such as retailers and restaurant chains, reacted on emotion in announcing plans to adjust their purchasing plans to eliminate the stalls, Amstein said. It may be too late to turn the tide on this issue, she said, but “the future no doubt will bring other firestorms, so now is the time to create alliances so that someone with factual information is at the table when decisions are made.”
For more stories, go to http://www.meatingplace.com/.
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