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Designing effective food safety messages

Designing effective food safety messages. Dr. Ben Chapman Food safety extension specialist Dept of 4-H Youth Dev and FCS North Carolina State University benjamin_chapman@ncsu.edu. Food-as-foe. Travis Cudney 2010 Champion Child Blind since age 2

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Designing effective food safety messages

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  1. Designing effective food safety messages Dr. Ben Chapman Food safety extension specialist Dept of 4-H Youth Dev and FCS North Carolina State University benjamin_chapman@ncsu.edu

  2. Food-as-foe Travis Cudney 2010 Champion Child Blind since age 2 Complications from a pathogenic E. coli infection

  3. Retail and food service Transport In-the-home Processors Farmers

  4. WHO factors contributing to foodborne illness • Improper cooking procedures • Temperature abuse during storage • Lack of hygiene and sanitation by food handlers • Cross-contamination between raw and ready-to-eat foods • Foods from unsafe sources • All human factors, behaviour based • WHO, 2002

  5. Food safety communication philosophy • Anyone who tries to make a distinction between education and entertainment doesn`t know the first thing about either • Marshall McLuhan, 1967 • Disconnect between knowledge and food handler practices • Green et al., 2006; Green and Selman, 2005; Pragle et al., 2007; Redmond et al., 2004

  6. Foodnet 2008 • U.S. CDC: New methods in communication and education needed to address foodborne illnesses.

  7. From the literature • Using stories and narratives better than statistics alone • Cole, 1998; Cole, 1997; Howard, 1991; Leventhal, 1970; Morgan et al., 2002; Slater and Rouner, 1996

  8. Put food safety into context • Leventhal et al., 1965; Lordly, 2007

  9. Generate dialogue • Ajzen, 1991; Bohm et al., 1993; Dignum et al., 2001; Schein, 1993

  10. Surprising messages • Shannon, 1948

  11. The four R’s of food safety communication • Rapid • Reliable • Relevant • Repeated

  12. Risk communication • Risk communication is two way exchange of information. • Risk communication involves listening to, and interacting with, media, the public, experts, vested interests, and stakeholders. • Risk is value laden.

  13. What makes a good food safety story? • Risk/illnesses/deaths • Unknown • Imports • US: One in four Americans "very worried" by China imports, New York Times, September 19, 2007 • Regulation/government • Trade/politics • Lawsuits

  14. Why did my grandmother overcook pork?

  15. Media’s impact • Covello’s four-hit theory of belief formation • First 48 hours of exposure to a new concept • Opinions are changed to concrete beliefs • Rationalize away conflicting info

  16. Attitude towards behavior Subjective norm Intention Behavior Perceived behavioral control Theory of planned behavior, Ajzen, 1988

  17. Risk communication Scientific Assessment of Risk Public Perception of Risk Information Vacuum • Need to be able to address • What you are doing • Why you have risk reduction practices • Update often • In absence, it gets filled by… whomever Powell, 1997

  18. What does “safe” mean Is it a guarantee? What are consumers’ responsibilities to reduce risk

  19. How to best communicate food safety risks

  20. Common consumer actions Washing meat to remove pathogens Thawing on the counter Cooking until juices run clear Washing produce with soap

  21. The food system

  22. Spinach outbreak 200 people, 26 states, 4 dead

  23. Pathogen Cycle in Vegetable Production (Beuchat, 1998)

  24. Risk Management Cycle Problem/ Context Evaluation Risks Engage Stakeholders Actions Options Decisions

  25. Grower Grower Grower Farmers’ market/ Food terminal Packer Grower/ Packer Retail Outlet Consumer Foodservice Shipper/Dealer Processor Distribution Centre

  26. Measuring behavior indicators • Inspections • Not good indicators Cruz et al., 2001, Jones et al., 2004 • Violations of temperature control most strongly associated with outbreaks • Irwin et al., 1989 • Or just easiest to inspect for (resulting in more violations recorded?) • Self-reported behavior • Significant deviations between stated and actual behavior • DeDonder et al.; 2008; Jay et al., 1999; Clayton and Griffith 2003; Redmond et al., 2004

  27. What do people actually do?

  28. Retail/Food service

  29. Why concentrate on food handlers • Asymptomatic food handlers are problematic • 12% (129 of 1,033) of foodworkers tested positive for Salmonella. Sixty-four (53%) of 121 Salmonella-positive foodworkers reported not having had a recent gastrointestinal illness (Hedberg et al., 2006) • Hepatitis A • Front line individuals responsible for sanitation, preparation, hygiene

  30. Importance of foodservice • In 2008, U.S. food service sales totaled $566 billion (~$0.48 of every food dollar) • NRA, 2009 • Up to 70 per cent of foodborne illnesses are sourced from restaurants • Lee and Middleton, 2003; Jones and Angulo 2006; Olsen et al., 2000; Todd, 1998 • 816 outbreaks 80,682 cases (1927-2006) related to food handlers • Greig et al., 2007 • Lawsuits exceeding $80 million • Buzby, 2003; Marler, 2005

  31. What have we seen food handlers do?Clayton and Griffith, 2004 BFJ • Observation • 115 food handlers, observed on three occasions • 345 observations • 31,050 food safety actions • Hand hygiene mistakes most prevalent • Only 16% of food handlers had correct practices all the time • Not attempted 55% of the time • Leading to cross-contamination potential • Inadequate drying (44%) No use of soap (39%)

  32. Roberts et al., 2008 FPT • 3 hour observation with 177 food handlers • Baseline data • Proper handwashing compliance • 16% washed after handling raw, potentially contaminated foods • 93% dried with paper towel or hand dryer • 36% washed hands for 20 seconds • Cross-contamination • 15% food contact surfaces were cleaned after potential contamination

  33. Video observation at foodservice(Chapman et al., JFP 2010) • Major international foodservice company • Approval by research ethics board • Staff knew there was recording • But didn’t know exactly what for until following the recording

  34. Data collection • Direct cross-contamination • Where a ready-to-eat (RTE) food is potentially contaminated through direct contact with a contaminant or raw food containing a contaminant • Indirect cross-contamination • Where contaminants are passed to RTE food through intermediate objects (such as equipment, food contact surfaces or hands).

  35. Data collection • Handwashing (correct) • Water • Soap • Lather* • Rinse • Drying with paper towel • *length of time and water temperature were left out due to not being evidence-based recommendations (Snyder, 1999).

  36. Results: Mean events per food handler *Significance level (p <.05, 95% CI)

  37. What do food handlers actually do? • Indirect cross-contaminate • Don’t really directly cross-contaminate • Increase risks when busy • Inconsistient hand hygiene • Don’t dry hands (two studies) • Soap use (two studies) • Organizational food safety culture • Definitions of correct handwashing conflict

  38. Foodservice employee profile • Typical employee • Under 30 years of age (52%) • High school graduate or less (65%) • Part-time employee, working average of 24.8 hours/week • Individual with a relatively short job tenure Source: National Restaurant Association, 2006

  39. What do consumers do?

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