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FOODBORNE ILLNESS OUTBREAK SIMULATION WORKSHOP

FOODBORNE ILLNESS OUTBREAK SIMULATION WORKSHOP. Introductions. Expectations. Everyone will be working together in their respective groups Each group will have different issues to address and deal with Overall the goal is for the group to work together through a crisis situation.

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FOODBORNE ILLNESS OUTBREAK SIMULATION WORKSHOP

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  1. FOODBORNE ILLNESS OUTBREAK SIMULATION WORKSHOP

  2. Introductions

  3. Expectations • Everyone will be working together in their respective groups • Each group will have different issues to address and deal with • Overall the goal is for the group to work together through a crisis situation

  4. You will be working together and role playing • Groups: • Producers • Commodity Associations and Organizations • Other participants: • Media • Regulators

  5. PRODUCERS

  6. Producer group 1: Tarheel Acres Growers • Conventional, organic, transition organic • Piedmont • Large packing facility • Pack for neighboring farms • Repack imports • Mainly wholesale, Carrboro Farmers’ Market • Peppers, fresh round tomatoes, strawberries, melons

  7. Producer group 2: Plott Hound Creek Farms • Small-ish farmer • Conventional production mainly • Newton Grove • Direct market foodservice, wholesale and direct-to-store • Fresh round tomatoes, peppers, strawberries, sweet corn

  8. Producer group 3: Rising Sun Farms • Conventional • Medium size farm • Goldsboro • Mainly wholesale, Raleigh Farmers’ Market • Tomatoes, peppers, and melons • Chicken houses adjacent to field

  9. Commodity Associations and Organizations • Tomato Growers Association • NC Vegetable Growers Association • Tomato Council • United Fresh Produce Association

  10. Media -- Our journalistic team • News and Observer • Charlotte Observer • CNN • Perez Hilton • Late night television • WRAL • Twitter • Yahoo News

  11. August 15, 2011 -- Press release • NC Department of Health says “There are an increased number of illnesses which are linked together with a genetic fingerprint” • Salmonella Poona • 24 illnesses in NC • CDC has been dispatched

  12. AUGUST 17, 2011 -- MORE INFORMATION TRICKLES OUT • Not just NC • Buncombe Co Health Department says “appears that they are linked to fast food” • TN Department of Health says “may be associated with Mexican restaurants” • TN, SC, GA -- all genetic matches • National conference call

  13. August 19, 2011 Salmonella -- TN Health department its tomatoes • What do you do? • Who do you call? • What kind of things do you do to assess your system? • What do you release to the media?

  14. August 20, 2011 -- Press conference • Announced that it is tomato-linked • Mike Taylor, FDA food safety czar • "It is always an upset to the industry when we have to put consumer advice out like this, but . . . we don't know which tomatoes are causing the illnesses; and we don't want to wait until we find out and then learn that people were getting sick.”

  15. What else happens? • Media attention • Blogs, Twitter, Youtube • Increased testing of tomatoes • Buyer questions??? • Local demand? • Tomato sales decrease

  16. Damage Control • Plott Hound Creek Farms • Increase in traffic on farm • Consumers talking about how the outbreak scares them from purchasing at large stores • Tarheel Acres Growers • Contact neighboring farms to confirm they are using GAPs • Increase in demand for tomatoes at Farmer’s market • Lots of discussion from customers

  17. Industry investigations -- Looking for the source • Discuss your distribution chain • How do you prove it is not your farm? • Documentation? • Where has your product gone? • Traceability?

  18. August 23, 2011 -- Outbreak has been traced to Tarheel Acres Growers

  19. Class I Recall • Class I is a situation in which there is a reasonable probability that the use of, or exposure to, a violative product will cause serious adverse health consequences or death 19

  20. August 23, 2011 -- Recall • How do you get the product back? • Where did it go? • What documentation do you need? • Other groups roles in this?

  21. NCDA and FDA, conducting the investigation, asks for: • Flow charts • Lab reports • HACCP/SSOP records • Production records • Distribution records

  22. On-farm investigation • Where they might start looking on-farm • Water • Worker health and hygiene • Wildlife

  23. AUGUST 25, 2011 -- MORE INFO ABOUT THE IMPLICATED SITE ARISES… • Importing/repacking • Custom packing for themselves and others • Implicated product went to other dealers

  24. FALL 2011 -- Recovery • Outbreak is over • What’s next? • Who is affected? • What needs to be done to get things back on track?

  25. SO WHAT DOES THIS ALL MEAN? • Be prepared for outbreaks • Have a plan to manage them • Be available • Monitor what people are saying about industry/products • Use non-print methods • Take control of the story

  26. PFGE

  27. Outbreak curve

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