"Safe-to-Eat” Campaign Prepared by SA Poultry Industry

Because chicken and eggs account for 60% of all animal protein consumed in South Africa (SA) and through the experience of European Union (EU) countries on avian influenza outbreaks, the South African Poultry Association has prepared a “Safe-to-Eat” multi-media marketing and publicity campaign designed to allay consumer fears about eating poultry and eggs. As stated on the South African Supermarket and Retailer website: "The advertising campaign will appear in the daily press, on radio and on product packaging. There’s also a strong in-store Point-of-Purchase display material drive. The whole campaign will be ready to roll within hours of the government declaring a Bird Flu outbreak in South Africa."


According to the article, research in South Africa shows that people believe the disease is Asian and only infects wild birds and ostriches. However, it is recognised that disease outbreaks can quickly change public opinion on food safety and affect sales, which is exemplified by a previous outbreak of a flu variant in Ostriches that affected sales of the meat. The plan of the South African Poultry Association to counter consumer reaction, should an outbreak of avian flu occur, is to put in place a multifaceted communications programme to be rolled out the moment the government announces an outbreak of bird flu:

"While state veterinary services will cordon off and contain a wide area around the outbreak, the poultry producers plan will go into action. Within 7 - 10 days packaging on a large amount of the poultry declared free of disease by government inspectors will carry 'Safe-to-Eat labels'. The logo on the labels has a thumbs up sign with the thumb morphed into a chickens head and the fingers into eggs. Producers have the designs ready to print with their packaging and others will pre-print stick-on labels to be put on their packaging immediately. At the same time a 'Safe-to-Eat' ad campaign will appear in newspapers and be heard on air. It is designed to reach every consumer segment in the country. This will be extended to Point-of-Purchase in-store display material. The campaign will also remind the public to cook their poultry properly and to wash their hand thoroughly after handling the uncooked product. A public relations drive will also kick in the moment an outbreak is declared. The media will be referred to the South African Press Association and a panel of government and industry experts will be on hand to provide expert comment on the disease and what is being done to contain its spread and safeguard the public."