Silence is not golden
Tuesday,30 November,2010 11:02:54
For too long the seafood community’s passive posture with the media lead by a strategy that says we should agree to disagree while running from the fight has allowed reporters and producers to distort the real story on fish. Outdated thinking from dusty business books that suggest successful marketing strategies should include cowering in the corner while an aggressive media attack reigns fire on your position is what cost us so many battles before.
Running from the fight is no longer an option. Up against goliath media outlets these days Google ads, Facebook Ads, targeted banner ads, blogs and YouTube videos take rhetorical, digital, guerrilla warfare to a new level. Staying silent and waiting for the bad press to pass takes us nowhere. The sooner we rid ourselves and our industry of the attitude that we might as well not fight because we have no hope of winning, the sooner we start winning. We are not a third class protein that is lucky to get some good press and should roll over whenever mainstream media needs a sensational story for sweeps.
In today’s world, not talking to the media is not an option.
Monday morning quarterbacks whose strategies include remaining silent should probably do just that. Remember what Muhammad Ali said, “No one knows what to say in the loser's locker room.”
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Got Mercury? Targets America's poorest at the holidays
Monday,6 December,2010 10:26:52
Our position on Got Mercury? has always been pretty clear: its misleading and misguided crusade is not designed to help consumers but simply to cause them to eliminate fish from their diet because of the organization's real concern over sea turtles (not public health). That means some consumers, are missing out on the proven health benefits of fish—an affordable food that could help them lose weight and boost cardiac health.
But the latest announcement from Got Mercury? has taken things a step further and perhaps too far. It’s demonstrable evidence of just how far they'll go to force their beliefs on sensible Americans—even if it means using the most vulnerable members of society to do it.
Earlier this month, as millions of Americans donated canned food to charities around the country in anticipation of the Thanksgiving Day holiday, Got Mercury? issued an announcement asking organizations not to distribute donations of canned tuna. The reason: the group's exaggerated claims about trace amount of mercury in the fish.
The announcement shows us just how desperate the radicals at Got Mercury? have become. Canned tuna is unique because it provides a rare combination of nutrition and affordability. No other lean protein can provide such a powerful array of Omega-3 fatty acids and Vitamin D. Substituting for it in America's food banks isn't just impractical, it's impossible. And denying it to people who come to food banks for help at the holidays is cruel and counterproductive.
But it's not as if considerations like those matter to Got Mercury?. It would appear that the only thing that matters is their radical agenda, and they're not above using the poor to make their point, no matter who gets hurt.
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Today Show reporter Jeff Rossen and producer Robert Powell ignore facts in story on safety of imported seafood (Part II)
Monday,6 December,2010 10:38:53
Let’s start with a question. How do you produce a story about seafood from overseas, yet never leave the U.S.? I ask that because that is just what NBC reporter Jeff Rossen and producer Robert Powell did on the November 17 edition of the Today Show. The duo was full of accusations and innuendo but never bothered to actually investigate the story.
Rossen based his reporting on a video produced by a special interest lobbying group with a history of using government regulation to avoid competing with imported products. Rossen admitted he’s never been to places like Vietnam, Thailand or Malaysia to investigate the practices he alleges.
I’m not the VP of standards for NBC but it would seem such allegations should be thoroughly investigated before being repeated. At the very least this reporter/producer team should have followed the Society of Professional Journalists Code of Ethics that warns to “Always question sources’ motives.” Nowhere in the piece does Rossen point to the motives of those producing the video.
No place in the story, which has seven separate clips of Alabama Agriculture Commission Ron Sparks or his staff complaining about imported seafood, does Rossen provide his viewers the context that Mr. Sparks was running for Governor in a state with heavy catfish interests.
Messrs. Rossen and Powell surely know how video can be misused: In the 2002 documentary, “Bowling for Columbine,” Rossen was seen snapping at a producer while obsessing about his hair in between takes, before returning to somber-TV-reporter-mode once the television cameras started to roll at a murdered 6-year-old’s funeral (see the Quicktime version of “NEWSBREAKERS Presents: COLLARED” halfway down the page.)
Rossen and Powell have been working on the story for weeks. And like other stories that Mr. Rossen and Mr. Powell have produced, this one has been recycled too. When the National Fisheries Institute (NFI) learned that they were working on this retread we reached out to them in hopes of ensuring their viewers understood the full story, including FDA’s seafood inspection process.
Nine days before NFI president John Connelly sat for an interview with Rossen we sent Powell a six-page letter with 23 attachments that explained the fact that this story is being pushed by domestic catfish farmers who want to keep imported seafood out of the U.S. We also included a description of how the FDA’s Hazard Analysis and Critical Control Point (HACCP) regulatory system works and why concerns over only 2% of imported seafood being inspected are misplaced.
FDA’s HACCP system solves problems at their source, whether in Alabama or an exporting country 5,000 miles from the US border. The 2% inspection rate that Rossen seemed to not understand was an additional inspection, targeted at companies that may have had problems in the past. Put another way, wouldn’t you focus your search for misbehaving teenagers in the high school detention hall and not at Glee Club practice?
Included in the research was a detailed chart based on independent Centers for Disease Control data illustrating that fish (both domestic and imported) is among the safest foods American enjoy. None of the major food recalls in the past 10 years have involved imported seafood. Think about it …. all the recalls and food safety scares of the past 10 years – there has not been one significant seafood recall during that time.
We shared with them independent writings from a former USDA Under Secretary for Food Safety in which he clearly states that the issue Rossen and Powell were reporting on was “not a public health issue, [but] a trade issue.”
We carefully explained FDA’s HACCP regulatory system and even presented Powell with the opportunity to interview a leading independent authority on HACCP from Cornell University with 24 years experience as a Seafood Technology Specialist.
Two independent domestic seafood organizations wrote to Powell before we sat for the interview and noted that they recognized “NFI’s commitment to food safety based on ground truth science is unmatched in the seafood industry” and that “NFI’s commitment to seafood safety includes domestic products and imported products.”
In addition, NFI has pointed out our leadership of the Alliance for a Stronger FDA, a coalition pushing for increased funding for FDA. And NFI has been singled out by Senator Durbin for our support of enhanced food safety legislation that would strengthen FDA. In this story, Rossen and Powell took the use of “creative” editing to new levels in efforts to fit imported seafood into their preconceived notions of good guys and bad guys.
When Powell falsely claimed, following the interview, that FDA’s HACCP regulatory system had nothing to do with unapproved antibiotics, but only food borne illnesses, we suggested that he seek the council of an independent expert who would provide him the correct information. Chapter 11 Sec. 123.6 of the HACCP’s Fish and Fisheries Products Hazards and Control Guide clearly addresses unapproved antibiotics.
Further on October 27th Mr. Powell claimed to have already talked with FDA about this issue prior to our interview. An inquiry with the FDA found no record of such a conversation prior to October 27th.
When Mr. Connelly sat for a 40-minute interview with Rossen, things started badly and then went downhill from there. Before the interview even began, our request for a simple glass of water was rejected. With the reporter noting that they “didn’t have any water for you.” During the course of the interview, Rossen repeated one question 14 separate times. Click here for a transcript of the full interview. Such badgering leads us to believe Rossen either didn’t get the answer he was looking for, had what we can only politely conclude was a poor grasp of the subject matter, or was pushing the special interest agenda highlighted in the video we mentioned at the outset.
It would appear that Rossen’s professional decorum has left a lot to be desired over the course of his career, and not only during our interaction:
In 2005, Rossen was seen manhandling an individual who had wandered into camera range while the reporter was doing a live shot. It was a scene one blog called a “J-school anger management training film.”
How seriously should viewers take a reporter that spends most of his time covering gossip stories and who then pretends to investigate important stories like food safety? Rossen has been busted by the New York Daily News for recycling other stories as his own. Yesterday he left his usual beat covering "Snooki," Charlie Sheen and Lindsay Lohan’s latest stint in rehab to report on the regulation of imported seafood.
Aside from the reporter’s poor etiquette we contend that Rossen and Powell ignored facts and important resources presented to them throughout the production of this story. Their zeal to produce a report about a danger to consumers appears to have clouded their journalistic integrity. Even in the face of an overwhelming amount of research that showed there was another very legitimate perspective on the tale they were trying to tell, they failed their viewers, opting for sensationalism over reliable reporting.
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Today Show Ignores Facts About Imported Seafood
Wednesday,17 November,2010 13:00:39
On this morning’s edition of the Today Show, reporter Jeff Rossen and producer Robert Powell appear to have willfully ignored evidence that imported seafood is safe.
Ignoring the Facts
The National Fisheries Institute (NFI) provided Rosen and Powell the following resources, weeks before the story aired, in order to help ensure the Today Show had accuracy, balance, objectivity and proper sourcing:
- An analysis of Centers for Disease Control statistics that illustrates fish—be it domestic or imported—is (a) among the safest foods Americans eat and (b) not included in any of the major food recalls of the last decade
- Independent writings from a former USDA Under Secretary for Food Safety in which he clearly states that arguments about the healthfulness of imported seafood stem from “trade issues…not [from] a public health issue”
- A thorough and accurate description of the Food and Drug Administration’s Hazardous Analysis Critical Control Point (HACCP) regulatory system
- Contact information for a leading independent authority on HACCP from Cornell University, who was willing to be interviewed for the story to explain the screening and safety protocols
Additionally Rosen and Powell:
- Received letters written by two independent domestic seafood organizations that stated, “NFI’s commitment to food safety based on ground truth science is unmatched in the seafood industry” and that “NFI’s commitment to seafood safety includes domestic products and imported products.” This runs totally counter to the impression left by Rossen and Powell’s piece.
- Insisted they read and reviewed a six page letter (complete with 23 attachments) that explained the genesis of this faux food safety scare being pushed by domestic catfish producers whose goal is to erect barriers to trade through regulation.
- Have based their reporting on an advocacy video produced and promoted by a special interest lobby working to exclude imports from the U.S. market.
- Despite being in possession of all of these documents and having access to an independent expert, it is our contention that the reporter and producer willfully neglected the facts in favor of a more sensational and less accurate story, pushed by domestic catfish producers.
The real story behind this story is and has always been domestic catfish farmers trying to keep imported seafood (primarily from Vietnam) out of the market by claiming there is a food safety problem with the competition. Rossen and Powell were educated about the history and origin of this campaign that they apparently became an unwitting promotional vehicle for. They were even provided clips from independent sources that made this point:
- In July 2009 The Wall Street Journal wrote that “there have been no reported cases of Vietnamese fish sickening American consumers… This is an attempt at protectionism-by-regulation from domestic catfish producers and their supporters in Congress.”
- In May 2009 The Journal noted that, “this is protectionism at its worst,” and that, “there are no serious concerns about the safety of Vietnamese fish imports.”
Rossen and Powell were made aware of the connection to the anti-competition, special interest agenda of the domestic catfish lobby. Despite being presented with ample evidence documenting the safety of imported seafood, we believe the story they produced demonstrated a reckless disregard for the truth.
Rossen only briefly mentions that FDA targets its inspections and attention towards companies or countries that have had problems in the past, instead he narrowly focuses on FDA’s 2% border inspections. Doesn’t it make sense to look for misbehaving kids in high school detention hall rather than Glee Club? This is what FDA’s system does.
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