FoodSupplyChainMgtUSPerspective食品供应链管理我们的视角

AcceptanceofAlteredFoods:

AEuropeanPerspectiveElunedJones,TAMULynnFrewer,U.ofWageningenDriversoftheEUperspective20051990200019851995USFarmBillmarketorientedStrategicdecisionmakingoninvestmentpipelineinbio-engineering1996–1stcommercialbiotechcropsplantsNov/Dec1989FallofBerlinWall–StartofconversionofEasternEuropetomarketeconomies1996UKregulatoryagenciesacknowledgelinkBSE/vCJDMonsanto&DuPontinvest$20Binacquisitions1999DioxincontaminationofpoultryfeedinBelgium

3001020numberofarticlesdateMediareportingaboutBSEin1996Risk

Trustandblame

TabloidsQualitypapersSocialamplificationofrisk-Triggerevents(1)ThePusztaicase(August1998)Socialamplificationofrisk-Triggerevents(2)Greenpeacestartspicketing(1998)Socialamplificationofrisk-Triggerevents(3)ThePrinceofWalesjoinsin(1999)Industryattemptsissuesmanagement-MonsantoUKcorporateadvertisingcampaign(1998)Belgiandioxincrisis1999

Domesticconsumption:robustPercapitaconsumption(kg)ofbeefandpoultryinBelgiumDioxincrisis(Datasource:Euromonitor)Belgiandioxincrisis1999

Exports:sensitive(Datasource:UN,COMTRADEdatabase)DioxincrisisBelgianbeefandpoultryexports(metrictons)TopGlobalSupermarketCompanies

CompanyCountriesofOperationWal-MartStores(US)Argentina,Brazil,Canada,China,Germany,Japan,Mexico,Singapore,S.Korea,UK,US,VietnamCarrefour(France)Argentina,Belgium,Brazil,Chile,China,Colombia,CzechRep.,DominicanRep.,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,CostaRica,CzechRep.,Denmark,Ecuador,ElSalvador,Estonia,Guatemala,Honduras,Indonesia,Latvia,Lithuania,Malaysia,Netherlands,Nicaragua,Norway,Paraguay,Peru,Poland,Portugal,Slovakia,Spain,Sweden,Thailand,USKroger(US)USMetro(Germany)Austria,Belgium,Bulgaria,China,Croatia,CzechRep.,Denmark,France,Germany,Greece,Hungary,India,Italy,Japan,Luxembourg,Morocco,Netherlands,Poland,Portugal,Romania,Russia,Slovakia,Spain,Switzerland,Turkey,UK,Ukraine,VietnamTesco(UK)CzechRep.,Hungary,Ireland,Malaysia,Poland,Slovakia,S.Korea,Taiwan,Thailand,UK,USCostco(US)Canada,Japan,Mexico,S.Korea,Taiwan,UK,USAlbertsons(US)USSaturatedFatsSugarSalmonellaBotulinumBSEPesticideResidueHormoneResidueGeneticallyAlteredFoodsNitratesColouringOrganicProduceUNFAMILIARNOTDREADEDAssessingperceptionsoffoodrisksFife-SchawandRowe,2000DREADEDFAMILIARInformationsourcecharacteristics-1999HealthWhich?GreenpeaceWorldHealthOrganizationHealthEducationAuthorityBritishMedicalAssociationDeptofHealthLargecommercialfoodmanufacturerLargeUKsupermarketTheConsumersAssociationMAFFAccountabletoothersLikelytowithholdinformationProvidesensationalisedinformationSocialAmplificationExpertintheareaFactualinformationGoodtrackrecordAccurateinformationTruthfulinformationInfavourofusingsourceConcernedaboutpublicwelfareResponsibilitytoprovideFreedomtoprovideKnowledgeableTrustworthy

TrustDistortedinformationBiasedinformationVestedinterestProvenwronginpastProtectselfandinterestsDistrustSocialAttenuationLargecommercialfoodmanufacturer(1998)LargeUKsupermarket(1998)RelativeTrustinAgenciestoConductCredenceCertifications(safety,animal,socialandenvironment)USUKLeasttrustedSpecialInterestGroupsGov’tMosttrustedGov’tRetailerBaileyetal,UtahStateUniv.2003Whatisthelong-termprobleminEurope?misperceivethedynamicofpublicacceptanceofriskPublicdistrustinregulatoryinstitutionscontinuestoincreaseAllriskmanagementpracticesaresubsequentlyjudgedtobeflawed

Publicperceptionsandattitudes:

Whatarethekeyquestions?

Whatisdrivingconsumerperceptionsofriskandbenefit?Whotrustswhomtoinformandregulate?Howdoesthisrelatetoconsumerconfidenceinthefoodchainandassociatedsciencebase?Aretherecross-culturalandintra-individualdifferencesinperceptionsandinformationneeds?Howmightthewiderpublicbeinvolvedinthedebateaboutriskmanagementandtechnologicaldevelopment?Howdorelatedfactors(ethics,widervaluesystems)relatetoperceptionsofrisk?Howdothepublicreacttoinformationaboutriskuncertainty?

Consumersandexperts

declineinthepublic’strustinsciencehaspasseda“thresholdpoint〞wherethelegitimacyofscientificjudgementisquestionedtheriseofthe“consumercitizen〞andinformedchoiceatthelevelofconsumerchoicethediminishedroleofthe“expert〞 -wideavailabilityofspecialistinformation -broadshiftsinthenational(andinsomecasesinternational)politicalculturetowardsmoretransparentriskmanagementpracticesPrecautionaryPrinciplevsDueDiligenceOriginalintent:tosanctionactionwherelackoffullscientificcertaintyexists–e.g.ExxonValdeseoilcontaminationInfood/tradepolicy:tolimitmarketactivitywherenon-zeroriskispresent,untilscientificknowledgecanclarifyriskexposure.UKLegislation1990FoodSafetyAct1994GeneralProductSafetyRegulationstightenedinterpretationof‘duediligence’RequiresdemonstratedworkingsystemAssignsresponsibilityforingredients‘ownership’RoleinMarketOversight

Publicvs.PrivateIndustrygovernanceCountrycompetitivenessIndustry–economic performanceProductinspectionFirmgovernanceStrategicadvantageNetchain performanceProcessverificationPrivatesectormotivation,e.g.1990UKFoodSafetyActincreasedliabilityforsafetyoffoodproductsdownstream(retail).Retailcouldbeheldliableforpracticesupstream.Alternativegovernancestructures/organizationprotocolsadoptedtoreduceriskexposure–processvs.productaddedasacoordinatingmechanism.EUDefinitionofTraceability“Theabilitytotraceandfollowafood,feed,food-producinganimalorsubstanceintendedtobeorexpectedtobeincorporatedintoafoodorfeed,throughallstagesofproduction,processinganddistribution.〞–EuropeanUnionGeneralFoodLawReg.ECNo.178/2002USDefinitionofTraceabilityUSagribusinessfirmsandproducersoftenfeeluncomfortablewiththeEUdefinitionoftraceabilitybecausetheybelieveitisbroaderthanwhatisnecessarytoachievespecificfoodsafetyorqualityassurancegoalsPossibleUSdefinition–“Theefficientandrapidtrackingofphysicalproductandtraitsfromandtocriticalpointsoforiginordestinationinthefoodchainnecessarytoachievespecificfoodsafetyand/orqualityassurancegoals.〞ThequalitypathCarrefour’sresponse:FreeProducts

19751992199119851995199720002001CarrefourbrandOrganic:‘BouleBio’

StartofFQC/1stBovine