Positioning Phytosanitary Food Treatments: Exploring the Role of Business-to-Consumer Stakeholder Literacy as an Information Gatekeeper in New Zealand
Abstract
:1. Introduction
1.1. Health Literacy
1.2. Phytosanitary Awareness and Literacy Gatekeepers
2. Materials and Methods
2.1. Recruitment and Data Collection
2.2. Data Analysis and Interpretation
3. Results
3.1. Access and Comprehension of Phytosanitary Methods
3.1.1. Superficial Associations
“A lot of people believe… if they don’t fully understand what that treatment might be doing to their food in the long-term, they would probably rather not have it, and you know, especially some of our customers are maybe recovering from a cancer or cancer treatment. And they want to just eat as clean and as healthy as possible. I’m sure if they heard it was radiation or something, they probably wouldn’t want to have much to do with it”.[P7, General Manager, Premium Organic Supplier]
“Well, I mean everyone I guess has been for an X-ray. You know, they put on your protective gear and then they say, look out, and they all rush out of the room and leave you siting there. So, in terms of safety and food, you’re probably not that keen on it. It does have connotations. I guess from an academic perspective, but if that’s what someone has on their mind then they will be concerned”.[P6, Business Owner, Organic Supplier]
“If it comes solely from a single source, you’re going to have people that will argue it’s coming in mainstream media… If it’s pushed by the alternatives, you’ll get the mainstream saying it’s a conspiracy”[P7, General Manager, Premium Organic Supplier].
3.1.2. Trust in Regulations
“Not specifically aware. I know that it would be treated somehow. The how and the details, I’m not sure… That sort of thing is way above my paygrade. So, I tend to think if it’s been done by the New Zealand authorities… If it’s something that’s approved by New Zealand… I’d be happier with that”[P10, Small Business Owner, Catering].
“I guess, the people that bring it in, don’t want to tell people or either… some people just assume it and don’t really want to know much. Because I don’t know, I guess it’s one of those trade secrets, right? It gets in here. People don’t really ask too many questions”[P8, Retail Manager, Food Service].
“So here nobody asks for that information. And they didn’t provide that information. So, there’s nothing there. I think there is nobody putting out that information. Maybe because they’re scared of, okay, if we put everything out there for our customers to see, and then the customer is less likely to buy that product. So, there’s nobody doing any efforts on that kind of thing to tell the customer”[P2, Produce Category Manager, Premium Supermarket Chain].
3.1.3. Justified Safety
“I’m aware of the treatments, so I’m not going to say them out loud… Well I mean, they are not very nice to be fair… well I mean the irradiation treatment, probably as much as people hate to hear that word, it’s probably the safest treatment that we’ve got”[P11, Business Manager, Supermarket Chain].
“When you think of New Zealand, you think of the wholesomeness. You think of… you tend to think of trust. You think, oh, my grower is going make sure that the pesticide he is using on this product, it’s good because we have those laws in place, and we have those regulations. Yeah, I think consumers trust”[P3, Procurement Manager, Meal Kit Delivery].
“That’s the number one thing for us, for this country, you know, we want to be more environment friendly. So, this is a great way to do it. I think the product of will be perceived better because it’s just X-ray treated”.[P2, Produce Category Manager, Premium Supermarket Chain]
“I think now’s probably the perfect time to have a government message that people trust. Because a lot of people are trusting of the government after our handling of COVID… the government has said this is safe and we back them up and we are supporting of that”[P4, Ingredient Coordinator, Meal Kit Delivery].
3.2. Phytosanitary Appraisals
3.2.1. Invasiveness
“I think just instantly the water one is probably the most appealing. Just for the sake of less chemical involvement. I guess, or less of a treatment… water is probably something they would be comfortable with”[P7, General Manager, Premium Organic Supplier].
“I think the word irradiated because it’s got “radiated” straightaway, it resonates badly”[P11, Business Manager, Supermarket Chain].
“Yeah, everything to do with X-rays that you know, and what is residual in a product. If you look at, you know, phyto-plastics and other, which just comes in from sitting in a packet. If you’ve gone through an intrusive process like the X-ray or irradiation, then what is the residual? And if we’re working hard to get good clean product, what’s the, you know the outcome of going through that process? It’s the same with fumigation. With X-ray, what’s happening to that product?”[P6, Business Owner, Organic Supplier].
3.2.2. Familiarity
“I don’t know… It’s hard because the methyl bromide sounds like… it’s tangible, it exists, and you can see it, you know, it’s there and you can... I don’t know? I feel like consumers can maybe understand that better. Whereas X-ray treatment: what does that mean? You know? But it’s got no bones, how did you take a picture of that? Like what is that? But then you think, oh pesticide, or like, you know, fumigating nasty bad things. X-ray, oh, medical, safe enough for people to get their bones X-rayed. Maybe it’s better… and it obviously sounds like it’s going to be better for the environment, but is it going to be as safe or safer for the consumer? I don’t know”[P4, Ingredient Coordinator, Meal Kit Delivery].
“If you’re choosing between X-ray and fumigation, there would need to be an education process to explain what it is. Just off the top of my head right now. People know it’s fumigated, they might have seen it before, I can live with that, but if it’s X-ray, I have no idea what it means. I’m going to have to do some research and ask the question, and probably be a bit more hesitant about that product would be the view right now”[P6, Business Owner, Organic Supplier].
“There are a portion of our customers who believe strongly in organic based as part of a treatment, you know, there is that saying that the food you eat can be medicine or poison over a period of time. A lot of people believe that strongly, and if they don’t fully understand what that treatment might be doing to their food in the long term, they would probably rather not have it, and you know, especially some of our customers are maybe recovering from a cancer or cancer treatment. And they want to just eat as clean and as healthy as possible. I’m sure if they heard it was radiation or something, they probably wouldn’t want to have much to do with it”[P7, General Manager, Premium Organic Supplier].
“I don’t really think that it resonates with them unless it’s highlighted. I mean, when we first bought the mangoes in. And that was the first irradiated fruit we bought into the country, there was a bit of a roar around them, but it soon dropped down when they had such beautiful, beautiful big mangoes. Mangoes better than they’ve ever had before because we can import those from other countries. It all vanished because they wanted some more of those mangoes, but they are irradiated, oh that doesn’t matter, they still wanted more of them. So, it does vanish. I think, it will be how it’s communicated, if and when we get there because no one says much about methyl bromide, do they? But it’s been going on for years”[P11, Business Manager, Supermarket Chain].
3.2.3. Naturalness
“I would like to see the science and understand it before I can comment properly. A little part of me, you know, the non-natural process that’s having to be applied. I’d be… not wary of it, but I’d just want to understand it better before I could clearly comment. But if science does show it to be a safe alternative with lesser impact from an environmental and health perspective then I think… I’m all for technology as well. You know, find better ways of doing things that can improve circumstances with little negative downsides”[P7, General Manager, Premium Organic Supplier].
“Any systems or any processes that are required that aren’t natural… I would believe there’s likely to be some side effects, negative, somewhere. Whether that’s from a health perspective, an environmental perspective, a cost perspective, emissions perspective, you know, anything that isn’t just a natural process”[P7, General Manager, Premium Organic Supplier].
3.2.4. Sustainability
“Anything to do with chemicals, I think people will object in the future too… If they know this is a safer procedure, and it’s also good for the environment. That, I think, will definitely be the people’s choice… And we use X-ray even personally and I confidently can say that the vast majority of the population would rather have it X-rayed than being treated by chemical… health wise… the number one thing is what you put in your body is what you become. So, if they know that any amount of this chemical might be going into their bodies. That is a red flag. I think for anybody”[P9, Procurement and Project Manager, Food/Juice Outlet Chain].
“I think if we were totally honest and we said to people, this is what’s happening to the bananas that you’re getting in the box today, they’ve been flushed with a poisonous gas, or they’ve been scanned with an X-ray, I think most people would pick the X-ray”[P12, General Manager, Large Food Service].
“Growing up as a kid in the 90s. I was very aware of CFCs, and their effect on the ozone layer. And you know, we were getting to a point where, we are seeing, oh look the hole in the ozone is slowly closing. We’re at risk of delaying that or reopening that because we’re using this thing to fumigate our food when there’s an alternative… Which is an X-ray, which we currently use to, you know, check our teeth and our bones and stuff, and if it’s controlled”[P5, Small Business Owner, Food Outlet].
“I think it’s a great way to tell our customers a story, you know, this is something not fumigation and it’s definitely better for our environment, you know”[P2, Produce Category Manager, Premium Supermarket Chain].
“I would say I would lean more towards the X-ray, just because I feel like it will probably have no impact on the flavor or quality of the produce or ingredient that’s coming in. And then if I think about the information that you said about the fumigant not being great for the environment. Well, I’d say that probably aligns better with what we’re trying to do”[P4, Ingredient Coordinator, Meal Kit Delivery].
3.3. Application Narratives for Phytosanitary Positioning
3.3.1. The Purist Approach: Keep in the Dark
“Are we better just to say, hey look, actually that’s not available. And a lot of people in organic spaces actually go, I’d rather not have it. I’ll stick to what I get locally and in season. And then I’d suggest that we would probably stick to local or source the product from countries where the irradiation and other, wouldn’t be required… I would change our sourcing methodology specifically”[P6, Business Owner, Organic Supplier].
“There will be a certain amount of people that no matter how you dress it up, they won’t be happy with any treatment on fruit, whether it’s been fumigated with methyl bromide or irradiated, or heat treated. You know, we used to import stuff from Fiji that was heat treated. And people just don’t want to think that fruits have been handled in those ways. They just want it to be as it was grown”[P12, General Manager, Large Food Service].
“Most people are willing to embrace new technology, and you’re always going to have a few people that resist it. I just think we’re in a stage where due to social media and all that, we’ve got a few more kind of stragglers and I guess people who will look for alternative facts. And they will use the long words to scare themselves and other people. And so, it really needs to kind of be simplified I think, I guess, green wash… call it something else, you know, make it sound less scary and people might adopt it”[P5, Small Business Owner, Food Outlet].
3.3.2. Maintaining the Romance
“But you know, you wouldn’t certainly say that you’re using methyl bromide or something like that to the public because that would really scare them off… You’ve got to be careful what you highlight because you know, people will start to get unhappy about the whole thing. But it’s one of those things that’s going to be… I’m not sure how it would go”[P11, Business Manager, Supermarket Chain].
“Bananas and things… it’s not a grubby business but it’s a complicated business. And lots of things happen to that fruit from harvest to arrival. And if the people knew everything that goes on, and the length of time it sits on a boat, or cool stores being gassed, being heated, being fumigated, and being ripened. People probably wouldn’t be so keen at all. People in their heads like to think that fruits picked off a tree by a happy smiling person, put in a basket and taken to the market type of thing. But that’s just not how it happens. We like to think that”[P12, General Manager, Large Food Service].
“What it has done to the fruit. What the effects are? Is the food safe to eat? That’d would be the obvious thing of course. But in theory it’s been done to make the food safe to eat. But I think it could bring up that question of, well, that’s fine, but methyl bromide doesn’t sound that great. And everyone knows that X-ray is radiation. So, I can see them certainly questioning it, as to whether it’s safe to eat. And I’m not going to be qualified enough to give them the answers to that, to be perfectly honest. All I can say is, well, it’s labelled here, and it’s says fit for human consumption”[P10, Small Business Owner, Catering].
“I think for me as a retailer I think it won’t concern me... because I’m putting whatever is available, because there are no other mangoes there. If somebody wanted to buy or eat mangoes, that’s the only option”[P2, Produce Category Manager, Premium Supermarket Chain].
3.3.3. Full Transparency
“I feel like if we give our consumers enough information about that process, I think they would be fine. You know, especially with the sustainability initiatives that we’re going through at the moment. You know, to say, this is what’s happening to the environment if we’re using this. So, as a company we’re looking at moving into the X-ray, which is better for biosecurity and everything… I think they would be okay. It’s just about arming our customers with that information”[P3, Procurement Manager, Meal Kit Delivery].
“But if science does show it to be a safe alternative with lesser impact from an environmental and health perspective then I think… I’m all for technology as well. You know, find better ways of doing things that can improve circumstances with little negative downsides. I think our customers put a lot of trust and faith in us, to do that work for them. And so, if we said to them, we were confident, and comfortable. I think a lot of them would be okay with it”[P7, General Manager, Premium Organic Supplier].
“I think there’s also a perception that New Zealand is beautiful and green and lush. So, I think people just almost visually assume that everything is growing really well, and they probably don’t see the disparity between organic and conventional as clearly. Whereas if you go to some other places where the practices are… dire. Like, you can see something that has been farmed organically versus not, and the land is almost dead versus not”[P7, General Manager, Premium Organic Supplier].
“For cheaper brands, I would say they would be the least concerned with this. They’re not as far as we can tell, big label readers. They’re not looking at the fine details. I just want a big lot of food on the table now, fill them up and keep them going sort of thing. And then we’ve got the opposite end of that scale… Yeah, the big label readers and the big plant eaters, I suppose would be the most concerned”[P4, Ingredient Coordinator, Meal Kit Delivery].
4. Discussion
5. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Conflicts of Interest
References
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Participant Number | Position | Categorization | Business Model/Philosophy | Buying Style |
---|---|---|---|---|
P1 | Fresh produce buyer | Large supermarket chain | Traditional | Obtains for the store from a variety of suppliers |
P2 | Produce category manager | Premium supermarket chain | Traditional—premium | Obtains all produce from the markets and from growers directly |
P3 | Procurement manager | Meal kit delivery | New business model—sustainability approach | Uses large commercial producer wholesalers, buys from wholesalers and some growers directly |
P4 | Ingredient coordinator | Meal kit delivery | Customer-focused food delivery | Purchases through wholesale markets or direct from growers/packhouses |
Development kitchen and purchasing team | ||||
P5 | Small business owner | Food outlet | Small business, customer- and sustainability-focused | Food service companies. Specifies when needing organic goods, etc. |
P6 | Business owner | Organic stores | Sustainability-focused | Deals with growers and wholesalers |
P7 | General manager | Premium organic online supplier | New business model—social entrepreneurship | Buys direct from Auckland and Christchurch, and some organic wholesalers, small growers |
P8 | Retail manager | Food service | Social Entrepreneurship | Purchases through wholesalers at New Zealand markets |
P9 | Procurement and project manager | Food/juice outlet chain | New business model—sustainability approach | Sources through wholesalers via growers |
P10 | Small business owner | Catering | Traditional—basic | Sources via food service companies and supermarkets |
P11 | Business manager, fresh produce –head office | Large supermarket chain | Traditional | Deals with the brokers and growers directly to supply large supermarket stores |
P12 | General manager | Large business food service | Traditional | Purchases through wholesale markets or direct from growers/packhouses |
Low Literacy | Medium Literacy | High Literacy | |
---|---|---|---|
Access and Comprehension Ability to find and comprehend appropriate information | Superficial Associations | Trust in Regulations | Justified Safety |
Appraisals Ability to interpret, filter, judge, and evaluate information | Invasiveness | Familiarity; Naturalness | Sustainability |
Application Narratives Ability to apply and communicate information to position or influence a choice | The Purist Approach: Keep in the Dark | Maintaining the Romance | Full Transparency |
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Conroy, D.M.; Young, J.; Errmann, A.; Phelps, T. Positioning Phytosanitary Food Treatments: Exploring the Role of Business-to-Consumer Stakeholder Literacy as an Information Gatekeeper in New Zealand. Foods 2022, 11, 2108. https://doi.org/10.3390/foods11142108
Conroy DM, Young J, Errmann A, Phelps T. Positioning Phytosanitary Food Treatments: Exploring the Role of Business-to-Consumer Stakeholder Literacy as an Information Gatekeeper in New Zealand. Foods. 2022; 11(14):2108. https://doi.org/10.3390/foods11142108
Chicago/Turabian StyleConroy, Denise M., Jennifer Young, Amy Errmann, and Tracey Phelps. 2022. "Positioning Phytosanitary Food Treatments: Exploring the Role of Business-to-Consumer Stakeholder Literacy as an Information Gatekeeper in New Zealand" Foods 11, no. 14: 2108. https://doi.org/10.3390/foods11142108
APA StyleConroy, D. M., Young, J., Errmann, A., & Phelps, T. (2022). Positioning Phytosanitary Food Treatments: Exploring the Role of Business-to-Consumer Stakeholder Literacy as an Information Gatekeeper in New Zealand. Foods, 11(14), 2108. https://doi.org/10.3390/foods11142108