SUPERMARKETGURU FOOD &
HEALTH WEEKLY NEWSFLASH!
Use Of Antibiotics In Chicken Feed Is Slowly, Quietly Eliminated
Published on: February 17, 2002Facing criticism that the use of antibiotics in chicken feed actually was allowing disease-causing bacteria in humans to develop a resistance to these same antibiotics, major poultry producers in the US slowly have begun adjusting their chickens' diets.
While it long has been believed that antibiotics in chicken feed resulted in healthier, larger chickens, Tyson Foods, Perdue Farms and Foster Farms have all begun taking most or all antibiotics out of their chicken feed.
Furthermore, the poultry producers are not using a specific antibiotic used to treat sick birds because it is related to Cipro, which is used to treat anthrax in humans. While fear of anthrax has not been high on radar screens in recent years, fears of terrorist attacks on the food supply have made manufacturers and retailers highly sensitive to anything that might impact effective treatment of the disease.
Some corporate consumers, including McDonald's, Wendy's and Popeye's, reportedly are refusing to buy chickens that have been fed or treated with antibiotics.
SupermarketGuru.com believes that this is a good move on the part of manufacturers; concerns of consumers about any sorts of antibiotics that might result in "super germs" almost impervious to treatment are greater and more relevant than ever. From the consumer perspective, it is accurate to say that the general population just wants to get rid antibiotics in food, soaps, etc‰Û|, and that they don't even want to deal with the discussion. Just get rid of them and be done with it.
That's pretty much the way things are going‰Û|because retailers, restaurants and manufacturers largely have been mum about this significant shift in approach.
In this case, however, retailers and manufacturers may not want to follow the consumer's lead, because lack of communication about important health issues like these is usually not the right move. Eventually, something happens -- and then consumers say things like, "Why didn't you tell me?"
Looking back at the consumer and saying, in the immortal words of Jack Nicholson, "You want the truth? You can't handle the truth!" will not engender much trust.
The problem isn't communicating about issues. It is the fact that most retailers and manufacturers don't communicate with consumers about issue on a regular, credible basis. Communication becomes reactive the problems, and often defensive.
Instead, communication needs to be open, credible, and routine. By making it part of the everyday conduct of business, this communication will create business-to-consumer relationships that are equally honest and business-as-usual.
Besides, it makes sense for retailers and manufacturers to stay in front of issues like these. While there have been reductions in the use of antibiotics in feed, the US Food and Drug Administration (FDA) suggests that the level of resistance to bacteria caused by overuse of antibiotics is unacceptable. An outright ban may be in the works, and it is entirely possible that politics could enter the fray.
If that happens, retailers and manufacturers better make sure they are not only on the right side of the issue, but that they have practiced full disclosure and cannot be criticized for hidden or deceptive practices.
