Kim Essex - How do we Bridge the Communications Gap
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How do we Bridge the Communications Gap - Kim Essex, North America Food and Beverage, Ketchum Public Relations, from the 2016 NIAA Antibiotic Symposium - Working Together For Better Solutions, November 1 - 3, 2016, Herndon, Virginia, USA. More presentations at http://www.swinecast.com/2016-niaa-symposium-antibiotic-use-working-together-for-better-solutions
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Kim Essex - How do we Bridge the Communications Gap
- 1. “We have lost more than $1/2B in 2016 and the LA Times won’t cover it. WTF.”
- 3. What gives? Fewer farm families Shrinking revenue Increased imports Stagnant exports
- 9. What research says Farmers and vets are credible, trusted messengers People are ok with treatment, don’t want animals to suffer People say it’s a good thing that ‘medically important abx will no longer be used for growth’ People agree responsibly using antibiotics on farms and ranches is critical to ensuring a safe food supply Keep food safe, medicine effective
- 10. Don’t be fooled
- 11. Their health and safety trumps everything
- 12. Food eVs Gen Pop Total answering 475 525 We are fortunate to have so many choices on how our food is grown and raised at prices most families can afford. 28% 31% I am very concerned about how our food is grown and raised and how that will impact the health of children in the future. 61% 51% How our food is grown and raised isn’t of much concern to me because I trust the safety of our food supply. 6% 11% How food is grown and raised isn’t of much concern to me because there are other issues that have a greater impact on my family. 4% 7% These fears outweigh other realities Which of the following statements most closely aligns with your philosophy on food? Please select one
- 13. They believe the use of antibiotics in agriculture is contributing to antibiotic resistance What are your biggest concerns regarding the use of antibiotics on farms and ranches? Food eVs Gen Pop Total answering 475 525 Antibiotic use in agriculture is contributing to antibiotic resistance in human health 62% 54% The presence of antibiotics or antibiotic residues in meat, poultry or dairy products 51% 43% The presence of antibiotic resistant bacteria in meat, poultry or dairy products 51% 41% I don’t have enough information about how antibiotics are used on farms or ranches, but I am concerned 13% 22% I have no concerns about antibiotics used in farms or ranches 6% 5%
- 14. They also believe the use of antibiotics in human medicine is contributing to antibiotic resistance 62% 41% 38% 20% 17% 13% 3% Human medical doctors overprescribing antibiotics to patients Human patients misusing antibiotics Antibiotic use in agriculture Lack of federal oversight, research and funding on antibiotics Not following proper food safety guidelines in meat, poultry or dairy products Lack of veterinarian oversight when administering antibiotics to animals raised for food Not sure WHAT DO YOU BELIEVE IS THE NUMBER ONE CAUSE FOR ANTIBIOTICS RESISTANCE? (SELECT THREE)
- 15. Everyone should do their part. And in agriculture we are doing ours.
- 16. Good news. This is not zero sum game. They are not asking agriculture to do away with its use of antibiotics
- 17. The fact is consumers are pretty clued in. How acceptable is the use of antibiotics in animals for each of the following reasons? 23% 65% 76% 84% Subtherapeutic (growth promotion) Disease prevention Disease control Disease treatment Acceptable Summary Top 3 Box (8-10)
- 18. Keys Do … don’t defend Actions first Collaborate … don’t separate Government Public health Veterinarian Show … don’t tell What does ‘responsible use’ look like Problem solve … don’t agsplain Customers need solutions not lectures ReinforceVets role Reinforce ‘keep food safe, medicine effective’ all the time
- 19. togetherabx.com
- 20. Finally … Don’t kiss chickens.
Hinweis der Redaktion
- https://www.agcensus.usda.gov/Publications/2012/Preliminary_Report/Highlights.pdf In 2012, the United States had 2.1 million farms – down 4.3 percent from the last agricultural Census in 2007. http://www.ers.usda.gov/data-products/ag-and-food-statistics-charting-the-essentials/farming-and-farm-income.aspx NFI is forecast to be $64.3 billion in 2016 ($71.5 billion in nominal terms), down 12.5 percent (11.5 percent) from the 2015 estimate. http://www.ers.usda.gov/data-products/ag-and-food-statistics-charting-the-essentials/agricultural-trade.aspx In 2015 strong U.S. dollar, lower exports of high-value products, and falling prices for bulk commodities. U.S. imports continued to grow at 2 percent in 2015 as the real exchange rate has made foreign goods cheaper in the U.S. domestic market. ?However, import gains were well below the 7-percent average for 2000-15, reflecting slower growth in global trade volume last year Brazil, Mexico Fewer regulatory pressures, better labor markets