Have you been slimed?

The infamous photo of Pink Slime

Everyone in the industry has their opinion on the “pink slime” phenomenon that has been an unavoidable part of media coverage for the past month.  Or rather, “finely textured lean beef” as those in the meat processing industry (especially Cargill and Beef Products) are now asserting.  Last week governors of three states (Iowa, Kansas and Texas) plus two lieutenant governors (Nebraska and South  Dakota) toured one of the processing plants, tasting the “lean, good and nutritious” burgers made with the product.

What’s interesting from a consumer marketing perspective is how social media fueled the rage in the first place.  From its moment in the lime-light last year courtesy of Jamie Oliver’s reporting from LA school lunch rooms to the decision last week by multiple retailers and fast food outlets to “ban” its use, the social media trail ran deep and wide.

Seems that on March 6, Betty Siegel of Houston, the author of The Lunch Tray blog  posted a petition on change.org for signatures in support of removing pink slime from school lunch programs due to the ammonia treatment and the general overall health impact of the substance.  The number of signatures (258,632 when the petition closed) surprised both Ms. Siegel and the folks at change.org.

As the petition gained momentum, other online activity surged.  Nearly 1,500 videos have been posted to YouTube. Check out a #pinkslime on Twitter for interesting point-counterpoint dialogue.  Posts from the Meat Institute and WSJ stories defend the substance.  Then there’s Wendy’s tweet:  “Wendy’s has always had high standards for our beef. We’ve never used what they call “pink slime.” Details at http://Wendys.com.”

The back and forth is rather amusing. But when politicians and industry associations get into it, more fuel is on the fire.  Check out www.pinkslimeisamyth.com for all the value that lean beef trimmings bring to the world in addition to food safety — greater sustainability, lower food costs and jobs for America.

Social media can make or break a business – and change an industry.  As evidenced by the backlash a couple years ago against High Fructose Corn Syrup, once an issue gains steam fallout is often rapid and intense.  For companies that live or die on consumer preference – such as Wendy’s, McDonald’s, Starbucks – controversy presents an opportunity to take the high road and disassociate with the demon ingredient.

Consumers hate thinking that Big Food (with the political machine in tow) is putting one over on them.  Whether the “lean beef trimmings” are the devil’s doings or whether they are keeping hamburger safe from e.coli, the shots have been fired and the result to the industry is devastating.  And so quickly.

Proving the enormous power of social media.

Tags: CBD, food, ingredients, Lori Colman, Pink slime