Despite growing media attention, American consumers not alarmed

Daily Record, The (Baltimore), Nov 9, 2005 by Kara Kridler

Growing media attention on the spread of bird flu throughout Asia and Europe has not caused Americans to back off from eating poultry.

But U.S. poultry organizations, providers and some fast-food companies have taken a proactive approach by starting to educate consumers about the disease, as well as reassuring the public that it's safe to eat cooked chicken.

We are planning for the possibility of a case of the avian influenza, and educating our consumers is part of that preparation, said Julie DeYoung, a spokeswoman for Perdue Farms Inc. in Salisbury.

The poultry company posted information and facts about the bird flu on its Web site and its consumer affairs group is able to provide additional information. Additional steps will be taken if necessary, she said.

We are monitoring the situation and the consumer interest. We have not seen a high level of concern among consumers.

With Thanksgiving just two weeks away, the National Turkey Federation said it has not experienced much concern from consumers, either.

I believe that consumers realize that we have not seen this here in the U.S. and we don't raise the birds the same way they do in Asia, said Sherrie Rosenblatt, a spokeswoman for the Washington- based trade organization. We have very modern poultry production practices.

So every turkey that is consumed in the U.S. for Thanksgiving was raised here, she said.

Chicken represents a nearly $38 billion retail industry in the United States, according to the Washington-based National Chicken Council. The group said the average American eats close to 81 pounds of chicken annually.

KFC Corp. - a company whose livelihood depends on the health of the industry - is taking additional cautionary steps. The No.1 fast- food chicken chain said recently it's preparing a consumer education plan to inform consumers it is still safe to eat chicken. The marketing contingency plan includes television ads.

KFC's parent company, Yum Brands Inc., estimates that fear of the avian flu could decrease the chicken company's sales by as much as 20 percent in the United States.

A spokesperson from Yum could not be reached for comment.

I think the campaign is a very smart idea on their part, said Abe Novick, a senior vice president at Baltimore-based Eisner Communications. It's much better to, A) Have a plan in place; B) Be proactive and not reactive. You want to be prepared to deal with any situation while it is still a small flame as opposed to when it gets out of control and becomes a wildfire.

KFC should focus on developing a message that is reassuring and factual, Novick said. If they - convey their message in a clear and concise way, it will inform consumers and it's a smart idea for the company.

Still, Chuck Donofrio, president and chief executive of Carton Donofrio Partners, said from an advertising standpoint he would caution KFC about launching a marketing campaign announcing the safety of the its chicken products.

If I were them I would not want to take the hit for the whole industry, Donofrio said. I don't think that you can do objective- informational communication if you are an interested party. Maybe the [National Chicken Council] could do something like this if it's needed.

In fact, the Washington-based National Chicken Council is already taking anticipatory measures.

The trade association, which represents U.S. chicken companies, posted information about the bird flu on its Web site and is in the process of developing a new Web site - www.avianinfluenzainfo.com - to address the public's concerns. The site is expected to launch by next week, said Richard Lobb, the council's communications director.

But so far the public has not been overly concerned, Lobb said. And there's no reason they should be. We don't have it in the U.S. and we are doing everything we know how to do to keep it out.

The council is optimistic the United States will not have a problem with the bird flu, he said. But, if it is needed we are prepared to address the matter more forcefully.