Food safety fears have moved to the front of the checkout line as 57% of Americans say they have stopped eating a particular food, temporarily or permanently, as a result of a recent recall, according to a survey done for Deloitte Consulting, New York.

Additionally, 73% say they believe the number of food-related recalls has increased in the past year. And 76% indicate they are more concerned about the foods they eat than they were five years ago.

The survey results show that concerns are especially high around recalls of meat products. Specifically, consumers say they are most concerned by beef recalls (78%) followed by chicken recalls (67%), recalls of fresh fruit and vegetables (53%), and recalls of dairy products (53%). 

“These findings underscore how urgent it is for food manufacturers to do all they can to address the problem of food recalls head-on,” said Pat Conroy, Deloitte LLP’s vice chairman and U.S. consumer products practice leader. “The results of the survey indicate that over half of today’s consumers may drop your product if they believe you are not doing what it takes to protect them and their families. Food manufacturers may consider taking a total approach to ensure the safety of their brands, all the way from the farm, to the supply chain, the store shelves, and even the consumer’s pantry.”

Additionally, Americans express great reservations about foods produced outside the United States, with more than half (56%) saying they think imported foods are “not at all” or only “somewhat” safe. In contrast, 80% of Americans say they believe that domestically produced foods are safe. Fully one third (33%) say they think fresh fish is “not at all” or “somewhat” safe. 

Indeed, the survey found that nearly nine out of ten Americans (89%) would like to see food stores sell more fruits and vegetables that come from local farms, and well over two-thirds (69%) said they would pay slightly more for such produce.

“In today’s environment, consumers are seeking fresher ingredients, giving locally grown food providers an important advantage they haven’t really had in the past,” said Conroy. “If food safety concerns continue to grow, consumers may be increasingly likely to shop outside the grocery store for fresh meats, produce and dairy products.”

About the Survey

The survey was commissioned by Deloitte and conducted online by an independent research company on April 21, 2008. The survey polled a nationally representative sample of 1,110 consumers. The survey has a margin of error of +/- three percentage points.