Discovery of a Holstein with mad cow disease has producers and sellers of organic and natural beef changing their marketing tactics to make the case -- sometimes starkly -- that their meat is free of the disease.
The largest natural-food grocery chain is taking the high road in a pitch on National Public Radio acknowledging its financial support of public radio. Whole Foods Market, based in Austin, Texas, describes itself as a "purveyor of natural beef from cattle raised without animal byproducts and monitored throughout the entire production process."
Others prefer the direct approach: "Organic Beef -- It's What's Safe for Dinner" was the headline on a New Year's Eve news release from the Organic Valley Meat Co of La Farge, Wisconsin.
Agriculture officials believe that contaminated feed containing protein or bone meal from infected cows or sheep is the most likely source of infection with mad cow disease, or bovine spongiform encephalopathy. They have spent the past three weeks tracking down the meat from the infected cow and others slaughtered with it, as well as other animals that might have eaten the same feed.
Mad cow disease eats holes in the brains of cattle. Humans can develop a similar fatal brain-wasting illness, variant Creutzfeldt-Jakob disease, by eating contaminated beef products.
To be certified as organic, beef must come from cattle fed vegetarian diets. The meat also must be able to be traced from the ranch to the dinner table. Government and industry experts say the likelihood that an American consumer might contract the disease is minuscule.
David Martosko, director of research for the industry-backed Center for Consumer Freedom, said he resents the organic advocates' "scaremongering" but understands the business decision.
"For the organic marketers, it's about capturing market share," he said. "They're in business to make money just like anybody else."
Several organic companies report increased sales since the Dec. 23 announcement that a cow in Washington state was diagnosed with mad cow disease. Conventional beef sellers complain that organic marketers and consumer advocates are trying to capitalize on public fear about the disease.
Michael Levine, president of Organic Valley Meat, said the situation facing the industry required an eye-catching statement of confidence in his product; hence his "It's What's Safe for Dinner."
"In a circumstance like this, where consumers are fearful, truly nobody wins," Levine said. "To take advantage would be irresponsible. But not to be responsive would also be irresponsible."
Organic Valley also has distributed to its customers -- grocery stores and restaurants -- posters for display that lists the advantages of the company's meat.
The organic beef industry has a tiny, but growing share of the US beef market. Of roughly 100 million cattle in the US, about 65,000 were certified organic in 2001, according to Agriculture Department figures. Levine said Organic Valley would have sales of less than US$10 million this year.
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