Survey Reveals Americans' Ignorance About Meat They Consume

[Pat Wolff]

Nationwide Survey Reveals Most Americans Are Unaware
They Consume Beef And Poultry Raised on Antibiotics

Wednesday May 28

Once Aware of Reports of Health Risks, Concern Levels
Spike as Does Desire For A More Natural Alternative 


AUSTIN, Texas, May 28 /PRNewswire-FirstCall/ -- A
nationwide survey released today shows that when
Americans -- regardless of age, education, income
level, and region -- shop for beef and poultry, almost
three-quarters (74 percent) are concerned about the
presence of antibiotics in meat production. This
concern comes closely after top basic concerns such as
price, flavor and food safety. Yet, less than one-half
of Americans (48 percent) are aware that the beef and
poultry purchased at American supermarkets commonly
are raised on feed that contains antibiotics.
 
Only 27 percent of those surveyed are aware of the
scientific dialogue documenting problems caused by
overuse of antibiotics in animals raised for food.
Once they learn of the reports(1) showing a connection
between the overuse of antibiotics in animal feed and
its effect on humans, the majority (59 percent) has a
high desire to avoid these products and want meat and
poultry raised without such antibiotics.

The survey of 1,000 Americans was conducted by
Synovate (formerly Market Facts) in spring 2003, and
was commissioned by Whole Foods Market (Nasdaq: WFMI -
News), the nation's largest natural and organic foods
supermarket. The survey is representative of the
general United States adult population and has a
margin of error of +/- 3.1 percent. The results of the
survey were further discussed today among industry
experts gathered in New York City at the "Natural Meat
- Raised to Taste Better" roundtable to address the
current state of natural beef and poultry, consumer
concerns, antibiotic use and humane treatment of
animals.*

"Antibiotic medicines are losing effectiveness on
humans due to their increased use in animal feed,"
said Margaret Mellon, Ph.D, JD, director of the food
and environment program for the Union of Concerned
Scientists. "Animals raised in natural environments
rarely require the use of antibiotics. Americans who
choose meat produced this way are making conscious
decisions to ensure that antibiotics will still be
working when they or their family need them."

The Union of Concerned Scientists estimates that 70
percent of all antibiotics in the United States are
now fed to animals raised for human consumption in
order to hasten the animals' growth or prevent illness
amid crowded, unsanitary conditions on factory
farms.(2)

"The survey released today indicates Americans' strong
desire to buy 'natural' meat. Yet, only one percent of
the total beef and poultry sales in the United States
is considered 'natural,' meaning it comes from animals
raised without antibiotics throughout their
lifecycle," said David Smith, vice president of
marketing, Whole Foods Market. "The major concern
about antibiotic usage and the low awareness of its
prevalence in meat production indicates a significant
demand for antibiotic-free, natural meat once
consumers become educated about the issue."

The use of antibiotics in food animals has attracted
the attention of Congress. Senator Ted Kennedy (MA)
and Representative Sherrod Brown (OH) plan to
re-introduce bills soon to phase out the routine use
of medically important antibiotics in poultry and
livestock. Similar legislation introduced in the last
Congress was endorsed by over 170 groups, including
the American Medical Association.

Defining "Natural Meat"

Beef and poultry are not currently required to bear
labels that clearly explain the presence of or use of
antibiotics in feed -- even the U.S. Department of
Agriculture (USDA) rules for meat labeled "natural" do
not require all antibiotics be eliminated. According
to the USDA, "natural" may be used on the label when
products contain "no artificial ingredients and are no
more than minimally processed."(3)

Whole Foods Market takes the definition of "natural"
meat several steps further in its national quality
standards.

"Our definition of natural meat means that it was
raised without any antibiotics, added growth hormones,
or animal byproducts in its feed," said Margaret
Wittenberg, vice president, governmental and public
affairs, Whole Foods Market. "We want to educate
consumers that alternative meat products that have
been raised without antibiotics or added growth
hormones are available. Whole Foods Market believes
truly natural meats taste better, and they help avoid
the health risk of developing antibiotic resistance.
Our standards also include provisions for the humane
rearing and slaughter of animals."

Whole Foods Market only sells beef, chicken, pork, and
lamb that adhere to its strict definition of
"natural."

Antibiotics and growth hormones are not necessary when
animals are raised in humane, free-roaming
environments and grow at their normal rate. In
addition, under Whole Foods Market's strict animal
welfare and safety standards, no animal byproducts are
allowed in feed. In today's heightened awareness of
food-borne illnesses such as the recent Canadian case
of Bovine Spongiform Encephalopathy (BSE) -- or Mad
Cow Disease -- Whole Foods Market's standards include
full traceability of each animal from conception to
consumption.

According to the Whole Foods Market survey, nearly
eight in ten (78 percent) Americans believe it is
important for standards to be in place to more clearly
define "natural" meat that include: meat and poultry
raised without antibiotics; meat raised without added
growth hormones; and animals raised and processed
using humane methods. In addition, almost
three-quarters (73 percent) of Americans believe all
meat and poultry products should conform to a
regulated standard reflecting this definition.

Overall, four out of five Americans (81 percent) have
either bought beef and chicken that was not raised on
feed with antibiotics or would like to buy it.

Natural Meat: Raised to Taste Better?

"I believe there is a strong correlation between
humane rearing and taste. What goes into an animal
affects the temperament and overall well-being," said
Mel Coleman, Jr., a fifth-generation Colorado cattle
rancher and chairman of Coleman Natural Meats. "Beef
from cattle that have been raised without antibiotics
or growth hormones and in a well managed environment
tastes better . . . like beef used to taste."

Whole Foods Market's eight regional meat coordinators
have developed personal relationships with ranchers
and farmers to ensure that strict quality standards
are enforced through third-party audits. The meat
counters in the company's 143 stores feature
experienced teams ready to provide knowledge and
cutting expertise like neighborhood butchers of
yesterday. Each store provides extensive resources
including educational brochures and meat counters with
custom cuts, cooking instructions, a wide variety of
unique choices and personal recommendations from
experienced team members.

About Whole Foods Market®:

Founded in 1980 in Austin, Texas, Whole Foods Market
is the world's largest natural and organic foods
supermarket. In fiscal year 2002, the company had
sales of $2.7 billion and currently has 143 stores in
the United States and Canada. The Whole Foods Market
motto, "Whole Foods, Whole People, Whole Planet"(TM)
captures the company's mission to find success in
customer satisfaction and wellness, employee
excellence and happiness, enhanced shareholder value,
community support, and environmental improvement.
Whole Foods Market, Bread & Circus® and Harry's
Farmers Market® are all registered trademarks owned by
Whole Foods Market IP, LP. Whole Foods Market employs
more than 24,000 team members and has been ranked for
six consecutive years as one of the "Top 100 Companies
to Work for" in America by Fortune magazine.

Survey Methodology:

Synovate, the new name for Market Facts, conducted the
E-Nation Online Survey commissioned by Whole Foods
Market in March and May 2003. The sample size of the
nationally representative omnibus polls was 1,000
Americans aged 18 or over in each of the two waves,
with a margin of error +/- 3.1%. The sample consists
of individuals selected from the online segment of
Synovate's Consumer Opinion Panel and is balanced to
be representative of the general population based upon
region, gender, age and household income data from the
U.S. Census Bureau. 

     *Roundtable panel of experts:
     Mel Coleman, Jr, Coleman Natural Beef
     Laurie DeMerritt, The Hartman Group
     Dun Gifford, Oldways Preservation and Exchange
Trust
     Margaret Mellon, Union of Concerned Scientists
     John Nicholson, Whole Foods Market Meat
Coordinator
     Michael Romano, Chef at Union Square Cafe in New
York City
     Scott Sechler, Bell & Evans Poultry
     Theo Weening, Whole Foods Market Meat Coordinator
     Margaret Wittenberg, Vice President of
Governmental and Public Affairs
      for Whole Foods Market and Author of "Good Food
- The Comprehensive Food
      and Nutrition Resource"

     Footnotes:

     (1) In July 1998, the National Academy of
Sciences, in a report prepared
         at the request of the United States
Department of Agriculture and
         the Food and Drug Administration, concluded
'there is a link between
         the use of antibiotics in food animals, the
development of bacterial
         resistance to these drugs, and human disease'
(www.nas.edu ); In
         October 2001, the New England Journal of
Medicine (NEJM) published a
         guest editorial titled 'Antimicrobials in
Animal Feed -- Time to
         Stop' (nejm.org ); In June 2001, the American
Medical Association
         (AMA) adopted a resolution opposing
nontherapeutic use of
         antimicrobials in animal agriculture
(www.ama-assn.org ).

     (2) See www.ucsusa.org for more information.

     (3) USDA, Food Safety and Inspection Service


     Contact:
     Greer Bautz/Kristen Goldberg
     (617) 227-2111, x8412/8353
     gbautz at coneinc.com/kgoldberg at coneinc.com

     Amy Hopfensperger/(512) 477-4455 x1028
     amy.hopfensperger at wholefoods.com




--------------------------------------------------------------------------------
Source: Whole Foods Market, Inc.

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