｡ﾈFood Safety / Reliability Brand Survey 2007｡ﾉ

窶廡ood Safety / Reliability Brand Survey 2007窶 – Asahi Breweries Is Chosen as Consumers窶 Most Reliable Food Brand

Tokyo -- December 11, 2006 – Nikkei BP Bio Center issued a report called 窶廡ood Safety / Reliability Brand Survey 2007,窶 based on the results of a survey in which consumers rated 200 brands (food-related companies and products) that they perceive as safe and feel safe to purchase (eat / drink).

This survey is conducted to find out how consumers perceive and appreciate efforts made by food business industries to ensure safety in the wake of BSE (bovine spongiform encephalopathy), pesticide residue, food additives, and a series of food mislabeling scandals.

Specifically, the survey looks into psychological process in which consumers gain reassurance for different food-related brands.  The ranking is then determined by the total point of deviation derived using various statistical methods, including weighing of 17 assets that are closely related to building of a reliable image, such as 窶彡ommitment to the quality of ingredients窶 and 窶彳xcellent handling of troubles窶?

The number one title went to Asahi Breweries.  While most of the other top brands stepped back in scores, Asahi Breweries improved its point by 0.9 and rose to the top from the second in the previous survey.  The company received more points than in the previous survey for 15 assets out of the 17 image assets, including 窶廨ood taste窶 and 窶廚ontributing to society,窶 which brought the company a higher total point.  Asahi Breweries also showed overwhelming strength in terms of 窶彡orporate effort.窶?nbsp; Its improvement in the asset of 窶廚ontributing to society窶 especially contributed to the company窶冱 decisive victory.  It seems to indicate that companies are more conscious of CSR efforts than ever and the effects of such efforts are finally getting through to consumers.

On the other hand, lower-ranking brands suffered even poorer scores than in the previous survey, indicating spread of recurring distrust for food safety among consumers.  With the re-suspension of import of U.S. beef in January and the reported risk with some of the agaricus supplements in March, consumers were compelled to renew their strong concern over food this year.

Recently, a method called 窶徨isk communication,窶 in which people with different standpoints gather and discuss to seek mutual understanding, has been drawing significant attention in the country as a potential means to solve issues of food risk.  In reality, however, only a handful of consumer activists step forward to express opinions in those meetings, and the real voice of the silent majority rarely come to the surface.  In that sense, this report offers valuable indicators for food business companies - indicators to which they can turn to see where they stand now and what future goals to achieve in their risk communication efforts.

Survey Outline

Method: Internet (using Nikkei BP survey system 窶弩eb-Res窶?
Period: September 26 – October 23, 2006
Respondents: Female Internet users
Surveyed Brands: 200 brands, selected through a preliminary recognition survey from listed food business companies, as well as companies / products included in Nikkei POS Data and Nikkei Marketing Journal窶冱 food and drink business survey
Collected Response: 13,377 (valid response: 8,266)
Attribute of Respondents: Av. Age 37.8; housewives 45.9%

窶廡ood Safety / Reliability Brand Survey 2007窶 – Top 20

About FOOD SCIENCE (http://biotech.nikkeibp.co.jp/fs/)

FOOD SCIENCE, a website launched in June 2003 – the so-called 窶彷irst food safety year窶 in which the Food Safety Basic Law was enacted - is run by Nikkei BP Bio Center and specializes in functions and safety of food.  It provides information to those involved in food business (R & D, safety management, planning, etc.), researchers at research institutes / universities, and government officials in charge of food safety.  It currently publishes free e-mail newsletter 窶廡oodScience/News Mail窶 to 23,000 registered members.  It also opened a paid information website 窶廡oodScience Premium窶 last October.

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