Canadians Back to Eating Beef After 2012 E. coli Scare: Survey

June 06, 2013 - News Release

Canada has bounced back from the 2012 beef scare caused by E. coli bacteria, says a survey by a University of Guelph professor.

The survey looked at purchasing and consumption of beef by Ontarians after the temporary closure of XL Foods Inc. after bacteria was found in processed meat in September 2012. According to an independent report released Wednesday in Alberta, 18 consumers became sick and 1,800 products were removed from Canadian and U.S. markets. The Guelph survey of 130 consumers found that, following an initial large downswing in beef purchasing and consumption, the beef market has largely recovered.

Prof. Sylvain Charlebois, associate dean of the College of Management and Economics (CME) at Guelph, conducted the survey with CME Prof. Michael von Massow and master's student Warren Pinto. They wanted to see how the food recall affected consumers.

Charlebois will present the survey’s findings at the International Food Marketing Research Symposium in Budapest, Hungary, June 20 and 21.

“Given that this was a relatively unknown food processor that was responsible, we were uncertain how consumers would respond,” Charlebois said. “The results indicate that, while there was a decrease in beef consumption right after the recall, many who lowered their beef consumption are now eating the same amount of beef as they did before the scare. Ninety-four per cent of respondents said they eat beef. We also found that most people feel at ease with Canadian meat products.”

Unlike in past surveys, older and younger respondents generally had the same reaction to the E. coli outbreak.

Formerly, older respondents reacted more cautiously to news of a food safety scare.

“What we also found interesting is that a fair number of respondents were aware of the recall but don’t listen to the news all that much,” said Charlebois. “This suggests that some consumers may have been influenced by other less traditional outlets, such as social media.”

Although the survey suggests most people will recover from the initial scare of a food safety incident, Charlebois said that there are still important lessons for the food industry.

“When dealing with such a massive recall, regulators and industry may want to expand the scope of their risk communication strategy,” he said.

“It seems less traditional information sources influence consumers' perception of food products, which may make the food industry more vulnerable to subsequent food recalls. Rumours can spread quickly, so it’s important to get correct information into as many different information channels as possible.”

For more information:
Prof. Sylvain Charlebois
College of Management and Economics
University of Guelph
519-824-4120, Ext. 56808, or 226-979-2841

For media questions, contact Communications and Public Affairs: Lori Bona Hunt, 519-824-4120, Ext. 53338, or; or Kevin Gonsalves, Ext. 56982, or

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