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

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