Cheese Report

GUEST EDITORIAL

Jim McMullen, President and CEO
Tillamook County Creamery Association
Tillamook, OR

Comments by John Umhoefer in his May 6 column misrepresent the basis for Tillamook County Creamery Association’s policy requiring its members and suppliers to forego the use of rBST.

He derides the decision made by our board and members as “marketing to consumers’ perceived fears.” He points to the “toxic prose” of rBST opponents and consumers’ inaccurate perceptions about rBST, arguing these are notions dairy products companies like ours should dispute.

Since when is it the responsibility of dairy products companies to market rBST to consumers? How much has Monsanto invested in persuading consumers that rBST benefits them?

Monsanto has spent hundreds of millions of dollars marketing Posilac to dairy producers. They make farmers a very attractive offer: boost productivity and cut costs so you can increase profits. But that’s hardly a consumer appeal.

For companies like ours that sell products to the consuming public, rBST-makers offer nothing. Yet Umhoefer suggests that branded dairy producers should champion rBST – ignoring consumer resistance and accepting any erosion of brand value.

The fact is, the defense of rBST is not our fight. Correcting misperceptions about rBST is a job for its makers.

Umhoefer’s column correctly noted that in my presentation to the Wisconsin Cheese Industry Conference in April, I framed Tillamook’s rBST policy decision “as a response to consumers.” We listened not to misinformed consumers or anti-rBST activists, but to consumers who buy Tillamook cheese and our other dairy products. They told us clearly what they expect from products that bear our label.

Consumers are making lifestyle choices when they buy food products. Increasingly, their food preferences are for natural and organic products. Consumers buying produce
at Whole Foods or checking labels on processed foods are making a statement about their values.

The organic food category grew 18 percent in 2004. Research last year by the Hartman Group showed that 66 percent of the population in the United States is now participating in the organic world. Thirty-seven percent of that 66 percent purchase organic products at least monthly, with 28 percent purchasing only occasionally and 27 percent purchasing at least weekly.
When Tillamook’s policy became public, we received overwhelmingly supportive feedback. In just two weeks, more than 8,500 consumers contacted us, backing our policy.

The majority of responses were from the western coastal states, but we received responses from farmers and ranchers from across the United States as well. Respondents were demographically diverse: parents, students, school teachers and university professors. They were professionals, heads of companies, doctors, nurses, nutritionists and researchers. They were regular people concerned about the health of their family.
Their comments were very honest, compassionate and included some very compelling stories. We received only 19 form letters and just two negative responses, not counting
Umhoefer’s.

His column concludes with this instruction: “The dairy industry must ensure the wholesomeness, the safety and the trustworthiness of dairy products through sound science, honorable business practices and constant attention to quality. Marketing to consumers’ perceived fears may protect a brand name on the package, but destroy consumers’ faith in the product inside.”

I agree with the priority of protecting the product inside the package. Tillamook has done just that for more than 95 years. Our quality far exceeds industry standards and we believe strongly that by taking a controversial hormone out of our milk supply we are protecting the wholesomeness of the product. The reaction from consumers to our policy makes it clear that our brand is now more trustworthy in their minds.

I don’t agree that we are “running away” from anything. Consumer apprehension about rBST reflects Monsanto’s failure to convince consumers that rBST is safe and beneficial, not ours.

We are aligning our dairy products with the preferences of the consumers who buy them. We think we’re in a better position to make that call than either Mr. Umhoefer or Monsanto.

Sincerely
Jim McMullen
Tillamook County Creamery Association