European Scare Sparks Concern in 62 percent of Americans; Many Considering Beef Alternatives
PORTLAND, Ore.--(COLLEGIATE PRESSWIRE)--Mar 6, 2001--With recent reports about the spread of mad cow disease in Europe, six out of ten Americans polled say they are concerned that the disease may affect beef here in the United States.
As a result, nearly 20 percent of Americans have already reduced their beef consumption (15 percent) or have stopped eating beef entirely (3 percent), according to a recent poll conducted by Roper Starch Worldwide, commissioned by Gardenburger Inc. Women are significantly more likely to have taken these precautionary measures than men (21 percent vs. 14 percent), as are Northeasterners (25 percent) and Westerners (22 percent), when compared to consumers in other regions.
But the real behavioral change will come if mad cow disease reaches U.S. shores. Three-quarters (76 percent) of Americans say they would be likely to avoid or reduce their consumption of beef if the disease was even suspected in American cattle.
While some consumers may view mad cow disease as a distant threat, there is enough concern to raise significant interest in meat-alternative products. Forty-two percent of Americans polled said they would be likely to try meat alternatives, such as soy or veggie burgers, and nearly half said they would be likely to order them at a fast food restaurant chain, if they were offered.
“We are not surprised by the recent survey findings,” said Scott Wallace, chief executive officer for Gardenburger Inc., a Portland, and Ore., company that markets the popular soy and veggie burgers. “When we have seen other food safety issues such as E. coli, consumers tend to explore meat-alternative products.
“We did, however, find it very interesting that even though we did not target ‘healthy eaters’ in our poll, so many said they are likely to try meat-alternatives,” Wallace said. “Naturally, the intentions of those polled will not always result in changed behavior but if just half of those surveyed acted on their concerns, it would have a significant impact on our national diet.”
Gardenburger makes several varieties of great tasting soy-based products, including the new Flame Grilled Hamburger StyleTM and Chik’n GrillTM, a new chicken-like filet. Using proprietary new technology, Gardenburger actually flame-grills these new varieties to give consumers rich smoky taste, great texture and full aroma, which provides more of an authentic meat flavor.
To further meet consumers’ preferences, Gardenburger announced last December that its meat-alternative products will be made with traditional soybeans unaltered by genetic engineering, known as “non-GMO” soy. Gardenburger is the only food company among the major veggie burger producers to make such a commitment to consumers.
“We’ve responded to consumers by making non-GMO soy available to those who prefer it,” Wallace said.
About Gardenburger, Inc.
Founded in 1985, Gardenburger Inc. [Nasdaq: GBUR] is an independent company that distributes its Gardenburger products to more than 35,000 foodservice outlets throughout the United States and Canada. Retail customers include more than 30,000 grocery, natural food and club stores. Based in Portland, Ore., the company employs approximately 175 people.
Methodology
This data resulted from a study conducted by Roper Starch Worldwide. Telephone interviews were conducted among a nationally representative sample of 1,021 adults, using random digit dialing. Data have been weighted to correct for any sampling imbalances by four variables: age, sex, geographic region, and race, to ensure reliable and accurate representation of the total population. The margin of error for the total sample is +/- 4 percentage points at the 95 percent confidence level. The survey was fielded on February 10, 2001.
About Roper Starch Worldwide
Roper Starch Worldwide ranks among the top 20 largest global marketing research and consulting firms. Flagship services include Roper Reports trend research, the annual Global Consumers Survey of 30 countries, and the FORTUNE/Roper Corporate Reputation Index.
Contact Information
For additional information related to the study, contact Lara Wyss at (206) 270-4684.
Statements in this press release about future events or performance are forward-looking statements that are necessarily subject to risk and uncertainty. The company`s actual results could be quite different. Important factors that could affect results include the company`s reliance on product acceptance, the company`s ability to execute its retail distribution plan, effectiveness of the company`s sales and marketing efforts, and intense competition in the veggie burger and other meat alternatives industry, which the company believes will increase. Other important factors that could affect results are set forth in the company`s Annual Report on Form 10-K for the year ended September 30, 2000 and the company`s 2000 Annual Report to shareholders. Although forward-looking statements help provide complete information about the company, investors should keep in mind that forward-looking statements are inherently less reliable than historical information.
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