1. Acceptance of Altered Foods: A European Perspective Eluned Jones, TAMU Lynn Frewer, U. of Wageningen

2. Drivers of the EU perspective 2005 1990 2000 19851995 US Farm Bill market oriented Strategic decision making on investment pipeline in bio-engineering 1996 – 1 st commercial biotech crops plants Nov/Dec 1989 Fall of Berlin Wall – Start of conversion of Eastern Europe to market economies 1996 UK regulatory agencies acknowledge link BSE/vCJD Monsanto & DuPont invest $20B in acquisitions 1999 Dioxin contamination of poultry feed in Belgium

4. 30 0 10 20 number of articles date Media reporting about BSE in 1996 Risk Trust and blame Tabloids Quality papers

5. Social amplification of risk - Trigger events (1) The Pusztai case (August 1998)

6. Social amplification of risk - Trigger events (2) Greenpeace starts picketing (1998)

7. Social amplification of risk - Trigger events (3) The Prince of Wales joins in (1999)

8. Industry attempts issues management - Monsanto UK corporate advertising campaign (1998)

9. Belgian dioxin crisis 1999 Domestic consumption: robust Per capita consumption (kg) of beef and poultry in Belgium Dioxin crisis (Data source: Euromonitor)

10. Belgian dioxin crisis 1999 Exports: sensitive (Data source: UN, COMTRADE database) Dioxin crisis Belgian beef and poultry exports (metric tons)

12. Top Global Supermarket Companies CompanyCountries of Operation Wal-Mart Stores (US) Argentina, Brazil, Canada, China, Germany, Japan, Mexico, Singapore, S. Korea, UK, US, Vietnam Carrefour (France) Argentina, Belgium, Brazil, Chile, China, Colombia, Czech Rep., Dominican Rep., Egypt, France, Greece, Indonesia, Italy, Japan, Malaysia, Mexico, Oman, Poland, Portugal, Qatar, Romania, Singapore, Slovakia, S. Korea, Spain, Switzerland, Taiwan, Thailand, Tunisia, Turkey, US. Ahold (Netherlands) Argentina, Brazil, Chile, Costa Rica, Czech Rep., Denmark, Ecuador, El Salvador, Estonia, Guatemala, Honduras, Indonesia, Latvia, Lithuania, Malaysia, Netherlands, Nicaragua, Norway, Paraguay, Peru, Poland, Portugal, Slovakia, Spain, Sweden, Thailand, US Kroger ( US) US Metro (Germany) Austria, Belgium,Bulgaria, China, Croatia, Czech Rep., Denmark, France, Germany, Greece, Hungary, India, Italy, Japan, Luxembourg, Morocco, Netherlands, Poland, Portugal, Romania, Russia, Slovakia, Spain, Switzerland, Turkey, UK, Ukraine, Vietnam Tesco (UK) Czech Rep., Hungary, Ireland, Malaysia, Poland, Slovakia, S. Korea, Taiwan, Thailand, UK, US Costco (US) Canada, Japan, Mexico, S. Korea, Taiwan, UK, US Albertsons (US) US

13. Saturated Fats Sugar Salmonella Botulinum BSE Pesticide Residue Hormone Residue Genetically Altered Foods Nitrates Colouring Organic Produce UNFAMILIAR NOT DREADED Assessing perceptions of food risks Fife-Schaw and Rowe, 2000 DREADED FAMILIAR

14. Information source characteristics - 1999 Health Which? Greenpeace World Health Organization Health Education Authority British Medical Association Dept of Health Large commercial food manufacturer Large UK supermarket The Consumers Association MAFF Accountable to others Likely to withhold information Provide sensationalised information Social Amplification Expert in the area Factual information Good track record Accurate information Truthful information In favour of using source Concerned about public welfare Responsibility to provide Freedom to provide Knowledgeable Trustworthy Trust Distorted information Biased information Vested interest Proven wrong in past Protect self and interests Distrust Social Attenuation Large commercial food manufacturer (1998) Large UK supermarket (1998)

15. Relative Trust in Agencies to Conduct Credence Certifications (safety, animal, social and environment) USUK Least trustedSpecial Interest Groups Gov’t Most trustedGov’tRetailer Bailey et al, Utah State Univ. 2003

16. What is the long-term problem in Europe? misperceive the dynamic of public acceptance of risk Public distrust in regulatory institutions continues to increase All risk management practices are subsequently judged to be flawed

17. Public perceptions and attitudes: What are the key questions? What is driving consumer perceptions of risk and benefit? Who trusts whom to inform and regulate? How does this relate to consumer confidence in the food chain and associated science base? Are there cross-cultural and intra-individual differences in perceptions and information needs? How might the wider public be involved in the debate about risk management and technological development? How do related factors (ethics, wider value systems) relate to perceptions of risk? How do the public react to information about risk uncertainty?

18. Consumers and experts decline in the public’s trust in science has passed a “threshold point” where the legitimacy of scientific judgement is questioned the rise of the “consumer citizen” and informed choice at the level of consumer choice the diminished role of the “expert” - wide availability of specialist information - broad shifts in the national (and in some cases international) political culture towards more transparent risk management practices

19. Precautionary Principle vs Due Diligence Original intent: to sanction action where lack of full scientific certainty exists – e.g. Exxon Valdese oil contamination In food/trade policy: to limit market activity where non-zero risk is present, until scientific knowledge can clarify risk exposure. UK Legislation 1990 Food Safety Act 1994 General Product Safety Regulations tightened interpretation of ‘due diligence’ Requires demonstrated working system Assigns responsibility for ingredients ‘ownership’

20. Role in Market Oversight Public vs. Private Industry governance Country competitiveness Industry – economic performance Product inspection Firm governance Strategic advantage Netchain performance Process verification Private sector motivation, e.g. 1990 UK Food Safety Act increased liability for safety of food products downstream (retail). Retail could be held liable for practices upstream. Alternative governance structures/organization protocols adopted to reduce risk exposure – process vs. product added as a coordinating mechanism.

21. EU Definition of Traceability “The ability to trace and follow a food, feed, food-producing animal or substance intended to be or expected to be incorporated into a food or feed, through all stages of production, processing and distribution.” – European Union General Food Law Reg. EC No. 178/2002

22. US Definition of Traceability US agribusiness firms and producers often feel uncomfortable with the EU definition of traceability because they believe it is broader than what is necessary to achieve specific food safety or quality assurance goals Possible US definition – “The efficient and rapid tracking of physical product and traits from and to critical points of origin or destination in the food chain necessary to achieve specific food safety and/or quality assurance goals.”

23. The quality path Carrefour’s response: Free Products 1975 1992 1991 1985 1995 1997 2000 2001 Carrefour brand Organic: ‘Boule Bio’ Start of FQC / 1st Bovine Line FQC/ Fruit and Vegetables Line Carrefour Bio PGC (organic) Soya Line no GMO Brazil Carrefour Organic Lines Internationalisation FQC 2003 Club FQC Trace One

24. Traceability within the Supply Chain Sector HACCP Food Safety Codes System HACCP Fully integrated safe, quality, 3 rd party audited protocols, e.g. SQF 2000 (ISO + HACCP) No specificationsSector Grades & standard Product Specifications Non-audited | Audited ASSURANCE FOOD SAFETY

25. Engineered Protein Products CropProtein ProductsCompany CornBlood protein, Vaccine monoclonal antibodies for delivering anti-cancer drugs Prodigene CornMonoclonal antibodies for anti-cancer toxins Monsanto Integrated Protein Technologies Corn, Soybeans Phytase enzymesNovozymes Biotech TobaccoTherapeutic enzymes, HIV vaccine CropTech Corp.