At the end of an ad set to air during Super Bowl XLIX, a scantily-clad supermodel takes a bite out of Carl’s Jr.’s new “All-Natural” hamburger. Bold letters flash across the screen: No Antibiotics.
The risqué nature of the commercial has triggered some controversy, but perhaps not as impassioned as the debate that continues over the widespread use of antibiotics by livestock producers — and the role the practice may play in rising rates of antibiotic-resistant infections in humans.
“This ad tells you that Carl’s Jr. sees this as enough of a mainstream issue,” said Michael Hansen, senior scientist with Consumers Union, the policy and action division of Consumer Reports. “They’re realizing that this is something people want and not just something that a bunch of activist, doomsday folks are trying to push.”
Brad Haley, chief marketing officer for CKE Restaurants, the parent company of Carl’s Jr., confirmed Hansen’s hunch: “We sell what people want to buy.”
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“As demand increases from consumers, and as other restaurant chains and grocery chains introduce products, then producers will devote more and more production to all-natural items,” added Haley, noting that limited domestic production drove his company to Australia in order to find enough antibiotic-free beef for the new Carl’s Jr. burgers.
“Super Bowl Sunday, and any other time you reach for a product raised without antibiotics, you are sending a powerful message back to the industry,” said Kaplan. “And it’s making a difference.”
Regardless of whether it’s labeled antibiotic-free, Kaplan advised always taking extra precautions when handling, storing and cooking meat. The USDA just released detailed recommendations on the preparation of chicken wings and other popular big-game foods in time for Sunday.
“You have to assume that any raw meat you bring home is contaminated with bacteria,” Kaplan said, “and probably antibiotic-resistant bacteria.”
