The Consumers' Association survey found that 39% of consumers are concerned about the safety of Canadian beef. "No one should be surprised by the high level of consumer concern with the Mad Cow issue", said Mel Fruitman. The survey asked consumers if the Canadian Government has provided adequate information to allow a consumer to decide whether it is safe to eat beef. About 40 % said no. "This is a wake-up call from consumers to Government", said Mr. Fruitman, " as consumers are not getting information needed to restore full confidence in Canadian beef".

While Government's have downplayed Mad Cow disease as just a "single cow" issue, this approach is not sufficient to restore the Canadian public's long-term confidence in the beef supply system. "Consumers are sympathetic to the plight of the beef industry, and by not strongly re-assuring Canadians, the Federal Government has done a huge disservice both to consumers and the beef industry" said Mr. Fruitman.

Consumers are learning that Canada's beef system uses testing procedures for Mad Cow disease that are less stringent than exists in Europe. "Canada needs to catch-up to the Europeans on detecting and preventing Mad Cow disease. Consumers want tougher standards and, if they don't believe the Federal Government is watching out for their interests, consumers will react with their pocket books", said Mr. Fruitman.

The Consumers' Association survey asked the bottom line question, "What impact will the Mad Cow issue have on your future consumption of beef"? One- third of consumers indicated they would be reducing their consumption of beef while 11% said they would significantly reduce or stop eating beef completely. Importantly, 64% of consumers indicated Mad Cow disease would have no impact on their consumption of beef.

The Association has prepared an Action Plan for restoring confidence in Canada's beef supply system (attached).

Action Plan For Canada's Beef Supply System

In order to restore consumer confidence in Canada's beef supply the Consumers' Association recommends that the Federal Government do the following:

1. Implement a national communication program explaining to consumers what is being done to protect Canada's beef supply and steps consumers can take to minimize any risks associated with consuming beef.
   
   
2. Immediately ban the use of animal by-products as feed for all animals that are destined for human consumption.
   
   
3. Immediately move to implement European testing standards for Canada's beef supply system.
   
   
4. Immediately provide financial assistance to the beef industry as Canadians need a financially secure and safe beef supply system.

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For further information: Mel Fruitman, (905) 832-9969