Open communication: retailers, animal-health companies meet to discuss food system issues. (Food System in Action).

* As the food industry continues to evolve, agriculture operations are moving away from the island mentality of yesterday. Instead, a system is being created. In this system, each segment--producers, veterinarians, packers, processors and retailers--not only are doing their individual jobs, but they also are beginning to work, communicate and share information with each other.

A recent example of open communication between different segments of the food system took place in Atlanta in March. Representatives from the supermarket industry and the animal-health industry sat down to share ideas in a first-ever roundtable discussion. The Vance Food Systems Group, publisher of Food Systems Insider, brought the participants together as part of its ongoing mission to break down communication barriers between segments of the food chain.

Participants included:

Mike Baker, Nash Finch Co.

Noel Bateman, Wegmans Food Markets 

Marty Stephanic, SaveMart

Alan Warren, Ukrop's Super Markets 

John Beins, Bayer HealthCare

Wayne Cole, Boehringer Ingelheim

John Landon, Novartis Animal Vaccines

Dennis DiPietre, pork industry consultant; moderator 

"As a vaccine manufacturer, it is invaluable to hear from people who deal with the 'ultimate' customer on a day-to-day basis," said John Landon, beef and private-label marketing manager for Novartis Animal Vaccines. "When I can take their direct comments back to my colleagues, it creates a sense of urgency to develop biological inputs that won't detract from, and may actually enhance, the quality and wholesomeness of meat and milk."

Retailer participants echoed the enthusiasm about the roundtable's open dialogue.

"It was very enlightening to understand how the animal-wellness industry is responding in a positive way to the needs of the entire industry," said Alan Warren, director of meat and seafood for Ukrop's Super Markets.

Discussions covered a wide range of issues of concern for members of today's food-animal-agriculture industry including ethnic merchandising, combating activists, homeland security, customer relations and merchandising trends.

At one point, roundtable moderator Dennis DiPietre asked the retailers if they were prepared to handle the anti-meat agenda.

"What if a customer came into your store and asked your meat director, 'How can you defend having this chicken in the meat case when they shove them five into a cage and they have no room to turn around?' Would your meat managers know, first of all, whether or not that was true? And, would he know how to respond to the question?"

Warren responded, "Absolutely not. Not at this time."

John Beins, representing Bayer HealthCare, followed up by saying, "I don't think they should be; I don't think they can be. The consumer who's going to ask that question has an agenda. The greater percentage of the population isn't interested. They trust your brand and they trust your wholesomeness. No one--not even the NCBA--is going to fare well going up against a person with an agenda."

This open dialogue between two different segments of the food chain shows there are plenty of lessons to be learned and perspectives to be shared. There's also a strong need for education across the board.

DiPietre asked retailers what they believed they were missing when it came to communications. Warren responded, "The educational piece. Our meat and seafood managers are good at what they do, but are they food scientists? No. We continue to work with them to teach and educate, whether it be with brochures or handouts."

Learning about what each segment of the food system faces when combating activists, interacting with consumers and in day-to-day operations will help break down the existent barriers in the food system leading to a more progressive and productive food chain.

Kimberlie Clyma

Food Systems Insider