Changes in Consumer Knowledge, Behavior, and Confidence Since the 1996 PR/HACCP Final Rule

Presented at Thinking Globally — Working Locally:
A Conference on Food Safety Education

Presented by Sheryl Cates

Orlando, FL
September 18, 2002

Purpose

USDA, FSIS PR/HACCP Final Rule Evaluation Study: Measure changes in consumer knowledge, safe food handling practices, and confidence in the safety of meat and poultry since the PR/HACCP farm-to-table initiatives were implemented.

Existing Data Sources

FSIS-Sponsored Consumer Focus Groups

Reported vs. Actual Behavior

In surveys and focus groups, consumers report that they are more knowledgeable about food safety and have improved certain safe handling practices

However, observation studies show that actual practices often differ from reported practices

Reported Safe Handling Practices:
Clean and Separate
(FDA/FSIS Food Safety Survey)

Reported Safe Handling Practices: Cook
(FDA/FSIS Food Safety Survey)

*Includes non-thermometer owners.

Safe Handling Practices: Chill
(FDA/FSIS Food Safety Survey &
ADA/ConAgra Home Refrigeration Survey)

Knowledge of "High-Risk" Foods, High-Risk Populations, and Pathogens

Perception of meat and poultry as "high-risk" foods has increased

Limited knowledge of high-risk populations

Awareness of pathogens has increased; however, consumers do not always follow practices to minimize pathogens

Awareness of Foodborne Pathogens
(FDA/FSIS Food Safety Survey)

Focus Group Findings on Changes in Consumer Knowledge and Behavior

Reported changes

• Switch from wood to plastic cutting boards
• Defrost foods in refrigerator
• More conscientious about hand washing
• Overcook meat and poultry
• Use food thermometer

Participants attribute behavioral changes to media coverage of food safety

Many participants rely on food labels for food safety information

Audits International
Home Food Safety Study

Acceptable Performance = no critical violations and no more than four major violations

Focus Group Findings on
Changes in Consumer Confidence

• Participants’ confidence in the safety of meat and poultry has increased or remained about the same
• Participants attribute their increased confidence to media coverage of food safety
• Participants think the government is doing an adequate job keeping meat and poultry safe
• Most participants think the government has not improved its performance in the past 5 years

Consumer Confidence in
the Safety of Meat and Poultry

• Most consumers willingly accept responsibility for ensuring that the food they eat is safe
• Most consumers are confident that the meat and poultry they prepare at home is safe to eat
• Consumers worry more about how meat and poultry are handled prior to purchase than about how they handle it at home
  • Believe foodborne illness originates in food processing plants and restaurants, not their homes
  • Concerns about antibiotic residues
  • Concerns about food transportation

Conclusions (I)

• Consumers’ reported knowledge and use of safe handling practices have increased; however, when observed consumers do not always follow safe practices
• Although the self-reported use of some practices has increased, additional improvements are warranted
  • Food thermometer use
  • Safely storing leftovers
  • Safely thawing meat/poultry

Conclusions (II)

• Consumers have some knowledge about foodborne pathogens, "high-risk" foods, and high-risk populations, but their knowledge is sometimes wrong or incomplete
• Consumer confidence in the safety of meat and poultry has increased or remained about the same
• Consumers are satisfied with the government’s performance at ensuring the safety of meat and poultry