In both countries, social research was conducted which shows that media information reaching consumers has an impact on their views on ASF and has an impact on purchasing decisions. Short snapshots of the disposal of thousands of pigs and scary-sounding short headlines are shaping opinions that are detrimental to the pork market. A large group of American consumers believe that ASF is a virus that is also harmful to humans. This belief immediately translates into decisions made in stores and restaurants. And the truth is, the virus that attacks pigs (and wild boar) actually kills pigs but is completely harmless to humans.
A thorough analysis of social studies showed that half of the respondents do not know what ASF is, although some of them previously declared knowledge about it. The same article, which in a matter-of-fact way explained all the ambiguities about the disease in pigs, but with two different titles, caused about 46% of respondents to abandon the desire to buy pork. What does it mean? Half of the participants remained suspicious of the safety of pork. This is due to the low confidence in the declared lack of threat presented in the media and the very strong influence of one's own views.
The outbreak of bird flu (HPAI) in poultry in many countries has resulted in a sharp decline in the consumption of poultry meat. Consumers were suspicious and even the advertising spots in the media did not produce any results at first. Joint cooking of poultry meals was organized on breakfast TV channels, where ministers and professors could show off their culinary skills. Consumers to a large extent trusted people who, having no solid knowledge but being recognizable, shaped the views of consumers.
The way the message is framed has a huge impact on the position of consumers. When offering positive and negative information at the same time, the latter are considered more important. If we add some confusing or especially provocative headlines / titles to this, we have a serious problem.
We need to look for truth and knowledge in people who are experts by virtue of their education and / or experience. Therefore, information found on the Internet should be approached with caution and should be verified. Such information can be confirmed at sns@snsfoods.pl because our long presence on the market and position allows us to be sure that we are credible not only as contractors but also as a source of well-established knowledge.
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