amárach safetrack wave 2 advertising and corporate image tracking research wave 2 prepared by...

Amárach Safetrack Wave 2

Advertising and Corporate

Image Tracking Research

Wave 2Prepared by

Amárach Consulting

February 2004

Project Structure……Methodology Overview

1. Spontaneous Awareness & Associations

2. Advertising Awareness

3. Advertising Effectiveness

4. Food Preparation and Attitudes Towards Safe Eating

5. Hygiene Matters

6. General Food & Health Concerns

7. Key Sources of Information

8. Safefood Brand Development

9. Interim Conclusions

Wave 2 – Methodology OverviewTotal Number of Interviews (ST 2 863)

(Booster of 15-19 year olds

presented

in separate document)

(ST 2 536)

(ST 2 327)

Sample - Nationally representative

- Adults aged 15-74

Fieldwork - In-home face to face interviews

- 52 sampling points in ROI &

- 42 sampling points in NINote: A new question that hasn’t been asked before is denoted by

RoI

NI Benchmark – Jan 2003

ST1 - May 2003

Section 1.

Spontaneous Awareness & Associations

Totally Spontaneous AwarenessQ.1 Best Company / Organisation for Making Consumers

Think More Seriously About Food Safety – Top 6

Agency IOI BM 1 IOI ST 1 IOI ST 2

Safefood - 12% 18%

Dep’t of Health 20% 20% 14%

Bord Bia 14% 12% 10%

Health boards 6% 7% 4%

Food Safety Authority 10% 5% 3%

Health &Safety authority 7% - 2%

Bases: 900 827 863

Totally Spontaneous AwarenessQ.1 Best Company / Organisation for Making Consumers

Think More Seriously About Food Safety – Top 6

Agency ROI BM ROI ST

1

ROI ST

2

Safefood 3% 15% 20%

Dep’t of Health 20% 21% 17%

Bord Bia 18% 16% 12%

Health boards - 7% 5%

Food Safety Authority 11% 6% 3%

Health &Safety authority 8% - 1%

Bases: 421 356 337

RoI

Spontaneous AwarenessQ.1 Best Company / Organisation for Making

Consumers Think More Seriously About Food Safety

– Top 6

Agency NI BM NI ST 1 NI ST 2

Safefood 6% 9% 14%

Dep’t of Health 18% 20% 5%

Government 8% - 5%

Food Standards Agency 7% 8% 4%

Health &Safety authority - 4% 3%

Tesco 5% 2%

Bases: 176 152 141

Spontaneous Association - Food SafetyQ.2 What one organisation/company or otherwise would you

most associate with Food Safety in terms of their promotion

in this area – Top 6

Agency IOI BM IOI ST

1

IOI ST

2

Safefood 7% 13% 16%

Dep’t of Health 19% 19% 13%

Bord Bia 13% 10% 10%

Health Boards - 6% 5%

Food Safety Authority 9% 6% 4%

Health &Safety authority 8% - 1%

Bases: 598 430 516

Spontaneous Association - Food Safety

Q.2 What one organisation/company or otherwise would

you most associate with Food Safety in terms of their

promotion in this area – Top 6

Agency ROI BM

1

ROI ST

1

ROI ST

2

Safefood 7% 16% 17%

Dep’t of Health 19% 20% 14%

Bord Bia 17% 14% 13%

Food Safety Authority 11% 7% 5%

Health boards - 6% 5%

Health &Safety authority 9% - 1%

Bases: 430 379 359

RoI

Spontaneous Association - Food Safety

Q.2 What one organisation/company or otherwise would

you most associate with Food Safety in terms of their

promotion in this area – Top 6

Agency NI BM NI ST 1 NI ST 2

Dep’t of Health 18% 14% 12%

Safefood 9% 6% 11%

Government - 10% 5%

Food Standards Agency 4% 6% 4%

Tesco 5% - 2%

Supermarkets 6% - -

Bases: 168 203 157

Spontaneous Association - Healthy Living

Q.2 What one organisation/company or otherwise would you

most associate with Healthy Living in terms of their promotion

in this area – Top 6

Agency IOI BM IOI ST 1 IOI ST 2

Dep’t of Health 27% 26% 25%

Health Boards 6% 12% 9%

Bord Bia 8% 8% 6%

GP 6% 4% 3%

Food Safety Authority N/A N/A 1%

Health &Safety authority 5% N/A 1%

Bases: 561 525 516

Section 2

Advertising Awareness

Television Advertising: Unaided Recall

Q.3a Thinking of advertising in the form of TV, which

organisations have you seen advertising to consumers in the

past six months about Food safety.

Agency IOI BM IOI ST

1

IOI ST

2

Safefood/Food Safety Promo.

Board

18% 20% 27%

Dept of Health/Health Promo.

Unit (NI)

13% 15% 10%

Food Safety Authority/Food

Standards Agency (NI)

10% 7% 7%

Health & Safety Authority 9% 8% 7%

B/B/Irish Food Board 9% 9% 6%

Bases: 901 818 863

Television Advertising: Unaided Recall

Q.3a Thinking of advertising in the form of TV, which

organisations have you seen advertising to consumers in the

past six months about Food safety.

Agency ROI BM ROI ST

1

ROI ST

2

Safefood/Food Safety Promo.

Board

19% 22% 29%

Dept of Health/Health Promo.

Unit (NI)

13% 17% 11%

B/B/Irish Food Board 12% 12% 9%

Food Safety Authority/Food

Standards Agency (NI)

11% 7% 8%

Health & Safety Authority 11% 8% 4%

Bases: 600 500 536

RoI

Television Advertising: Unaided Recall

Q.3a Thinking of advertising in the form of TV, which

organisations have you seen advertising to consumers in the

past six months about Food safety

Agency NI BM NI ST 1 NI ST 2

Safefood/Food Safety Promo.

Board

15% 17% 22%

Health & Safety Authority 4% 7% 12%

Dept of Health/Health Promo.

Unit (NI)

14% 12% 10%

Food Safety Authority/Food

Standards Agency (NI)

7% 7% 5%

Bases: 300 318 327

Radio Advertising: Unaided Recall

Q.3b Thinking of advertising in the form of Radio, which

organisations have you heard advertising to consumers in the

past six months about Food safety.

Agency IOI BM

1

IOI ST

1

IOI ST

2

Safefood/Food Safety Promo.

Board

3% 11% 14%

Food Safety Authority/Food

Standards Agency (NI)

4% 4% 4%

Health & Safety Authority 6% 4% 4%

Dept of Health/Health Promo.

Unit (NI)

5% 8% 3%

B/B/Irish Food Board 4% 3% 2%

Bases: 901 818 863

Radio Advertising: Unaided Recall

Q.3b Thinking of advertising in the form of Radio, which

organisations have you heard advertising to consumers in the

past six months about Food safety.

Agency ROI BM

1

ROI ST

1

ROI ST

2

Safefood/Food Safety Promo.

Board

3% 13% 18%

Food Safety Authority/Food

Standards Agency (NI)

5% 4% 6%

Dept of Health/Health Promo.

Unit (NI)

6% 9% 4%

Health & Safety Authority 8% 4% 4%

B/B/Irish Food Board 6% 4% 3%

Bases: 600 500 536

RoI

Radio Advertising: Unaided RecallQ.3b Thinking of advertising in the form of Radio, which

organisations have you heard advertising to consumers in the

past six months about Food safety.

Agency NI BM NI ST 1 NI ST 2

Health & Safety Authority 1% 2% 4%

Safefood/Food Safety Promo.

Board

1% 7% 2%

Food Safety Authority/Food

Standards Agency (NI)

1% 3% 1%

Dept of Health/Health Promo.

Unit (NI)

2% 4% 0%

Bases: 300 318 327

Key Messages Conveyed based on Unaided Recall – ST 2

Base: Have seen/heard safefood/FSPB advertising in past 6 months

A detailed list of all the messages captured is contained in the tabular document supporting this report.

Q4 "...What would you say was the main message(s) conveyed by the advertisements?"

35%

15%

15%

12%

11%

9%

36%

4%

8%

14%

12%

0% 10% 20% 30% 40%

Importance of washing hands…

Be careful when storing handling food

Importance of hygiene around food…

Passing on food poisoning

Preparing & cooking food properly

Keeping / putting food in the fridge

IOI ROI NI

TV Advertising Awareness (Aided)

42%

42%

42%

50%51%49% 48%

40%

51%

Christmas Office Kitchen

Q5a % who recall having seen Showcard 1,2 and / or 3 advertisements - ST 2

IOI NI ROI

Base: IOI –863 ; ROI –536 ; NI - 327

TV Advertising Awareness (Aided)

Base: IOI – 863; ROI –536 ; NI - 327

66%65%66%59%

46%

64% 63%75%

59%

0%

20%

40%

60%

80%

ST 2 ST 1 BM 1

Q5 % Who recall having seen at least one of the advertisements (prompted)

IOI NI ROI

TV Awareness of Safefood AssociationQ.5b Do you remember which organisation/company was

involved in the advertisement(s) – ST 2

Agency IOI ROI NI

Food safety promotion board 23% 24% 20%

Safefood 21% 23% 17%

Safefood, Food Safety

Promotion Board

11% 12% 9%

Other 5% 6% 3%

Don’t know 40% 35% 52%

Bases: 570 358 212

TV Awareness of Safefood Association

Q5b Those that remembered Safefood's involvement in the ads

55%

56%

26%

46%

42%

22%

59%

59%

29%

0% 20% 40% 60% 80%

ST 2

ST 1

BM1

IOI NI ROI

Note that for ST2 & ST1 these are combined scores for Safefood & Safefood/FSPB

Caution: ST1 & BM figures represent TV

and Newspapers V’s just TV

for ST2

Base: St2 IOI –570 ; ROI – 358 ; NI - 212

Radio Advertising Awareness (Aided)

24%

6%

31%

25%

9%

32%

Christmas Office

Q6a % who recall having heard Showcard 4 & / or 5 advertisements - ST 2

IOI NI ROI

Base: IOI – 863 ; ROI – 536 ; NI - 327

Radio Awareness of Safefood Association

Q.6b Do you remember which organisation/company was

involved in the advertisement(s) – radio (Unprompted)

Agency IOI ROI NI

Safefood 31% 30% 42%

Safefood, Food Safety

Promotion Board

23% 23% 25%

Food safety promotion board 21% 23% 7%

Other 26% 26% 23%

Bases: 249 211 38

Radio Awareness of Safefood Association

Q6b Those that remembered Safefood's involvement in the ads

54%

56%

67%

47%

53%

58%

0% 20% 40% 60% 80%

ST 2

ST 1

IOI NI ROI

Base: St2 IOI –249 ; ROI – 211 ; NI - 38

Main Messages Communicated by Ads - TV & Radio (Unprompted)

Q.7a Main messages being communicated by Safefood's Advertising Campaign - Only answered if respondent recalled the Christmas Ad.

21%

18%

12%

10%

9%

6%

6%

0% 5% 10% 15% 20% 25%

Washing hands beforetouching food

Passing on food poisoning

Keeping food in the fridge

I mportance of hygienearound food

Be carefulhandling/storing food

Preparing & cooking foodproperly

Keep surfaces clean

NI ROI IOI

Base: IOI –417 ; ROI – 274 ; NI - 143

Q.7b Main messages being communicated by Safefood's Advertising Campaign - Only answered if respondent recalled The Office Ad or Kitchen Ad

47%

19%

9%

4%

8%

4%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Washing hands before touching food

Dangers of germs

Keep surfaces clean

Importance of hygiene around food

Be careful handling/storing food

Passing on food poisioning

How important cleanliness is

NI ROI IOI

Base: IOI – 547 ; ROI – 356 ; NI - 191

Main Messages Communicated by Ads - TV & Radio (Unprompted)

Section 3

Advertising Effectiveness

Rating of Advertisements (good/v.good)Q.8b Rate these ads in terms of the following…

IOI IOI IOI

Fridge Christma

s

Office

Really Capturing your interest 57% 57% 65%

Delivering a message of

relevance to you

60% 60% 66%

Telling you something you didn’t

know already

45% 41% 46%

Getting the point across in a

clear way

62% 61% 67%

Being hard hitting 56% 50% 58%

Bases: 818 863 863

Rating of Advertisements (good/v.good)

Q.8b Rate these ads in terms of the following…

ROI ROI ROI

Fridge Christma

s

Office

Really Capturing your interest 63% 60% 67%

Delivering a message of relevance

to you

64% 63% 70%

Telling you something you didn’t

know already

48% 43% 48%

Getting the point across in a clear

way

67% 63% 70%

Being hard hitting 60% 52% 60%

Bases: 500 536 536

Rating of Advertisements (good/v.good)

Q.8b Rate these ads in terms of the following…

NI NI NI

Fridge Christma

s

Office

Really Capturing your interest 43% 50% 61%

Delivering a message of

relevance to you

48% 53% 56%

Telling you something you didn’t

know already

38% 36% 41%

Getting the point across in a

clear way

49% 56% 60%

Being hard hitting 44% 46% 51%

Bases: 318 327 327

Influencing BehaviourQ.9 Which of these statements best reflects your view about

these advertisements?

IOI-BM

1

IOI-ST

1

IOI-ST

2

It made me think more about food safety and I have already changed my behaviour as a result of the ad

26% 31% 21%

It made me think more about food safety and I plan to change my behaviour as a result of the ad

N/A N/A 20%

It made me think more about food

safety but it is unlikely I will look

into it any further

18% 10% 13%

Base: Full base for each wave

Influencing Behaviour Cont’d Q.9 Which of these statements best reflects your view about

these advertisements – Cont’d

IOI-BM

1

IOI-ST

1

IOI-ST

2

It made me think more about

food safety and I may look into

this issue at some stage

18% 23% 12%

It made me think more about food safety and I plan to find out more about this issue in the near future

23% 23% 11%

Its unlikely that I will look any

further into the issue

8% 9% 10%

Base: Full base for each wave

Section 4

Food Preparation and Attitudes Towards Safe Eating

Section 4

• This section dealt with cooking behaviour,

people’s food purchasing behaviour and

other food related behaviour.

• An opportunity was also afforded to Bord

Glás to include some questions which are

covered in the main report, but for the

purpose of brevity are not included here.

Section 5

Hygiene Matters

Food HygieneQ.13 Those that are concerned about hygiene in any of the

following places

IOI-ST 1 IOI-ST 2

Take-aways 52% 59%

Restaurants 34% 38%

Cafes 31% 39%

Local Butchers 31% 38%

Sandwich bars 30% 33%

Supermarkets 26% 37%

In the home 22% 31%

In the workplace N/A 22%Base: IOI ST 2 –863; ST 1 827

Food Hygiene Impacting Behaviour

Q.14 Those who have NOT changed their behaviour in relation to establishments as a result of their concerns

relating to poor hygiene.

IOI-ST 1 IOI-ST 2

In the home 73% 72%

Supermarkets 75% 71%

In the workplace N/A 70%

Local Butchers 73% 62%

Restaurants 67% 62%

Sandwich bars 32% 62%

Cafes 68% 58%

Take-aways N/A 43%Base – Those who had not changed behaviour because of hygiene concerns in each of the establishments listed

Food Hygiene Impacting on Purchasing

Q. 15 Those that have stopped buying in the following places because of hygiene concerns.

IOI-ST 1 IOI-ST 2

Take-aways 69% 72%

Sandwich bars 34% 62%

Local Butchers 42% 57%

Cafes 46% 51%

Restaurants 31% 43%

In the workplace N/A 29%

Supermarkets 38% 27%

Base – Those who are concerned about hygiene in each of the establishments listed & who have changed their behaviour as a result. (IOI ST2 – 89)

Hygiene Aspect Causing ConcernQ.16 a What aspect(s) of hygiene concerned you?

(IOI)

Aspect IOI ST1 IOI ST2

Cleanliness of premises /

kitchen / staff

68% 65%

Handling of raw meat & cross

meat / cross contamination

37% 42%

Had food poisoning / stomach

upset

22% 39%

Standard of food 36% 35%

* Base: Those expressing concern about establishments

Section 6

General Food and Health Concerns

Concerns about Food Safety Issues

Q.19 Level of concern about food safety

issues… “I am…”

(IOI)

IOI BM IOI ST1 IOI ST2

…very concerned 21% 27% 26%

…quite concerned 44% 41% 44%

…neither (un)concerned 25% 23% 21%

…not very concerned 8% 6% 6%

...not at all concerned 2% 3% 3%

Bases: IOI BM – 900; IOI ST1 – 827; IOI ST2- 863

Concerns about Food Safety Issues

Q.19 Level of concern about food safety

issues… “I am…”

(ROI)

ROI BM ROI ST1 ROI ST2

…very concerned 21% 28% 25%

…quite concerned 45% 39% 50%

…neither (un)concerned 25% 24% 18%

…not very concerned 7% 7% 6%

...not at all concerned 1% 2% 2%

RoI

Bases: ROI BM - 600 ROI ST1 –510; ROI ST2 - 536

Concerns about Food Safety Issues

Q.19 Level of concern about food safety

issues… “I am…”

(NI)

NI BM NI ST1 NI ST2

…very concerned 19% 22% 28%

…quite concerned 45% 47% 31%

…neither (un)concerned 25% 22% 27%

…not very concerned 9% 4% 9%

...not at all concerned 2% 4% 5%Bases: NI BM - 300 NI ST1 –317; NI ST2 - 327

Other Concerns…Q20 Those that were concerned/ very concerned about the

following

67%

69%

77%

82%

85%

84%

87%

0% 20% 40% 60% 80% 100%

Smoking

Waste management

Alcohol abuse

Heart Disease

Road safety

Cancer

Drug abuse

IOI ROI NI %

Base: IOI - 863 ; ROI - 536 ; NI - 327

Food Safety!

Other Concerns…Cont’d

Q20 Those that were concerned/very concerned about the following

36%

46%

46%

42%

56%

56%

62%

66%

Microwave ovens

DNA Technology

Radon gas emissions

Mobile phone radiation

Carbon monoxide

Advertising to children

Obesity young children

Pesticides

IOI ROI NI %

Base: IOI - 863 ; ROI - 536 ; NI - 327

Causes of Obesity in Children

59%

59%

60%

24%

22%28%

6%7% 5%

7%8% 5%

Diet Sedentary lifestyleGenetics / heredity Video games /entertainment

systems

Q21a "Which of the following do you think is the most significant cause of obesity among children?"

IOI ROI NI

Base: IOI - 863 ; ROI - 536 ; NI - 327

Tackling Obesity in ChildrenQ21b "Which of the following do you think would help most towards

reducing obesity among children?"

1%

1%

4%

9%

27%

22%

34%

1%

4%

8%

19%

37%

3%

3%

3%

10%

23%

29%

29%

27%

Industry action

Legislation

Restrict children's usage of video games

Ban on advertising of certain foods

Better education on nutrition

Discourage certain convenience foods / snacks

Encourage active participation in sport / exercise

IOI ROI NIBase: IOI - 863 ; ROI - 536 ; NI - 327

Other Concerns about Food Issues

Q.21c Those who are concerned / very concerned about the following food issues:

IOI ROI NI

Food poisoning 56% 60% 46%

Added salt in food 39% 37% 44%

Foods high in fats 51% 54% 43%

Foods high in sugar 40% 42% 36%

The risk of acrylamide in

foods

21% 25% 10%

Feed given to livestock 34% 37% 26%

Bases: IOI ST 2– 863; ROI - 536; NI ST2 -327

Section 7

Sources of Information and

Perceptions of Responsibility

Q.22a Sources of Information on Food Hygiene, Food Safety & Food Nutrition – Top Six Spontaneous Mentions (IOI)

IOI BM IOI ST1 IOI ST2

Television (33%) Television (30%) Safefood/FSPB

(39%)

Dept. of Health (22%) Dept. of Health (30%) Dept. of Health

(28%)

Supermarkets (22%) N’papers & Mags

(20%)

Media (19%)

Newspaper/Mags (20%) Supermarkets (20%) Food M’facturers

(17%)

The Government (14%) Safefood/FSPB (20%) Bord Bia (16%)

Health & Safety Authority

(13%)

Food M’facturers

( 17%)Bases: IOI BM – 900; IOI ST1 – 827; IOI ST2- 863

Sources of Information…General

Q.22a Sources of Information on Food Hygiene, Food Safety & Food Nutrition – Top Six Spontaneous

Mentions(ROI)

ROI BM ROI ST1 ROI ST2

TV (31%) Dep’t of health (33%) Safefood/FSPB (48%)

Dep’t of health (25%) TV (32%) Dept. Of Health (31%)

Supermarkets (21%) Bord Bia (22%) Bord Bia (22%)

N.papers/mags (20%) Safefood (22%) Safefood (21%)

Bord Bia (16%) Npapers/Mags (21%) Food Manufacturers

(19%)

Health & Safety Auth’y (16%) Supermarkets (19%) Media (17%)

Bases: ROI BM - 600 ROI ST1 –510; ROI ST2 - 536

Sources of Information…General

Represents a significant shift from benchmark where

Safefood was ranked 11th with just 10% spontaneously mentioning it.

RoI

Q.22a Sources of Information on Food Hygiene, Food Safety & Food Nutrition – Top Six Spontaneous

Mentions(NI)

NI BM NI ST1 NI ST2

TV (37%) TV (26%) Media (22%)

Supermarkets (26%) Supermarkets

(23%)

Dept of Health (20%)

N.papers/mags (18%) Health prom’n uni

(21%)

Local council (19%)

Health Promo’n Unit

(15%)

N.papers/mags

(20%)

Government (16%)

Government (11%) Food manuf’rs

(17% )

Supermarkets (13%)

GP/Practice Nurse (11%) Safefood / FSPB

(16%)

Food manufacturers

(12%)

Bases: NI BM - 300 NI ST1 –317; NI ST2 - 327

Sources of Information…General

Q. 22c Looking at these possible sources of information do you get information from any

of these…? (Top Six)(IOI)

IOI BM IOI ST1 IOI ST2

Television (34%) Television (37%) Dept. of Health

(29%)

Newspaper/Mags (24%) N’papers/Mags

(29%)

Media (26%)

Dept. of Health (23%) Dept. of Health

(26%)

Safefood/FSPB

(22%)

Supermarkets (23%) Safefood/FSPB

(25%)

Safefood (18%) *

Bord Bia (17%) Supermarkets

(21%)

Food Manu’ftrs

(18%)

Health & Safety Authority

(17%)

Bord Bia (20%) Government (17%)

Bases: IOI BM – 863; IOI ST1 – 827; IOI ST2- 863

* Multiple responses possible

Sources of Information - Prompted

Q. 22c Looking at these possible sources of information do you get information from any

of these…? (Top Six)(ROI)

ROI BM ROI ST1 ROI ST2

TV – 35% TV – 39% Dept of Health

(32%)

N.papers/mags – 27% Dep’t of health –

30%

Safefood/FSPB

(28%)

Dep’t of Health – 24% N.papers/mags –

29%

Media (25%)

Bord Bia – 24% Safefood – 28% Bord Bia (22%)

Supermarkets – 24% Bord Bia – 28% Safefood (21%) *

Health & Safety Auth –

19%

Supermarkets –

20%

Food

Manufacturers

(20%)

Sources of Information - Prompted

Bases: ROI BM - 600 ROI ST1 –510; ROI ST2 - 536

* Multiple responses possible

RoI

Q. 22c Looking at these possible sources of information do you get information from any

of these…? (Top Six)(NI)

NI BM NI ST1 NI ST2

TV – 33% TV – 30% Media (28%)

Health promo’n unit –

22%

N.papers/Mags – 27% Dept of Health

(21%)

Supermarkets – 20% Supermarkets – 23% Local council

(20%)

Safefood FSPB – 18% Safefood FSPB – 19% Government

(16%)

Government – 18% Local Coun’l/Auth’y–

18%

Supermarkets

(13%)

N.papers/mags–16% Health promo unit –

17%

Food

manufacturers

(13%)

Sources of Information - Prompted

Bases: NI BM - 300 NI ST1 –317; NI ST2 - 327

Q. 22d Which of these sources of information do you consider to be the most trustworthy…? (Top

Six)(Asked which was most reliable in BM & ST2)

IOI ST2 ROI ST2 NI ST2

Safefood/FSPB (21%) Safefood/FSPB (27%) Safefood FSPB (9%)

Dept. of Health (21%) Dept. of Health –(24%) Health Promo’n Unit

(15%)

Safefood (17%) Safefood –(20%) Media (10%)

Medical Professions

(15%)

Medical Professions (13%) Food Standards Agency

(19%)

Food Safety Authority

(11%)

Bord Bia (10%) Government (8%)

Media (10%) Media (10%) GP/Practise Nurse (18%)

Health & Safety Auth’th

(8%)

Health & Safety Auth’th

(10%)

Local council/Auth’ty

(11%)

Bases: IOI - 863; ROI - 536; NI - 327

Sources of Information - Trustworthiness

Organisations Associated with Food Issues

Q. 23 a “Which of the following would you associate with food issues in some way?” (Prompted)

Organisation IOI ROI NI

Safefood/Food Safety Promotion

Board (NI)

65% 72% 48%

Department of Health 54% 56% 48%

Food Safety Auth’y of Ire/Food

Stds Ag (NI)

50% 50% 51%

Bord Bia/Irish Food Board 47% 63% 9%

Health & Safety Authority 39% 48% 19%

Department/Ministry of Agriculture

(NI)

29% 31% 25%Bases: IOI – 863; ROI - 536; NI - 327

Organisations Associated with Food Issues

Q. 23 a “Which of the following would you associate with food issues in some way - continued… “

(Prompted)

Organisation IOI ROI NI

Consumers Association and/or

other con’r org’ns

23% 26% 15%

Local Council/Local Authority (NI) 21% 14% 37%

Bord Glas 19% 26% 1%

Office of Dir of Consumer affairs 13% 17% 5%

European Commission 13% 15% -

Bases: IOI – 863; ROI - 536; NI - 327

Setting Standards for Food Safety - IOI

61%

56%

35%

28%32%

37%

25%

23%20%

35%

30%

23%

8%6%

5%

Dept of Health Safefood Bord Bia Health & SafetyAuthority

Bord Glas

Q. 23 b "Which of the following do you think has responsibility for setting standards for food safety?"

Benchmark Safetrak 1 Safetrak 2

Bases: IOI BM – 863; IOI ST1 – 827; IOI ST2- 863

Setting Standards for Food Safety cont…

21%

16%11%

37%

28%

33%

20%

13%10%

25%

17%

15% 14%

14% 5%

Dept / Min ofAg

Food SafetyAuthority /

Food StandardsAgency

Food retailers Foodmanufacturers

Farmers

Q. 23 b "Which of the following do you think has responsibility for setting standards for food safety?"

Benchmark Safetrak 1 Safetrak 2

Bases: IOI BM – 863; IOI ST1 – 827; IOI ST2- 863

Section 8

Safefood Brand Development

51%

61% 59%65%

32%

54%

IOISafetrak

1

IOI -Safetrak

2

ROI -Safetrak

1

ROI -Safetrak

2

NI -Safetrak

1

NI-Safetrak

2

Q.25 "Do you recognise this logo?"

Logo Recognition

Bases: IOI ST2 – 863; ROI ST2 - 536; NI ST2 - 327

Describing Safefood…Q. 26 …Looking at the following list of words / phrases which

three do you think best describe Safefood … (IOI)

Select Ten IOI BM IOI ST1 IOI ST2

Knowledge 35% 32% 30%

Factual 30% 29% 24%

Trustworthy 20% 27% 30%

Reliable 20% 24% 24%

Efficient 17% 23% 25%

Relevant 22% 20% 17%

Confident 12% 17% 14%

Honest 14% 17% 21%

supportive 12% 15% 15%

Friendly 17% 9% 7%

Bases: IOI BM – 863; IOI ST1 – 827; IOI ST2- 863

“Evaluating” Safefood

Q. 27 "Those who agree / strongly agree with statements about Safefood" (IOI)

66%

57%

60%

58%

71%

65%

68%

68%

0% 10% 20% 30% 40%

50% 60% 70% 80%

I think Safefood should spend more onpromoting food safety

Safefood is responsive to public concerns inthis area

Safefood are very professional

Safefood provide me with the best possibleadvice

Safetrak 1 Safetrak 2

Bases: IOI ST1 – 827; IOI ST2- 863

“Evaluating” Safefood Cont’d…

Q. 27 "Those who agree / strongly agree with statements about Safefood" (IOI)

67%

75%

28%

71%

77%

29%

48%39%

0% 20% 40% 60% 80% 100%

Safefood will always act in my best interests

Safefood is an important initiative by thegovernment

Safefood are a bit bureaucratic & remote fromme

Safefood is easy to deal with

Safetrak 1 Safetrak 2

Bases: IOI ST1 – 827; IOI ST2- 863

“Evaluating” Safefood continued…

Q. 27 "Those who agree / strongly agree with statements about Safefood" (IOI)

52%

61%

61%

60%

64%

66%

0% 10% 20% 30% 40% 50% 60% 70%

Safefood use science based research &information to ensure the quality and

credibility of their messages

Safefood don't hold back on telling people therealities

Safefood are the peoples' experts on FoodSafety who tell it like it is

Safetrak 1 Safetrak 2

Bases: IOI ST1 – 827; IOI ST2- 863

Thank You

Amárach Consulting

37 Northumberland Road

Dublin 4(T) +353-1- 660 5506

(F) +353-1- 660 5508

(w) www.amarach.com