role/responsibility of the educator what works, what is falling through the cracks christine m....

Role/Responsibility of the EducatorRole/Responsibility of the Educator

What Works, What is Falling What Works, What is Falling Through the CracksThrough the Cracks

Christine M. Bruhn, Ph.D.Christine M. Bruhn, Ph.D.

Director, Center for Consumer ResearchDirector, Center for Consumer Research

University of California, DavisUniversity of California, Davis

Educational ProgramsEducational Programs FDAFDA USDAUSDA State Cooperative Extension UnitsState Cooperative Extension Units

General populationGeneral population Specific groups Specific groups

Food IndustryFood Industry Food Safety Interest GroupsFood Safety Interest Groups

Educational ProgramsEducational Programs Reflect expanding scientific knowledge

Who, Why, When & Where of Food PoisonsWho, Why, When & Where of Food Poisons(And What to do About Them) (And What to do About Them)

FDA Consumer, 1982FDA Consumer, 1982Salmonella – May be found in raw meats, poultry and eggsSalmonella – May be found in raw meats, poultry and eggs Handle food in a sanitary mannerHandle food in a sanitary manner Thorough cooking of foodsThorough cooking of foods Prompt and proper refrigeration of foodPrompt and proper refrigeration of food

Staphylococcal food poisoning – toxin when food is kept at room Staphylococcal food poisoning – toxin when food is kept at room temperature too long temperature too long

Sanitary food handling practicesSanitary food handling practices Prompt and proper refrigerationPrompt and proper refrigeration

E Coli O157:H7 – not mentionedE Coli O157:H7 – not mentioned

Landmark EventsLandmark Events 1993 1993 E coliE coli O157:H7 in hamburger O157:H7 in hamburger 1994 1994 E coliE coli declared an adulterant. Monitoring declared an adulterant. Monitoring

program beganprogram began 1994 Safe food handling labels required on raw 1994 Safe food handling labels required on raw

meat, poultrymeat, poultry People are advised to cook ground beef until it is People are advised to cook ground beef until it is

brown and juices run clearbrown and juices run clear 1997 FSIS advised consumers to use meat 1997 FSIS advised consumers to use meat

thermometer. Don’t rely on colorthermometer. Don’t rely on color

Educational ProgramsEducational Programs Reflect expanding scientific knowledgeReflect expanding scientific knowledge

Are refined by knowledge of how Are refined by knowledge of how people learnpeople learn

Are tested with the target audienceAre tested with the target audience

Landmark EventsLandmark Events 1997 Partnership for Food Safety Education 1997 Partnership for Food Safety Education

foundedfounded

Not-for-profit organization of government Not-for-profit organization of government agencies, food industry, nutrition/food safety agencies, food industry, nutrition/food safety professional societies, consumer groupsprofessional societies, consumer groups

Mission: Educate consumers using 4 simple Mission: Educate consumers using 4 simple practices to protect themselves from bacteria practices to protect themselves from bacteria (BAC) and reduce risk of foodborne illness(BAC) and reduce risk of foodborne illness

Check

Clean

Cook

Separate

Chill

Throw away

PartnershipPartnership Uses consumer-tested Information and graphicsUses consumer-tested Information and graphics

Messages developed through public opinion Messages developed through public opinion research and expert scientific and technical review research and expert scientific and technical review

Messages sent through mass media, public Messages sent through mass media, public service announcements, the Internet, point-of-service announcements, the Internet, point-of-purchase, and school and community initiatives. purchase, and school and community initiatives.

Materials used nationwide by public health, Materials used nationwide by public health, nutrition, food science, education and special nutrition, food science, education and special constituency groupsconstituency groups

Information

Targeted

To Specific

Audiences

2001-2004

USDA

Funded

multistate

Research

project

2003

People Do Not Follow RecommendationsPeople Do Not Follow Recommendations

Forget to wash hands before cookingForget to wash hands before cooking 9% 1999 10% 20029% 1999 10% 2002

Not wash plate between raw and cooked food Not wash plate between raw and cooked food 18% 1999 18% 200218% 1999 18% 2002

Change the kitchen cleaning cloth/sponge at least Change the kitchen cleaning cloth/sponge at least weeklyweekly

29% 1999 29% 200229% 1999 29% 2002 Use a meat thermometer to check donenessUse a meat thermometer to check doneness

22% 1999 25% 200222% 1999 25% 2002

42% report having a refrigerator 42% report having a refrigerator thermometer thermometer

Cody & Hogue, 2003

Practices Persons With HIV Practices Persons With HIV Will FollowWill Follow

0% 20% 40% 60% 80% 100%

Use Thermometer

Avoid Unheated Lunch Meats

Avoid Soft Cheeses

Avoid Raw Shellfish

Avoid Rare Gd. Beef

Wash Hands

Currently Definitely Probably Probably NOT

Barriers to Safe HandlingBarriers to Safe Handling Messages not heard by everyoneMessages not heard by everyone Program funding is targeted to specific Program funding is targeted to specific

groups and is short termgroups and is short term People have to take the initiative and seek People have to take the initiative and seek

informationinformation People think they are already People think they are already

knowledgeableknowledgeable Time delay between unsafe behavior and Time delay between unsafe behavior and

getting sick getting sick

Barriers to Safe HandlingBarriers to Safe Handling People don’t follow recommendationsPeople don’t follow recommendations

Optimistic biases – doesn’t affect themOptimistic biases – doesn’t affect them

Too busyToo busy

Not convenience – thermometerNot convenience – thermometer

Not necessaryNot necessary

Taste preferencesTaste preferences

Food Safety Education Food Safety Education TodayToday

Education focuses on 4 - 6 behaviorsEducation focuses on 4 - 6 behaviors Guidelines are clearGuidelines are clear Recommendations are specific by age and Recommendations are specific by age and

health conditionhealth condition Messages are presented nationwide, but Messages are presented nationwide, but

consumers don’t know all the specificsconsumers don’t know all the specifics People don’t follow all the recommendationsPeople don’t follow all the recommendations Education alone is not sufficientEducation alone is not sufficient