Tag Archives: mad men

Canadian PR program seeks to educate consumers on US greens

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When all else fails, resort to posture: the rock-star pose with Townsend-inspired exaggerated guitar, sexual imagery in TV sitcoms, public relations rather than public information.

I can’t wait to be plied by the PR types at Argyle Communications about the safety of California leafy greens.

The California Leafy Greens Marketing Association, rather than address a rapidly accumulating number of outbreaks associated with their lettuce and spinach and leafy product that have never been made public – has chosen to boost consumption by educating Canadians on the safety of U.S. greens; with that focus, they’ve already lost.

Data, transparency and creativity are what count. Mad Men is an entertaining television show set in the 1960s and they figured out these basics. So did Aristotle about 2,350 years ago, when he wrote any successful rhetoric includes an appeal to logic, an appeal to authority and an appeal to emotion.

“With funding from a California Specialty Crop Block Grant, the LGMA is launching a comprehensive public relations program designed to directly reach Canadian consumers through magazines, newspapers, television and the Internet to make sure they know all California leafy greens sold in Canadian must be certified by the LGMA.

"Consumer media outlets are the primary target of the campaign which seeks to raise awareness among Canadian consumers about the safety of leafy greens from California. Shortly after the LGMA was established, the Canadian government issued a mandate that all California leafy greens imported into the country must be certified by the LGMA.

"To make Canadian consumers aware of the measures being taken to ensure the safety of California leafy greens, Argyle Communications, a Canadian-based public relations firm has been retained to conduct a year-long communications campaign. The planned program includes two separate outreach efforts targeted at food and health reporters from Canadian media outlets and blog sites. The first of these will be mailed in the next few weeks and includes a presentation packet with basic facts and information about the LGMA along with featured recipes developed specifically for this effort. For a select target list, the packets will be hand delivered and will include product in the form of one of the featured recipes. For the first delivery, the featured recipe is Kale Chips. Later in the summer this same type of activity will be repeated with a different theme. A food safety spokesperson will also be pitched to Canadian television and radio outlets in an additional effort to communicate with consumers about the safety of California leafy greens.

"In early June, a tour of California leafy greens operations is scheduled to give Canadian media representatives a first-hand look at the comprehensive food safety program for leafy greens from California. In addition, the LGMA micro-site at www.safeleafygreens.com is being revised to serve a consumer audience with recipes and important handling information being added."

‘Sedation stunning’ or ‘slow induction anesthesia’ for slaughtered chickens; why not microbiologically safer

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Why are production standards marketed in grocery stores, but microbiological safety isn’t?

As reported by William Neuman of the New York Times, “shoppers in the supermarket today can buy chicken free of nearly everything but adjectives. It comes free-range, cage-free, antibiotic-free, raised on vegetarian feed, organic, even air-chilled.

“Coming soon: stress-free?

“Two premium chicken producers, Bell & Evans in Pennsylvania and Mary’s Chickens in California, are preparing to switch to a system of killing their birds that they consider more humane. The new system uses carbon dioxide gas to gently render the birds unconscious before they are hung by their feet to have their throats slit, sparing them the potential suffering associated with conventional slaughter methods.”

With so many options, why isn’t someone marketing microbiologically safer chicken – chicken with fewer of the bugs that make people barf?

With the slaughter system, David Pitman, whose family owns Mary’s Chickens, said,

“Most of the time, people don’t want to think about how the animal was killed.”

And retailers will say, you can’t market food safety because that would imply other foods are unsafe.

But as a shopper, I want to reward companies that pay attention to microbial food safety issues, and shun companies that are sloppy.

Americans are good at marketing, so why not get the Mad Men geniuses on the case and figure out how to brag about microbiologically safer food.

Anglia Autoflow, the company that is building the knock-out systems for the two processors, calls the process “controlled atmosphere stunning,” but Mr. Pitman said his company was considering the phrase “sedation stunning” for use on its packages. Also on the short-list: “humanely slaughtered,” “humanely processed” or “humanely handled.”

The trick, he said, is to communicate the goal of the new system, which is to ensure that the birds “not have any extra pain or discomfort in the last few minutes of their lives.”

Temple Grandin, a professor of animal science at Colorado State University and a prominent livestock expert, consulted with Bell & Evans as the company worked with Anglia to design its system. She said it was better because the chickens were not aware of what was happening to them. “Birds don’t like being hung upside down,” Dr. Grandin said. “They get really stressed out by that.”

Scott Sechler, the owner of Bell & Evans, said the system was designed to put birds to sleep gently, in the same way that a person undergoes anesthesia before surgery.

To evoke that image, he wants to put the words “slow induction anesthesia” on his packages and advertising, which already tell customers that the birds are raised in roomy conditions with natural light and given feed free of antibiotics or animal byproducts. Customers who want to know more will be able to go to the company’s Web site.