Day 123 - 09 May 95 - Page 39
1 had an influence on people's preferences in their diet, for
2 example, it could be to eat more animal products than they
3 would otherwise have done? Would that be fair comment?
4 A. I do not know if I am qualified to give you an answer
5 on that. I would say that our consumption as we grow and
6 expand, on certain countries, in certain countries the
7 consumption of fish, of poultry, of beef has grown.
8
9 Q. In that country?
10 A. It has grown, just in looking at the statistics that we
11 are looking at, looking at the raw poundage of product
12 that ---
13
14 Q. That has caught on?
15 A. -- that has been prepared, but to extract from that the
16 conclusion that overall the country is consuming more beef,
17 I do not know. Part that could be cannibalization of sales
18 from other businesses, which would not necessarily mean
19 that the overall consumption of beef or some other product
20 would be up in that country. But, you know, if you want to
21 draw the conclusion or generally say that perhaps
22 consumption is up, that could be fair, but I cannot
23 conclusively say that that is the case.
24
25 Q. It has already been heard in this court there was an
26 extract from the famous "Behind the Arches" book, there was
27 a chapter which analysed the spread of McDonald's around
28 the world, and, you can take my word for it, the actual
29 quote says that in Japan, for example, "McDonald's face" --
30 this is a direct quote -- "a fundamental Challenge of
31 establishing beef as a common food." I am just trying to
32 see -----
33
34 MR. RAMPTON: I do not know what Mr. Morris means by that last
35 question. If he means he regards it as proved he has
36 another thing coming.
37
38 MR. MORRIS: It is just a statement of opinion. But how do
39 you -----
40
41 MR. JUSTICE BELL: Are you going to ask Mr. Beavers a question
42 about that?
43
44 MR. MORRIS: Yes. (To the witness). What I am driving at
45 really is, in a country where there is no hamburger
46 tradition and you become successful, and gradually your
47 hamburger products begin to increase in volume, say, for
48 example, one logical conclusion might be that you advertise
49 your products to the public, do you not?
50 A. We do.
51
52 Q. Yes, and that has some effect on the consumption of the
53 products?
54 A. It does.
55
56 Q. Otherwise you would not do it, presumably?
57 A. It does.
58
59 Q. So do you feel your advertising is part of your package in
60 terms of establishing yourself in terms of the influence
