How has the heightened awareness of antibiotic uses and resistance affected the market?
Burkgren: There is a lot of misinformation. On the farm producers and veterinarians take antibiotic use very seriously, with the Pork Quality Assurance program, the Prudent Use program for veterinarians, the Take Care program for producers. Using antibiotics responsibly is a priority. We can do more as far as educating the public; we have not done a good job of talking about antibiotic use and the importance of animal health and well-being on the farm. Pluckett: The word “responsibility” is key. You need to make consumers aware of how and why you use antibiotics. But equally important, the producer using the antibiotics must actually use them responsibly and you have to verify that. Bailey: Educating consumers is important, but understand that if there’s a consumer group that wants an antibiotic-free product, the retailer will provide it. Otherwise we become irrelevant to our customers. What was once a small, niche market — natural and organic products — has grown dramatically. Wal-Mar
