Larry “Larry” Goodridge (right, exactly as shown) got it right when he said farmers bear primary responsibility for food safety and they shouldn’t rely on third-party audits, but should retroactively fail my risk analysis course for saying Colorado’s response to the listeria-in-cantaloupe outbreak that killed 36 people "was as close to perfect as we are going to see" and that "Our food supply is one of the safest in the world, if not the safest."

Goodridge, an associate professor of food microbiology at Colorado State University, did follow up by telling the Governor's Forum on Colorado Agriculture yesterday, “But if you were to ask that question of family members who had someone die, they would tell you our food supply is not safe." Lots of people would say the food supply is not safe. Maybe about 48 million of them. Best to keep meaningless rankings out of the equation.

He also said the state could improve by creating a team that activated within hours of an outbreak, and that the government should target spending on high-risk produce — in particular, by educating farmers who grow high-risk produce. More focus on food inspectors isn't likely to significantly improve the system. Larry urged farmers to focus on sanitary practices such as keeping equipment and storage areas clean. He also urged them to educate the public on ways to safely handle produce in the same manner as consumers are advised how to safely handle meat.

As usual, no details were provided on how best to do this so-called education, for farmers or consumers.

Farm Fresh Direct chief executive Jim Knutzon, said he expects the federal government will write more specific regulations for growing cantaloupe and other produce. Then third-party auditors — hired by farms to inspect their operations — will have to check for specific standards called for by the Food and Drug Administration.

I cringe when someone says, ‘food safety is simple.’

A review of existing studies by the U.K. Food Standards Agency found that, although people “are often aware of good food hygiene practices, many people are failing to chill foods properly, aren’t following advice on food labels and aren’t sticking to simple hygiene practices that would help them avoid spreading harmful bacteria around their kitchens.”

Yes, individuals are impervious to risk; been known for decades.

And there’s that word, ‘simple’ again.

I especially cringe when someone says, ‘cooking a hamburger is easy with these simple food safety steps.’

Ho Phang and Christine Bruhn report in the current Journal of Food Protection that in video observation of 199 California consumers making hamburgers and salad in their own kitchens, handwashing was poor, only 4% used a thermometer to check if the burger was safely cooked, and there were an average of 43 cross-contamination events per household.

There’s some good data in the paper about what consumers do in their own kitchens, and the results are an additional nail in the self-reported-food-safety-survey coffin: people know what they are supposed to do but don’t do it.

But what the paper doesn’t address is how to influence food safety behaviors. Instead, the University of California at Davis authors fall back on the people-need-to-be-educated model, without out providing data on how that education – I prefer compelling information – should be provided.

The authors state:

• educational materials need to emphasize the important role of the consumer in
preventing foodborne illness and that foodborne illnesses can result from foods prepared in the home.;

• the gap between the awareness of the importance of hand washing and the actual practice of adequate hand washing should be addressed by food safety educators.

• food safety educators should address the lack of reliability of visual cues during cooking (stick it in -- dp);

• food safety educators should emphasize faucet cleaning with soap and water as a way of preventing cross-contamination; and,

• ignorance about food irradiation point to a further need for education.

The authors do correctly note that program to promote the use of thermometers when cooking burgers, initiated by the introduction of Thermy in 2000, has not been successful. So why do more education?

And the E. coli O157:H7 outbreak in Jack-in-the-Box hamburgers happened in Jan. 1993, not 1994 as stated in the paper; someone should have caught that.

Burger preparation: what consumers say and do in the home
01.oct.11
Journal of Food Protection®, Volume 74, Number 10, October 2011 , pp. 1708-1716(9)
Phang, Ho S.; Bruhn, Christine M.
http://www.ingentaconnect.com/content/iafp/jfp/2011/00000074/00000010/art00017
Abstract:
Ground beef has been linked to outbreaks of pathogenic bacteria like Escherichia coli O157:H7 and Salmonella. Consumers may be exposed to foodborne illness through unsafe preparation of ground beef. Video footage of 199 volunteers in Northern California preparing hamburgers and salad was analyzed for compliance with U.S. Department of Agriculture recommendations and for violations of the U.S. Food and Drug Administration's Food Code 2009. A questionnaire about consumer attitudes and knowledge about food safety was administered after each filming session. The majority of volunteers, 78%, cooked their ground beef patties to the Food Code 2009 recommended internal temperature of 155°F (ca. 68°C) or above, and 70% cooked to the U.S. Department of Agriculture consumer end-point guideline of 160°F (ca. 71°C), with 22% declaring the burger done when the temperature was below 155°F. Volunteers checked burger doneness with a meat thermometer in 4% of households. Only 13% knew the recommended internal temperature for ground beef. The average hand washing time observed was 8 s; only 7% of the hand washing events met the recommended guideline of 20 s. Potential cross-contamination was common, with an average of 43 events noted per household. Hands were the most commonly observed vehicle of potential cross-contamination. Analysis of food handling behaviors indicates that consumers with and without food safety training exposed themselves to potential foodborne illness even while under video observation. Behaviors that should be targeted by food safety educators are identified.
 

Maybe I’m losing something in translation, but Xinhua reports that experts in China have called for strengthening moral education to ensure food safety following a string of scandals in recent months.

Zhao Chenggen, an expert at the School of Government at Peking University, said on Wednesday that to promote moral education is conducive to urging food producers to place a higher value on public health.

Under the influence of moral cultivation, food producers could enhance their subjective consciousness to resist ill-gotten gains through adding toxic materials into food, he said.

"Moral decline in the food industry is more terrible than that in social communications," said another expert, Xu Yaotong, a professor of political science at the National School of Administration.

Premier Wen Jiabao said, "A country without the improved quality of its people and the power of morality will never grow into a mighty and respected power.”

Wen said that advancing the moral and cultural construction would help safeguard normal production, life and social order, as well as to eradicate the stain of swindling, corruption and other illegal conduct.

Toronto-based Blue Rodeo’s Five Days in July was my favorite album of 1993 (at least the first 6 tunes). The song, Hasn’t Hit Me Yet, remains evocative. I got to meet-and-greet the band at one of those corporate concert thingies when they performed for the Canadian Council of Grocery Distributers in 2003.

Chapman got to see them last night somewhere in North Carolina (right, exactly as shown). About 100 people showed up.

I talk about good music because it makes me smile. When I hear about how people want to educate consumers, it makes me frown.

Some people write in peer-reviewed journals, some people pontificate. Me and Chapman and some Blue Rodeo groupies have written several papers about how to get the attention of food handlers, at home, in food service or on the farm, in the same way a catchy tune gets peoples’ attention.

Others say, educate consumers.

Kansas State University meat scientist James Marsden says he hears it over and over again – that there’s a need to better educate consumers about proper food handling and cooking. Such an effort could go a long way in minimizing the risk of foodborne illness.

Maybe Marsden should listen to other folks. Marsden did acknowledge, that food safety is everyone’s responsibility – from the producer to the processor to the consumer.

I’m all for providing food safety information in a compelling, creative and critically-sound manner. However education is something people do themselves.

Lewis Lapham wrote in Harper’s magazine in the mid-1980s about how individuals can choose to educate themselves about all sorts of interesting things, but the idea of educating someone is doomed to failure. Oh, and it’s sorta arrogant to state that others need to be educated; to imply that if only you understood the world as I understand the world, we would agree and dissent would be minimized.

These may be subtle semantics – to communicate with rather than to; to inform rather than educate – but they set an important tone.

I know this is repetitive. Guess it hasn’t hit me yet.