Improving Transparency
for Animal Agriculture
All industry stakeholders have a role to play.
The reputation of the beef industry is at risk. Michael Martin, Cargill's director of media relations, cites this spring's "blistering attack" on lean, finely textured beef (LFTB) and the media's maligning of the product as "pink slime" as ample evidence. Addressing the International Symposium on Beef Cattle Welfare, in Saskatoon, SK, June 5-7, Martin called reputation management more important than ever to protecting the industry.
All industry stakeholders have roles to play as public relations people, he said.
"Our reputation is important because it influences people's perceptions. Our reputation is under attack," stated Martin, "and I firmly believe the best defense is a good offense."
Martin recounted his company's participation in an episode of Oprah Winfrey's television show that aired a video tour of a Cargill slaughter facility. Also appearing on the February 2011 program were foodie-author and beef industry critic Michael Pollan and vegan-spiritualist Kathy Freston. A well-prepared Cargill representative, Nicole Johnson-Hoffman, countered their comments with sound bytes focused on transparency, food safety and animal care.
"It reached 7 million American households and was a grand-slam homerun for the beef industry," stated Martin. "Cargill got to tell its story. We demystified beef production, and took 10 minutes away from people who like to throw rocks at the beef industry."
Martin said thousands of comments were received offering Cargill praise for a job well-done. "It showed," he added, "that a well-executed opportunity can pay off."
It is said that in war, the first casualty is truth. Martin believes the same thing happens with many news reports and especially with social media and bloggers. However, Martin says consumer focus group research suggests the credibility of these "information" sources is in decline. Research indicates scientists and nutritionists still rank high on the credibility scale. Generally, though, consumers are increasingly skeptical of what they see and hear. Following the "pink slime" debacle, emotion trumped science in the court of public opinion.
"We need to be proactive — play offense — even though there are risks involved," urged Martin, admitting that some situations may be less successful than the Oprah experience.
"But I'll take a 700 or 800 batting average any day," he added. "We need to open consumers' eyes. Use transparency to make sure accurate stories are told."
For additional coverage of the 2012 International Symposium on Beef Cattle Welfare, view the presentation summaries in the API Vitual Library. Go directly to the page at http://bit.ly/MsqCPv or drill down from www.api-virtuallibrary.com following this path: Meeting Sites → Other Industry Meetings → News Coverage → Click here.
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