Misinformation In Agri-Food : The “Plastic Rice” Scare and Its Impact On Consumer Trust
By Anthony Akufo, Graduate Research Assistant, University of Guelph
In today’s world, misinformation can spread faster than ever before. Misinformation is described as incorrect or deceptive information that is shared without the intent to mislead (Chowdhury et al. 2024). The agri-food sector is no exception, where false claims about farming and food safety circulate online, often with big consequences. Take, for example, the “plastic rice” rumour that caused widespread panic in West Africa. This story shows just how quickly misinformation can erode trust and disrupt entire markets.
The “Plastic Rice” Panic: What Really Happened?
In 2016, social media lit up with rumours that rice imported from China was not real, it was supposedly made of plastic. People shared videos showing rice being burned or melting, claiming this was proof that the rice was fake. Since rice is such a staple in West African diets, the fear spread rapidly. Even though investigations by officials in Nigeria and Ghana later confirmed the rice was perfectly safe and authentic, the damage was already done (BBC, 2017; Munoz-Pineiro & Toussaint, 2018). Businesses suffered, and people lost trust in something as essential as the food on their plates. Click to watch
Why Misinformation Spreads So Easily
The “plastic rice” scare is a textbook example of misinformation, most people who shared it genuinely thought they were protecting others. However, there was also some disinformation, where individuals likely spread the rumour to harm imported rice’s reputation and boost local products (Munoz-Pineiro & Toussaint, 2018).
Social media platforms like WhatsApp and Facebook fueled this viral rumour. Shocking videos spread without verification, creating panic faster than authorities could respond click video. This is the double-edged sword of social media, unverified information can go viral in minutes, leading to chaos (BBC, 2017).
The Real-World Impact of Food Misinformation
Misinformation in the agri-food sector does not just create confusion, it has real-world consequences. In the case of “plastic rice,” businesses lost money, and consumers became wary of imported foods. But this is not the only example. False claims about genetically modified crops or hormones in livestock have also influenced public perception and even policy decisions, often with little to no scientific support. This shows just how much damage misinformation can do to the food industry.
How to Fight Back: The Power of Digital Literacy
So, what can we do to prevent this from happening?
Critical digital literacy, the ability to assess critically what we see online is the way to go. By encouraging consumers to evaluate the truthfulness of online content and also recognize the economic, political, and technological factors that influence sharing such news. Governments and organizations also need to step up with fact-checking and debunking strategies to stop misinformation before it spirals out of control just like the Ghanaian and Nigerian authorities did (BBC, 2017; Munoz-Pineiro & Toussaint, 2018).
Let us Be Smart Consumers
The “plastic rice” scare is a reminder of how quickly misinformation can take hold of a society. As consumers, we have a responsibility to think twice about the content we see online and consider its source. Next time you see a shocking claim about food, take a moment to verify it.
Let us take a stand against misinformation. Next time you hear a rumour about food safety, double-check the facts and help stop misinformation from spreading. Together, we can keep our food systems safe and protect our communities.
References:
Ablade TV.(2017,June 16). you won’t believe this: plastic rice as jollof in Ghana. [Video].Youtube. https://youtu.be/HT-30eg7uv4?si=xb-Sk6dvVtteNrNe
BBC. (2017, July 4). Why are people scared about ‘plastic rice’? BBC News. https://www.bbc.com/news/blogs-trending-40484135
Chowdhury, A., Kabir, K. H., Asafo-Agyei, E. K., & Abdulai, A. R. (2024). Participatory and community-based approach in combating agri-food misinformation: A Scoping Review. Advancements in Agricultural Development, 5(2), 81-104.
Munoz-Pineiro, M., & Toussaint, B. (2018). “Fake rice” on African and Asian markets: Rumour or evidence? Factsheet – December 2017 (JRC110625). European Commission. Retrieved https://publications.jrc.ec.europa.eu/repository/handle/JRC110625
TV3 Ghana.(2016, Dec 23). FDA denies existence of plastic rice on market.[Video].Youtube. https://youtu.be/rm_ySE9oVDc?si=SYzdUfeHXZFNSPuT
