20 June 1997

Poultry image good

CONSUMERS have a positive attitude towards poultry products, but production methods and health scares are concerns.

Thats according to Harper Adams principal, Wynne Jones, reporting the results of his survey undertaken as part of the sixth Temperton Fellowship, annually awarded for poultry research.

"Survey respondents constantly referred to freshness, leaness, low fat content and nutrition of poultry products. They were, on the whole, optimistic about the British approach to quality assurance and food safety," he said but about half respondents were worried about pesticide residues, food additives and food poisoning.

outbreaks. Lack of clarity relating to antibiotic levels and artificial hormones undermined consumer confidence, warned Dr Jones.

"Poor understanding leads to loss of assurance and fear of health risk which could in turn lead to purchasing resistance. These issues must be addressed; consumers should be informed about the industry in objective terms and information campaigns are needed to enhance the industrys image."

The report Consumer perceptions of the poultry industry, costing £10, is available from the office supervisor, Harper Adams Agricultural College, Newport, Shropshire, TF10 8NB.