Marketing Tactics Can Play into Consumer Fears

March 30, 2017

It’s no secret that consumers are concerned about the safety and nutrition of their food.

With these concerns increasing every day, it’s our responsibility in the agriculture-marketing world to be truthful and forthcoming with consumers to give them the most accurate information available.

This becomes more challenging when companies choose to deliberately mislead consumers instead of providing facts.

Recently, Progresso Soup claimed all its chicken soups were made from meat with no antibiotics or hormones added. (Federal regulations prohibit the use of hormones in poultry anyway.)  Essentially all chicken can be labeled the same way.

Such statements actually heighten consumer fears about food safety.

The fact is, once treated with antibiotics, an animal goes through a 60-day withdrawal period mandated by the Food and Drug Administration to ensure that the meat is safe for consumption.

When a company says that its meat is antibiotic-free, it is purely a marketing ploy to convince consumers that their meat is safer than their competitors’.

What’s the solution? Directing consumers to engage with knowledgeable people within the agriculture industry is a great first step. Whether it’s their local veterinarian, livestock nutritionist or farmer, these professionals can give consumers the tools to determine what is the truth and what may be a marketing tactic.