[December 15, 2008]


IBM: Study finds safety of food worries most Chinese consumers

Source of Article:  http://www.tmcnet.com/usubmit/2008/12/15/3855809.htm

Dec 15, 2008 (M2 PRESSWIRE via COMTEX) --
A vast majority of Chinese consumers say they're more concerned than ever about the safety of their food. According to an IBM telephone survey, 84 percent of Chinese consumers say that their worry about food safety has increased over the last two years. In contrast, 50 percent of U.S. and 47 percent of UK respondents voiced increased concern over the issue.

That disparity is also reflected in how much consumers trust manufacturers and retailers. The majority of Chinese consumers do not trust either the manufacturer (65 percent) or the retailer (59 percent) in the event of a recall. Consumers in the U.S. and UK generally believe food manufacturers and retailers will handle food recalls responsibly. In the U.S. and UK, only 39 percent of respondents said they didn't trust manufacturers, while 25 percent said they are wary of retailers in the event of recalls.

The survey underscores the increase importance of Full Value Traceability (FVT), which offers consumer product companies a way to trace ingredients, packaging and products through all stages of production, processing and distribution.

"Consumer Product companies have a responsibility to protect their brands," said J. Chris Harreld, of the Institute for Business Value, IBM China. "A part of that responsibility involves winning and earning the trust of consumers. IBM can help businesses implement integrated traceability solutions to collect transparent and trustworthy information to track a product from farm all the way to fork."

The IBM Full Value Traceability study is based on the findings of a phone survey that was conducted among 300 adults across Beijing, Shanghai, Guangzhou, Wuhan and Chongging, China.

Learn more
* IBM Survey Reveals Erosion of Trust and Confidence in Food Retailers and Manufacturers Grows Internationally (press release)

* Foul Plea: one chicken's appeal for a smarter food system (video)


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