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FDA survey focuses on recall responses
Posted on: 6/23/2010
Despite the industry’s efforts to clearly communicate the specific scope of a fresh produce recall — even when no illness have been linked to the recall — consumers in many cases over-react or are unaware of the situation at all. How the media reports on the issue greatly influences consumers’ responses as well. In the hopes of drafting better messages to consumers during recalls, the Food and Drug Administration is preparing a survey, and asking for the industry’s comments on subject. Notice of the pending survey was in the June 18 Federal Register and interested parties have until Aug. 17 to send comments. Ray Gilmer, vice president of communications for Washington, D.C.-based United Fresh Produce Association, said in an e-mail the FDA should be aware that media can distort the agency’s message. Gilmer also said the distinction between retail and foodservice distribution is sometimes lost in the reporting. The FDA can help journalists understand the specificity of food safety actions and make sure the reporting doesn’t generalize or distort the scope of the situation,” Gilmer said. “Also, because so many recalls are precautionary, it’s important to communicate that just because there is a recall that does not suggest there has been an impact on public health.” The agency said the proposed “Survey on Consumers’ Emotional and Cognitive Reactions to Food Recalls” will be undertaken by Joint Institute for Food Safety and Applied Nutrition and the Center for Risk Communication Research at the University of Maryland. In the Federal Register, the agency noted that food recalls have varied effects on consumers. “Existing data show that many consumers do not take appropriate protective actions during a foodborne illness outbreak or food recall,” the notice said. About 40% of U.S. consumers say they have never looked for any recalled product in their home. Some consumers over-react to news of a foodborne illness outbreak or recall, the agency said. “In response to the 2006 fresh, bagged spinach recall which followed a multistate outbreak of Escherichia coli O157:H7 infections, 18% of consumers said they stopped buying other bagged, fresh produce because of the spinach recall,” according to the notice. Emotion apparently plays a big role in consumer reaction, and the agency said that may not always be good. “If a particular food recall engenders widespread anger and the anger is coupled with behavior that is less than desirable from a food safety or nutritional standpoint, it is possible that anger will be the lens through which future food recall situations are viewed, thus resulting in similar undesirable behaviors,” the agency said in the Federal Register. The notice said findings from this study will help FDA understand the emotional response to food recalls and design more effective consumer food recall messages, the agency said.

Article Source: The Packer