Fortune magazine this month takes a deep dive into the cage-free egg movement, chronicling how McDonald’s made its decision to go cage-free and the company’s prospects for being able to follow through on its pledge.
McDonald’s announcement a year ago spurred a tidal wave through the food industry. Around 200 companies, including every major fast food chain and many major brands, have said they will go cage-free. Most of them target 2025 for completing the transition.
The Fortune article cites results from Coalition for Sustainable Egg Supply (CSES) research that examined three different hen housing systems – conventional cage, enriched colony and cage-free – and concluded there are positive and negative trade-offs with each.
Food beat writer Beth Kowitt cites that the CSES study considered the housing systems as a whole – worker health, animal health, food affordability, food safety and environmental impact, while activist groups focus solely on animal welfare. An excerpt:
In the end, science wasn’t the deciding factor. The study intentionally excluded one component—consumer sentiment—and that turned out to be the most important of all. The phrase “enriched cage” means nothing to the average person. So if McDonald’s had shifted to that option, it wouldn’t get any credit from consumers. “Science was telling us enriched, but when talking with the consumer, they had no clue what enriched was,” says Hugues Labrecque, who runs the egg business that serves McDonald’s at Cargill. Once that became clear, cage-free became the inevitable consensus.
In a Forbes op-ed this week, contributor Steve Banker, who covers logistics and supply chain management, cites the Fortune article and analyzes what will have to happen in the marketplace in order for McDonald’s to meet its cage-free commitment by 2025. He concludes, “McDonald’s shows us that companies have a chance to do ‘good,’ where ‘good’ is defined in a way that resonates with their customer base ….”
In a Forbes article back in May, “Supermarket Guru” Phil Lempert noted there currently is no USDA legal definition for “cage-free” and that, “…transparency of what the term actually means will anger many as they discover their imagery of a happy-go-lucky hen running through the field is far from the truth.”
People with strong feelings about hen housing tend to bypass scientific studies such as that conducted by CSES. Food companies want to give customers what they want regardless of the science.
There are a number of barriers to consumers integrating scientific information into their decision-making process. The influence of group values, confirmation bias, scientific illiteracy, the tribal nature of online communication and other factors all pose challenges to successfully introducing technical information into the social conversation about food and agriculture.
Many of the barriers can be overcome by following the formula developed through CCFI’s research. Establishing shared values opens the door for technical information to be introduced into the conversation. It begins by first identifying and then communicating values from a credible messenger. Only then can incorporating technical information be viewed as trustworthy, building on a message platform that encourages informed decision-making.
Building trust is a process. Authentic transparency and continued engagement will encourage objective evaluation of scientific information that supports informed decision making. Encouraging informed decision-making requires meeting people in the communities where the discussions are taking place, acknowledging their skepticism and committing to long-term engagement.