Consumer Food Safety Education. Problems, Perspectives & Proposed Solutions

Transcription

1 + Consumer Food Safety Education Problems, Perspectives & Proposed Solutions Patricia Borrusso, Ph.D. ORISE Fellow FDA Center for Food Safety and Applied Nutrition PFSE Partner Meeting May

2 + Today s Presentation o o o o o Background & Purpose Methods Overview of Results Draft* Proposed Solutions Conclusions & Discussion

3 + Background How do we (continue to) improve behavior? CDC 2014,

4 + Purpose Systematic Literature Review Review consumer food safety campaigns and research from the last 20 years Evaluate the influence of internal and external factors on consumer behavior Provide recommendations for future research and programs to continue to improve consumer food safety

5 + Methods Systematic Literature Review Inclusion Criteria: Published food safety research (N=243) Recent (last 15 years), from similar countries Related to one of the following topics: Consumer knowledge, attitudes, and behavior Communication and behavior theory Design, execution & outcomes of interventions

6 Overview of Results +

7 + Results: Problems & Perspectives Consumer Food Safety Interventions (n=51) Audience 33% Children 33% General 4% Pregnant women Behavior Measurement 20% Observed 69% Self-Reported Length of Intervention 30% One time only Follow Up Period 41% Immediately 26% < 1 month 4% > 6 months Design & Evaluation 49% Single group, Pre/Post test 28% Multi group, Non-randomized 14% Non-equivalent controls 16% Randomized, controlled trials

8 + Results: Summary Impact & Limitations Interventions can impact consumer knowledge and behavior + Almost all report some positive outcomes (pub. bias ) But + Exact relationships between these factors are not clear Limitations Lack Randomization Short Interventions & Follow-up Inadequate Controls Few Direct Observations

9 + Results: Summary Key (?) Behavioral Influences Knowledge How? When? Why? Risk Perceptions Will it make me sick? How sick? Environment/Access Is it easy? Are there environmental cues? How much does it cost? Is everyone I know doing it? The Message Is it from a credible source? Does it apply to me? Does it contradict other things I ve heard?

10 + Draft* Proposed Solutions

11 + Draft* Proposed Solutions Utilize Trusted Sources Ability to persuade an audience is directly related to how credible the audience thinks the source is Where do consumers go for food safety information? *Does not represent official FDA position

12 + Draft* Proposed Solutions Utilize Trusted Sources TRUST Suggested Approach*: Utilize Trusted Sources Low Med. High Ability to Food persuade industry an audience is directly related to Low how credible (not labels) the audience thinks the source is Government School teachers Health care professionals USE Who do people trust? Med High Culinary sources Friends & Family Television Print media Food industry (labels only) *Does not represent official FDA position

13 + Draft* Proposed Solutions Develop Positive Food Safety Culture Environment (usually workplace) with social norms centered on food safety Respect for food-related risks Motivation to handle food safely Interest and Involvement Safe food-handling behavior How to translate for the consumer? *Does not represent official FDA position

14 + Draft* Proposed Solutions Develop Positive Food Safety Culture "I feel bad for them... They'll never be able to appreciate the true flavor..." Environment (usually workplace) with social norms centered on food safety "Sorry mate, we're out of steak." Respect for food-related "WHY! risks Why don't you Motivation just eat a to burger!" handle food safely Interest and Involvement Safe foodhandling "Sorry. behavior How to translate for the consumer? /boston-chefs-on-customers-who-ordersteak-well-done

15 + Draft* Proposed Solutions Develop Positive Food Safety Culture "I feel bad for them... They'll never be able to appreciate the true flavor..." "Sorry mate, we're out of steak." Respect for food-related "WHY! risks Why don't you Motivation just eat a to burger!" handle food safely Interest and Involvement Safe foodhandling "Sorry. behavior Environment (usually workplace) with social norms centered on food safety How to translate for the consumer? /boston-chefs-on-customers-who-ordersteak-well-done Why are so many people so afraid of their food? Wash your chicken or don t wash it. I don t care. If you re too busy to wash your own lettuce and buy the pre-washed packaged stuff, that s probably more of a risk than rinsing a chicken in your sink.

16 + Draft* Proposed Solutions Develop Positive Food Safety Culture "I feel bad for them... They'll never be able to appreciate the true flavor..." "Sorry mate, we're out of steak." Respect for food-related "WHY! risks Why don't you Motivation just eat a to burger!" handle food safely Interest and Involvement Safe foodhandling "Sorry. behavior Environment (usually workplace) with social norms centered on food safety How to translate for the consumer? /boston-chefs-on-customers-who-ordersteak-well-done Why are so many people so afraid of their food? Wash your chicken or don t wash it. I don t care. If you re too busy to wash your own lettuce and buy the pre-washed packaged stuff, that s probably more of a risk than rinsing a chicken in your sink.

17 + Draft* Proposed Solutions Improve Convenience How can we continue to make recommended behaviors easier for the consumer? The only way I would ever use [a food thermometer] is if it were as convenient as not using one (FSIS Focus group, 2001) ngester *Does not represent official FDA position

18 + Draft* Proposed Solutions Appeal to Emotions Guilt, Fear, Disgust, etc. Strong Negative Emotions + Self-Efficacy Behavior Change Not for everyone Or is it? *Does not represent official FDA position

19 + Draft* Proposed Solutions Appeal to Emotions Successful in other areas of Public Health *Does not represent official FDA position

20 + Draft* Proposed Solutions Appeal to Emotions Becoming more popular for food safety *Does not represent official FDA position LGMA Training Video Features Foodborne Illness Victims

21 + Draft* Proposed Solutions Program Development & Evaluation Novel approaches, settings and communication strategies Example: Supermarkets, workplace, church group Rigorous studies to clarify influence of internal and external factors on consumer behavior Publicly available/easy to find information about consumer food safety interventions *Does not represent official FDA position

22 + Conclusions Here s the thing about consumer behavior It s not simple, Or random But it can be improved.

23 + Conclusions Here s the thing about consumer behavior It s not simple, Or random But it can be improved. How? Cater to the needs of your audience Make food safety easy and socially acceptable Appeal to emotions Share your findings & experiences (positive and negative)

24 + Thank you! To everyone who has helped with this project, especially Sharmi Das, Amy Lando, Marjorie Davidson, Alan Levy, Howard Seltzer, Louise Dickerson, Maria Malagon, Christine Prue, and Shelley Feist

25 + EXTRA SLIDES AND MATERIAL

26 + Background Consumer Food Safety Education Final defense against foodborne illness For the information to have the intended effect (improve behavior), the consumer must: Be exposed to the message, Believe the message applies to them, Listen to the entire message, Understand the message, Agree with the message, and finally, Act as the message suggests. Many steps between message creation & behavior change

27 + Background Consumer Attitudes Don t think about food safety regularly Believe food prepared at home is safe Low benefit perception Risk & Susceptibility

28 + Results: Problems & Perspectives Hand Hygiene Behavior Results Use soap o xxx 20 s or longer Dry

29 + Results: Problems & Perspectives Hand Hygiene Behavior General Specific Use soap 20 s or longer Dry Contributing Factors Know what to do Understand why Risk perception Aware when behavior is needed Access Convenience Social Norms/Environment

30 + Results: Problems & Perspectives Hand Hygiene Behavior General Specific Use soap 20 s or longer Dry Contributing Factors Know what to do Understand why Risk perception Aware when behavior is needed Access Convenience Social Norms/Environment

31 + Results: Problems & Perspectives Refrigerator Temperature & Storage Behavior Results Keep temp. 40 o xxx Store leftovers right away Prevent XC in refrigerator

32 + Results: Problems & Perspectives Refrigerator Temperature & Storage Behavior Keep temp. 40 Contributing Factors Know what to do Understand why Store leftovers right away Risk perception Aware when behavior is needed Access Prevent XC in refrigerator Convenience Social Norms/Environment

33 + Results: Problems & Perspectives Cleaning and Sanitizing Behavior Results Use proper sanitizers o xxx Clean kitchen surfaces and appliances Prevent XC from sponges and cloths

34 + Results: Problems & Perspectives Cleaning and Sanitizing Behavior Use proper sanitizers Contributing Factors Know what to do Understand why Clean kitchen surfaces and appliances Prevent XC from sponges and cloths Risk perception Aware when behavior is needed Access Convenience Social Norms/Environment

35 + Results: Problems & Perspectives Cleaning and Sanitizing Behavior Use proper sanitizers Contributing Factors Know what to do Understand why Clean kitchen surfaces and appliances Prevent XC from sponges and cloths Risk perception Aware when behavior is needed Access Convenience Social Norms/Environment

36 + Who, What, When, Where, How? Characteristics of consumer food safety interventions (n=51) 46 out of 51 studies conducted by academic or community educators (Extension, WIC, EFNEP, etc.) Target Audiences: 33% Children (< 18 years old) 33% Healthy Adults (18-55 years old) 16% Vulnerable Populations * 14% Low-Income Consumers 15% Parents and Teachers 4% Racial/Ethnic Minorities

37 + Who, What, When, Where, How? Characteristics of consumer food safety interventions (n=51) 20 Different education topics covered (% studies) Most frequent + 41% Hand Washing + 33% Cook + 20% Chill + 18% Clean + 16% Separate Least frequent + 8% Incidence of foodborne illness + 6% Description of foodborne illness + 6% Debunk myths + 2% Don t wash raw meat

38 + Who, What, When, Where, How? Characteristics of consumer food safety interventions (n=51) Intervention Setting + 46% in Schools (incl. college campuses) + 22% Outreach/Passive Education + 21% Class (structured lessons) + 12% Modified environment Length of Intervention and Follow-up Period + 30% One day 15% 2-7 days + 41% Immediate follow-up 26% Within 4 weeks + 1 study included a follow-up period longer than 6 months*

39 + Who, What, When, Where, How? Characteristics of consumer food safety interventions (n=51) Sample Size 29% < 100 subjects 45% % % > % Measure Behavior 20% Observed 69% Self-Report 12% Intentions Study Design 55% Single group 6% Retrospective Pre-test/Posttest* 28% Quasi-Experimental 14% Non-equivalent control* 16% RCTs 2% Field

40 + Draft* Proposed Solutions More Specific, Targeted Information Personally relevant Lack specific knowledge vs. Lack general knowledge Specific Info Here Specific Info Here Audience clusters Not homogeneous *Does not represent official FDA position

41 + Draft* Proposed Solutions More Specific, Targeted Information Personally relevant Lack specific knowledge vs. Lack general knowledge Specific Info Here Specific Info Here Audience clusters Not homogeneous Hard-to-Reach Groups Intentionally refuse: Raw milk advocacy Unable: Physical or economic barriers *Does not represent official FDA position

42 Role of the Food Industry Suggested* Environmental Interventions Design reusable grocery bags that improve consumer safety with each use Print tips and reminders on the inside to encourage safe use: Wash regularly Designate for food Store in a cool, dry place (not the car!) *Does not represent official FDA position

43 Role of the Food Industry Suggested* Environmental Interventions Advertise food safety items with strategically placed displays and promotional themes Food thermometers available in the meat department Refrigerator thermometers hanging on cold storage doors One-stop shopping for safety display with all related items: Thermometers Plastic wrap and storage containers Cleaning products, sponges Hand soap *Does not represent official FDA position

44 Role of the Food Industry Suggested* Environmental Interventions Provide more visual cues to remind customers to always keep raw meat separate from other food While shopping: Clearly designate raw food-only areas in shopping carts (removable or fixed bin) In the meat department: Disposable plastic bags and sanitizer + Explanation some consumers don t know that this is for At checkout: Clearly designate raw food-only bags at checkout (different color, design, etc.) *Does not represent official FDA position

45 Role of the Food Industry Suggested* Environmental Interventions Incorporate food safety outreach with existing nutrition programs Many stores have an RD to plan nutrition education activities There is a need to evaluate this same approach for retail food safety, for example: Cooking demonstrations to teach safe food-handling Food safety tips and reminders throughout the store Develop and share recipes that include safe handling instructions Engage with the community *Does not represent official FDA position

46 PFSE Recap: 20 stories most success call for the blog, ever! WHD page #1 most visited on fightbac.org on April 7 th 40 new social followers (big for us ) Many stories got 100+ views each Let s check them out.

47

48

49

50

51

52 United States Department of Agriculture of Food Safety Research Information Office (FSRIO) USDA/ARS National Agricultural Library

53 United States Department of Agriculture A Congressionally Mandated Program The Mission of FSRIO is to : Support the needs of the research community Provide information on publicly funded, and to the extent possible, privately funded food safety research initiatives for the purpose of: preventing unintended duplication of food safety research assisting the executive and legislative branches of the Government and private research entities to assess food safety research needs and priorities

54 United States Department of Agriculture of FSRIO Program Staff A team of food safety experts who support the research community by collecting, organizing and disseminating food safety research information We make information available to the public through our online tools and outreach efforts

55 United States Department of Agriculture Target Audience Food safety research community Key Information Products Food Safety Research Projects Database Research Publication Feeds

56 United States Department of Agriculture Research Projects Database Extensive collection of food safety research projects across agencies and organizations Showcases over 8,800 projects funded by U.S. and international government agencies, and private organizations

57 United States Department of Agriculture Research Projects Database Research Project Funding Agencies

58 United States Department of Agriculture Research Projects Database: Categories Food Safety Farm To Table Food Pathogens of Public Health Concern Food Commodity On Farm Food Toxoplasma gondii Poultry Epidemiology Risk Assessment Pathogen Biology Sanitation & Pathogen Control Education and Training Production Food Processing Food Transport Retail and Food Service Consumer Norovirus Listeria monocytogenes Escherichia coli O157:H7 Clostridium perfringens Campylobacter spp. Salmonella spp. Eggs Beef Dairy Pork Seafood Produce, Grain, Bean Beverage

59 United States Department of Agriculture Food Safety Categories Sanitation and Pathogen Control Risk Assessment Plant Science & Plant Products Pathogen Biology On-Farm Food Safety Methodology Government Policy and Regulations Food Quality Characteristics Food Defense and Security Food and Food Products Food and Feed Handling and Processing Food and Feed Composition and Characteristics Facilities and Sites Epidemiology Education and Training Diseases and Allergies Contaminants and Contamination

60 United States Department of Agriculture Farm-to-Table Categories Number of NIFA Projects Number of Projects Consumer Retail and Food Service Food Transport Food Processing On Farm Food Production

61 United States Department of Agriculture Research Projects Database 2014 Users 33,954 23,607 21, ,325 3, Session Users Pageviews USDA Universities Overall 6,040

62 United States Department of Agriculture Research Publication Feeds Provides ready access to the latest food safety research publications, including ahead of print. Publications generated by these feeds are grouped by: Journal Subject

63 United States Department of Agriculture Research Publication Feeds 57 Peer Reviewed Journals 30 Subjects Journal of Agricultural and Food Chemistry International Journal of Food Microbiology Journal of Food Protection Emerging Infectious Diseases PLoS One Bacterial Pathogens Chemical Contaminants Natural Toxins Parasites Viruses

64 United States Department of Agriculture Research Publication Feeds 2014 Users 28,496 16,519 14,814 8,635 2,025 1,855 4, Session Users Pageviews USDA Universities Overall 232 1,324 events (clicks/searches)

65 United States Department of Agriculture Subject Specific Food Safety Resources Other tools developed based on stakeholder surveys: Outbreak Surveillance Feed and Resources Interactive Map of Global Food Safety Website: Contact: Wendy Davis,

66 United States Department of Agriculture of Appendix

67 United States Department of Agriculture Research Projects Database Food Pathogens of Public Health Concern Toxoplasma gondii Norovirus Listeria monocytogenes Escherichia coli O157:H Clostridium perfringens 46 Campylobacter spp. 402 Salmonella spp

68 United States Department of Agriculture Research Projects Database Projects by Food Commodity Beverage Produce, grain, bean Seafood Pork Beef Eggs Dairy Poultry

69 United States Department of Agriculture

70 United States Department of Agriculture

71 United States Department of Agriculture

72 United States Department of Agriculture

73 United States Department of Agriculture