Vitsab Consumer Reaction

The first widely embraced technology in food freshness—as perceived by the consumer—was product dating. Now mandated in over half of the U.S. and in several European countries. Consumer approval of date stamping has been very strong, but the knowledge of what it actually means is lacking.

Consumer confidence in date stamping is actually misplaced.

The classic study of this issue stated that "...even the most appropriate open date on a food package is insufficient. It is usually based on some assumed average distribution condition that does not account for the various actual distribution conditions of individual packages."

The study further concludes "...some type of device on the package itself that would show the temperature history of the food and indicate whether abuse has occurred and how much actual shelf-life is left, could improve the quality delivered to the consumer"

Such a device exists--it is the Vitsab® label, a total and appropriate replacement for product dating and the only really effective TTI on the market. For pennies these labels do the job of telling time and temperature exposures. This job needs to be done for the protection of the consumer. Ultimately, date stamping systems are inadequate, no stamped date can tell temperature! Temperature abuse happens to almost every product somewhere in the distribution chain, and the consumer needs to know about it just as much as the store or warehouse manager.

Consumer surveys have been extensively pursued to determine if the incorporation of TTI’s on packages would improve confidence and affect buying habits. The consistent conclusion of controlled statistical surveys, and actual experiences of retailers is that confidence in products is greatly increased, and buying habits are dramatically affected. Take a look at some TV news reporting that underscores this perspective:

Food safety concerns have escalated in the past year to a point that safety is foremost in the mind of the consumer. This concern is well placed, but the focus of the where and how to attack the problems have brought attention to the two main areas where food safety risks are increased: the distribution infrastructure, and the food handling habits of the consumers themselves. Consumers can be temperature abusers of perishables, but it is safe to say that they would modify their behavior if the problems of temperature abuse in the home kitchen could be made more evident.

The issue of consumer awareness and action was emphasized in a key statement in the 1997 release of the Food Safety Initiative paper, which stated as one of four major challenges "…the development of in and on package sensors of food not stored safely". This is a clear statement which endorses—as a matter of impending public policy—the placement of TTI’s on consumer packages.

The food industry apparently has reached a point of fundamental agreement with this perspective. Recently (July 30, 2001), an industry executive stated: “Consumers look to food labels for important health and safety information concerning nutrition, food allergy and safe food handling for certain products. We think these health and safety issues are the appropriate focus for food labeling.” One certain way to provide this is by active labeling of food packages with TTI's.

TTI’s used in the management of perishable stocks in the market have proven to more than pay for themselves.

One supermarket chain in the US provided data which shows substantial dollar savings, chain-wide, simply by shrinkage reduction in its inventory turnover of cut salad product. Other chains have reported that the use of TTI’s with fresh fish extends the useful shelf life by two days compared to their relatively unreliable shelf life dating systems.

So, TTI’s have proven themselves as effective tools for managing the flow of fresh product. But supermarket management should not ignore other, perhaps more significant economies which can come with consumer TTI labeling. Given the immense cost to retailers of declining confidence in the safety of fresh foods, the cost of implementation of TTI programs is very small.

TTI labels costs can range down to pennies per label, depending upon application methods and the ordering volume of the label program. This level of cost is extremely low compared to any other form of product value enhancement.

Unquestionably, there is significant crossover between freshness improvement in a product, and the resulting higher safety of that product. So, it would seem that there is no reason to deny this simple and cost effective means to assist willing consumers.

There are two ways to incorporate TTI indicator labels on consumer packages: 1) attach an adhesive label with a generalized consumer advisory to surface of a consumer package, or 2) incorporate a TTI indicator into the packaging, so that printing on the package itself comprises the consumer advisory—this is the package integrated TTI.

Adhesive labels are more expensive, especially in smaller quantities. Cost constraints limit label size and thus the effectiveness of the consumer advisory message. Adhesive labels, however are flexible in their application, and are amenable to programs with in-store packaging.

Package integrated TTI’s are less costly, and can be explained to the consumer by putting a printed explanation on the container. Integrated TTI’s can put real power into programs of product image, and thus serve a valuable function for the food processor/packager.

Retailers have used TTI's on packaged meat, cheese, other dairy products, smoked fish, cut salad specialties, prepared sandwiches and specialty health food products for over two years. Success of these programs have depended upon consumer awareness. In one instance, independent "exit polls" (not conducted by the retailer) reveal that consumers were generally unaware of what the labels meant. That specific retailer had conducted no parallel consumer education, so that there was no way with adhesive labels to get the benefit of TTI labeling. Introduction of TTI’s in consumer education is essential for any program to be effective (see below the results of a detailed consumer survey where leaflets placed in grocery bags were used to educated consumers).

Consumer awareness can be achieved with integrated TTI’s. The advertising for national brands, co-advertising with cooperative retailers, and information on the package itself will assure that the consumer understands the meaning and application of the TTI.

Using Vitsab® TTI’s with consumer packaging requires label placement on packaging.

This system can be embedded in, or adhered to, flexible packaging. Embedding requires specific heat control so that the contents of the pouches are not heat-inactivated. Tests have shown that heat sealing which is typical for high volume production of heat sealed flexible packaging will not harm the Vitsab® ampoule.

Packages which have the Vitsab® unit sealed into the closure edges can have mechanisms apply pressure to the edge to activate the TTI, or the product can be configured as "site pre-activated" TTI. A successful program depends entirely upon the appropriate use of automation for the installation and activation steps.

TTI’s installed in consumer packaging are very amenable to attractive concepts for consumer attention and can be used to create a positive image of the processor. The following image (totally hypothetical) illustrates the concept of "image use" of an integrated TTI:

Other packaging concepts include the incorporation of TTI labels on the margin of vacuum formed or blow molded food containers which are sealed with transparent films. We have demonstrated with our own machinery the installation of a single Vitsab® dot in a recessed "well" in vacuum formed trays. In this application, the indicator is outside the food area and is external to the food product, but is still associated with the packaging and is capable of reflecting the temperature history of contained food product.

The greatest difficulty in the implementation of TTI programs with supermarket branded products is that it involves extra steps. This is not a particular problem in some locations where there is substantial commissary activity in the store--there is sufficient available labor to attend to the TTI installation and proper activation. Other operations may encounter difficulty if there is no labor sector within the store to which the TTI program can be assigned.

Usually a program which involves supermarket branded products will have more success than an in-store program which calls for the installation or activation of TTI’s on nationally branded prepackaged product which does not already incorporate a TTI in its packaging.

Guaranteed freshness is a compelling marketing approach—especially when is it clear to the consumer that it’s not just talk. When the market places a TTI on its own brand, and challenges the consumer to check the freshness by reading an actual indicator, rather than accepting product date stamping, the consumer pays attention. An actual case history proves the point.

TTI "dots" on special adhesive labels (identified to the consumer as "freshness labels") have been used for over four years with a supermarket’s own branded products (we are not allowed to identify the market chain). This change in consumer packaging was announced in store bulletins, and—on certain occasions--all stores put a leaflet in each shopping bag at checkout to explain the meaning of the dots, and how they might be used in the customer’s own pursuit of freshness.

After the leaflet was distributed, a statistical survey was conducted by an independent firm. The survey was intended to determine the response of the customers to the "dots" on the supermarket’s own products, and to see what the actual level of understanding would be of the TTI system and its application to perishable foods.

The statistical survey revealed that--of those who read the leaflet, 87% could repeat the information correctly. Perceived problems with freshness on different food types ranged from 8-32% of the respondents (dairy and meat being the greatest perceived problem). Of all consumers interviewed, 79% had a favorable response, and 17% stated that they would not purchase products which did not contain the dot.

The significant findings with this real world example is that consumers--when properly educated--actually use TTI’s and make significant product choice decisions based on their presence or absence.

In this excerpt from one experience with a supermarket chain, there was only one episode of leaflet distribution. Clearly, with a continuing program, consumer awareness and response to TTI’s in packaging would increase.

Problems with temperature abuse in the distribution infrastructure are the subject of numerous popular and governmental treatments. In the popular media, a case in point is the recent CBS special ("48 Hours" aired July 10, 1997) which highlighted in a dramatic and "expose" format some glaring examples of abuse in the distribution scheme.

Rhona Applebaum, National Food Processors Association executive vice president of scientific and regulatory affairs.