Houston — A study being conducted by Michigan State University (MSU) on behalf
of DNV finds that US consumers are highly aware of food safety issues and they
have high recognition of third party certification as an effective signal of
food safety assurance. The consumers strongly prefer to see products labeled as
safety certified.
“Consumers are not only aware of food safety issues they are actually changing
their shopping habits due to food safety concerns,” says Dr. Chris Peterson,
director of the Product Center at MSU. “Nearly half of the consumers we surveyed
indicated a change in shopping patterns.”
These and other findings are the results of over 400 consumers surveyed across
the country representing a wide variety of demographics, education and income
levels. Under the guidance of the MSU team, the surveys were conducted online by
an independent research firm.
“We are conducting a two-phase study with MSU,” says Kathy Wybourn, director of
food safety solutions for DNV. “This first phase reflects consumer perceptions
of food safety and third party food safety certification. We are moving into
phase two where we’ll be interviewing various food industry professionals to get
their pulse on the business processes and various auditing schemes that relate
to food safety.”
In addition to indicating a high sensitivity to food safety issues, US consumers
say they want to see evidence on product labels that the food they are buying
has passed some kind of independent safety certification process. Moreover,
slightly more than one third of consumers indicate a willingness to pay a
premium, upwards of 30 percent more.
“It is interesting and important to note that higher price alone is not a direct
signal of safer food,” says Dr. Peterson. “Even brand name recognition is not
the most powerful indicator of safety. Voluntary third party certification
compares favorably with mandatory government inspection and slightly ahead of
traceability labeling in the mind of the consumer. In fact, most consumers would
advise the food industry to invest proportionately more in certification
programs than in government inspection or traceability.”
Phase two of the food safety and safety certification research study is expected
to be completed in mid April with findings available shortly thereafter.
“All the efforts of the food industry are, ultimately, focused on the consumer
and in the case of food safety we need to understand how the consumer evaluates
safety signals and where they place their trust,” says Ms. Wybourn.” A
certification label has strong positive meaning to the consumer in regard to
food safety, and that conclusion itself is a signal to everyone involved in the
food supply chain, be it growers or manufacturers or retailers, to intensify
efforts to adopt clear and meaningful independent safety certification.”
About MSU
The MSU Product Center for Agriculture and Natural Resources (ANR) was
established 2003 to support the development high value, consumer-responsive
products and businesses in the agriculture and natural resource sectors. The
Center works with entrepreneurs and established companies, providing varied
technical expertise, research, outreach, and educational services. The Center
has offices located on Michigan State University’s campus in East Lansing.
About DNV
DNV is a global provider of services for managing risk, helping customers to
safely and responsibly improve their business performance. DNV is an independent
foundation with the purpose of safeguarding life, property and the environment.
With 9,000 employees in more than 100 countries, DNV is represented in the US
with over 700 employees spread over more than 12 offices. DNV serves a range of
industries combining its technology expertise and industry knowledge with
diverse business offerings in vital markets such as Energy, Healthcare, Climate
Change, Food Safety, Maritime and Transportation. For more information visit
www.dnvcert.com.