Thermy™ Campaign Success Stories

(Thermy™ graphic and tag line, "It's Safe to Bite When The Temperature is Right!")

1998 FDA/FSIS Consumer Food Safety Survey

• Less than 50% of American cooks own a food thermometer

• Only 3% use a food thermometer to check hamburgers

Science-based Research

• Kansas State University studies and USDA/Agricultural Research Service study show:

• 1 out of 4 hamburgers turns brown before it’s been cooked to a safe internal temperature (160 ºF)

• Cooking by color is misleading

(photo of hamburgers cooked to different temperatures under different circumstances, showing premature browning and persistent pink color

FSIS Focus Groups

1998 Barriers that Limit Consumers’ Use of Thermometers (Macro study)

Kick-Off Event

(photo of press conference, Washington, DC, May 2000; Chef Ron DeSantis, Culinary Institute of America with Thermy™)

Public Service Announcement

• Distributed via satellite

• Mailed to 600 TV Stations

• Mailed to Cable Stations

(PSA available at http://www.fsis.usda.gov/OA/thermy/action.htm)

Thermy™ Web Site

http://www.fsis.usda.gov/thermy

(image of home page)

Thermy™ Kit of Materials (English and Spanish)

Sent over 100,000 to schools, cooperative extension, the media, and other partners

Thermometer Industry Embraces Thermy™

To date, 10 companies using Thermy™ in packaging and product information.

(photo of in-store display of food thermometers, featuring Thermy™)

Grocery Store Partners

(Thermy ™ brochures customized with store name and printed by Schnucks and Wegmans)

Jewel-Osco Celebrates National Food Safety Education Month ^(SM)

Photo of Thermy™ greeting customers)

Giant Food In-Store Promotions

(Thermy™ with a Giant Food employee who is conducting a cooking demonstration)

H-E-B Grand Opening of Quality Assurance Lab

(photo of Thermy™ with Fred Reimers, Manager, Food Safety; taken in San Antonio, Texas)

Thermy^TM Visits State and Local Fairs

• New Mexico

• Kentucky

• Illinois

• Maryland

• New York

(Thermy™ greets two women and a toddler in a stroller.)

Local Puppet Show and CD-ROM!

"Thermy™ Fights BAC®"

Joan Bernard (pictured), Livingston County
Eat Smart New York
Cornell Cooperative Extension

Thermy™ Visits Puerto Rico

(photo - Kick-off parade for Agriculture Week celebrations)

Macy*s Thanksgiving Day Parade

(photo - Power Panther™, Thermy™, and BAC appeared in the Macy's Thanksgiving Day Parade, along with Smokey Bear™ and Woodsy Owl™, greeting two million spectators along the parade route in New York City.)

Thermometer Sales

• Average sales increased ~10% each year (since 2000)

• Variety of new types (digital fork, probe, remote)

• more accessible, user-friendly

Next Steps

• Target food service institutions
  • local restaurants
  • schools
• Use social marketing
  • other audiences

FDA-FSIS Food Safety Survey 2002

• Thermometer usage by main meal cooks increased to 6%

• Healthy People 2010 goals for consumers: Target 10%

Stay tuned...

(Thermy™ says "Thank you!")