If bird flu were to hit the UK, a surprising 83% of people would continue buying and eating poultry, a study has revealed.
A poll of more than 1,000 members of the public conducted by Opinion Leader Research on behalf of communications specialist Bell Pottinger Group, showed that only 51% of consumers trusted food manufacturers and retailers to act responsibly in the event of an outbreak, while just one in six (17%) believed that the government was in control of the situation.
However, 66% trusted farmers.
The research was presented at a recent seminar focusing on the crucial role of communication in preparing for and managing the risks associated with an outbreak.
Leading foodservice firm Brakes said: “Whilst we have a contingency plan in place, DEFRA (Department for Environment, Food and Rural Affairs) need to tell us how we will work with them to ensure supply chains are maintained in the event of exclusion zones being applied. This could seriously impact transport and delivery of food supplies.”
Claire Cater, a director of the Bell Pottinger Group, said internal communication with staff would be crucial and companies should start contingency planning now.
However, although larger companies had robust plans in place to deal with the forecasted 50% absenteeism resulting from an outbreak, only 50% of opinion leaders had considered a plan, according to the research.
Helen McCallum, director of communications for the Environment Agency, was surprised at how few companies had plans in place. “Businesses need to take responsibility and act like grown-ups,” she said.
Meanwhile, the World Health Organisation (WHO) has drawn up a plan to fight the global outbreak of bird flu. It suggests there would only be a three-week window of opportunity after an outbreak to prevent a pandemic that could lead to 20% of the global population being ill.