18 pages, via online journal article, Blue Bell Creameries faced an unprecedented situation when it pulled all of its products during a Listeria outbreak in 2015. Despite a very public crisis that resulted in three deaths, Blue Bell survived the disaster and maintained a large and loyal customer base. A content analysis of the Blue Bell Ice Cream Facebook page was conducted to evaluate Blue Bell’s public communications, and its followers’ public reactions to the Facebook communication during the crisis. Results indicated that Blue Bell primarily posted messages that included recall and restocking information, thankfulness to stakeholders, and details about improvements to food safety during the crisis. These messages created a sense of transparency, which can increase customers’ trust and brand loyalty. Their consumers largely responded with comments containing overwhelming loyalty themes as well as questions and messages of thanks. Recommendations for agri-food companies include operating transparently before, during, and after a crisis. Organizations should follow Blue Bell’s example and avoid publishing messages that include attacks, denial, scapegoating, or excuses during a crisis.
14 pages, In lower- and middle-income countries, uncontrolled use of antibiotics is causing antimicrobial resistance, affecting both animal welfare and public health. Meanwhile, studies on antibiotic use in these countries are limited. A crucial step to limit the spread of antimicrobial resistance (AMR) is to examine the use of these drugs and identify its determinants. The aim of our study, the first of its kind in Lebanon, was to assess dairy farmers' knowledge and awareness of antimicrobial use (AMU) and AMR. For this, 18 farmers from different regions, educational backgrounds, experience levels, and herd sizes were interviewed. Results showed that owners of larger farms were more aware of AMU and AMR, and trying to implement preventive actions, whereas nonsystematic antimicrobial use was prevalent among the smaller farms. Mastitis and laminitis were the most treated diseases, and antibiotics used were oxytetracycline, penicillin, streptomycin, and florfenicol. Overall, antibiotic use was found as a preventive measure and a treatment of nonbacterial diseases. Irregular uses were linked to easy access of farmers to antibiotics, interrupted relations with veterinary authorities, and lack of self-assessment and inspection. Lebanese dairy farmers and owners reported feeling disadvantaged in their local trade field, facing illegal competition and unauthorized farms and industries, and lacking support from the government. Training and awareness programs must be implemented, and policies and regulations must be set, to reduce antibiotic use and hinder the spread of AMR in Lebanon.
16 pages, After years of debates and opposition from pharmaceutical companies, the Final rule of the Veterinary Feed Directive (VFD) went into effect in January 2017 requiring antibiotics used for both humans and animals for the purpose of growth promotion to be discontinued. This study sought to determine the effects framing content regarding antibiotic use in livestock and antibiotic resistance had on public opinion. Using a between-subjects experimental survey research design, 297 respondents indicated their perceptions of antibiotic use in livestock and the development of antibiotic resistant bacteria before being randomly assigned to one of three conditions. Each condition was a mock Twitter account framed differently based on findings from previous studies. After reading their assigned mock Twitter page, respondents indicated their trust of the information contained in the account, their information seeking behavior, demographics, and their support for antibiotic use in livestock. Using an ANCOVA, results indicated the frame influenced trust of information (F = 8.7, p < .05) and information seeking behavior (F = 4.48, p = .01) while support was not significant (F = 2.7, p = .07). Results suggest the blame frame has the greatest influence on shaping public opinion of antibiotic use in livestock and the development of antibiotic resistance.
