Food Protection Trends - January/February 2018 - 48

also felt a lesser emotional response, or Affect, toward the
consumption of unpasteurized milk. Their relatively low
Current Knowledge scores are consistent with these findings
(Table 3). They believed that the media is biased. They
primarily used Common Information Sources and believed
they have the means and capacity to find and interpret
information as needed. Attitudes toward the consumption
of unpasteurized milk included concern about the cost of milk
products in general, that unpasteurized milk products were not
a healthy choice, and that the government is the appropriate
and responsible advocate for the regulation and monitoring of
milk safety. They made their own decisions about milk choice
and were not influenced by significant others. Most of all, they
agreed that they have access to both the type and quantity of
milk products that they prefer to consume.
The only non-distinguishing construct for the Mental
Model of Milk Consumption, Urban Unpasteurized milk
consumers, was Behavioral Subjective Norms (Fig. 3). Those
in this group were characterized by younger age, greater
representation of Hispanics/Latinos, being unaware they had
ever had a foodborne illness or practiced self care if they had,
and being libertarian and politically neutral. They strongly
disagreed that foodborne illness could be controlled solely by
the immune system and believed that illness from consuming
unpasteurized milk was likely to be serious. They had a low
but positive level of trust in the government to regulate public
health, and they felt some emotion (e.g., Affect) regarding
the consumption of unpasteurized milk. They occasionally
listen to family members about seeking more information
about milk safety, but not when they make the choice about
what type of milk to consume. The perception of their
milk safety knowledge and the perception of their need for
additional knowledge were similar, but when quizzed on
their actual food safety knowledge they scored poorly. This
group strongly felt that the media reports biased information.
Their preference of sources of information about milk safety
consisted of other common information sources used by
the public, such as social media on the Internet. If they need
additional information about milk safety, they felt confident
they could locate it and would be able to understand and use
the information they found.
Attitudes toward milk safety were expressed as concern
about the economics and healthfulness of some forms of
milk products. As unpasteurized milk consumers, they
believed that unpasteurized milk is a healthy choice, but
they continued to believe in the need for government and
the dairy industry to monitor and regulate the safety of
milk sold and consumed. They agreed that they have access
to the type and quantity of milk products they desire to
consume, and they most likely obtained their unpasteurized
milk from grocery markets where sale is legal, or through
herd-share arrangements.
Consumers of pasteurized milk who lived in rural
areas purchased their milk from grocery markets, or if

48

Food Protection Trends January/February

they were dairy producers, consumed their product and
home pasteurized the milk for safety (Fig. 4). As farmers
or residents of areas where milk is produced, they agreed
that they have sufficient access to milk products for their
needs. The only distinguishing characteristic of this group
was their trend to conservatism and libertarianism. They
agreed that unpasteurized milk can lead to serious illness,
but they doubted the ability of the government to protect
or regulate public health. They were worried or angry about
potential health risks from consuming unpasteurized milk
products, even though they do not consume this type of
milk personally. Occasionally, they listen to the opinions
of significant others about their knowledge of milk safety,
have a balanced perception of their knowledge and need for
additional information, and scored well on their knowledge
of food safety measures. They, nevertheless, strongly believed
that the media are biased, did not express a firm preference
for any of the information sources queried on the survey,
and had confidence in their ability to find and understand
milk safety information, should they need it. Attitude
beliefs and evaluations for this milk consumption group
were low concern about the cost and healthfulness of
milk products, and they had a tolerance for the practice
of consuming unpasteurized milk. They believed in the
government and industry's abilities to advocate and regulate
for a safe milk supply.
The rural consumers of unpasteurized milk in this study
most likely produced their milk or obtained it from a
herd-share arrangement (Fig. 5). Legal sales in rural areas
could also have been a source in some states. Regardless,
the respondents agreed they have access to the type and
quantity of milk products they desired to consume. They,
like the urban respondents, were younger and like the urban,
unpasteurized milk group, had notable Hispanic/Latino
representation among the respondents. They either did not
know if they have experienced foodborne illness or if they
did know, then the illness was resolved with self care. They
strongly disagreed that immunity protects from contracting
a foodborne illness and they somewhat agreed that such
illnesses can be serious. They did not trust the government
to protect public health. This attitude was also evident in the
TPB portion of the model, when respondents were asked
if the government or the dairy industry were responsible
advocates for regulation. They did not express Affect about
health risks from consuming unpasteurized milk products.
This group had a balanced perception of their milk safety
knowledge and their need for additional information. When
they seek information, they find it on the Internet or from
family members and friends, and they did not perceive media
to be biased. They expressed belief that the information
they needed would be available and they would be able to
understand the information if located. As consumers of
unpasteurized milk, they believed in the healthfulness of milk
products in general and of consuming unpasteurized milk.



Table of Contents for the Digital Edition of Food Protection Trends - January/February 2018

Assessing the Usage of Food Thermometers at American University Football Tailgates
An Assessment of Potential Heavy Metal Contaminants in Bivalve Shellfish from Aquaculture Zones along the Coast of New South Wales, Australia
Mental Models of Pasteurized and Unpasteurized Milk Product Consumption in the United States
Sanitary Carcass Dressing and Food Safety Practices in South Central U.S. Small and Very Small Establishments Manufacturing Fresh and Not-Ready-to-Eat Pork Products
Beyond the Bio - Joe Frank
PDG Highlight The Dairy Safety & Quality Professional Development Group
General Interest Paper The Role of the European Food Safety Authority (EFSA) in the Fight against Antimicrobial Resistance (AMR)
Industry Products
Coming Events
Food Protection Trends - January/February 2018 - Cover1
Food Protection Trends - January/February 2018 - Cover2
Food Protection Trends - January/February 2018 - 1
Food Protection Trends - January/February 2018 - 2
Food Protection Trends - January/February 2018 - 3
Food Protection Trends - January/February 2018 - 4
Food Protection Trends - January/February 2018 - 5
Food Protection Trends - January/February 2018 - 6
Food Protection Trends - January/February 2018 - 7
Food Protection Trends - January/February 2018 - Assessing the Usage of Food Thermometers at American University Football Tailgates
Food Protection Trends - January/February 2018 - 9
Food Protection Trends - January/February 2018 - 10
Food Protection Trends - January/February 2018 - 11
Food Protection Trends - January/February 2018 - 12
Food Protection Trends - January/February 2018 - 13
Food Protection Trends - January/February 2018 - 14
Food Protection Trends - January/February 2018 - 15
Food Protection Trends - January/February 2018 - 16
Food Protection Trends - January/February 2018 - 17
Food Protection Trends - January/February 2018 - An Assessment of Potential Heavy Metal Contaminants in Bivalve Shellfish from Aquaculture Zones along the Coast of New South Wales, Australia
Food Protection Trends - January/February 2018 - 19
Food Protection Trends - January/February 2018 - 20
Food Protection Trends - January/February 2018 - 21
Food Protection Trends - January/February 2018 - 22
Food Protection Trends - January/February 2018 - 23
Food Protection Trends - January/February 2018 - 24
Food Protection Trends - January/February 2018 - 25
Food Protection Trends - January/February 2018 - 26
Food Protection Trends - January/February 2018 - Mental Models of Pasteurized and Unpasteurized Milk Product Consumption in the United States
Food Protection Trends - January/February 2018 - 28
Food Protection Trends - January/February 2018 - 29
Food Protection Trends - January/February 2018 - 30
Food Protection Trends - January/February 2018 - 31
Food Protection Trends - January/February 2018 - 32
Food Protection Trends - January/February 2018 - 33
Food Protection Trends - January/February 2018 - 34
Food Protection Trends - January/February 2018 - 35
Food Protection Trends - January/February 2018 - 36
Food Protection Trends - January/February 2018 - 37
Food Protection Trends - January/February 2018 - 38
Food Protection Trends - January/February 2018 - 39
Food Protection Trends - January/February 2018 - 40
Food Protection Trends - January/February 2018 - 41
Food Protection Trends - January/February 2018 - 42
Food Protection Trends - January/February 2018 - 43
Food Protection Trends - January/February 2018 - 44
Food Protection Trends - January/February 2018 - 45
Food Protection Trends - January/February 2018 - 46
Food Protection Trends - January/February 2018 - 47
Food Protection Trends - January/February 2018 - 48
Food Protection Trends - January/February 2018 - 49
Food Protection Trends - January/February 2018 - 50
Food Protection Trends - January/February 2018 - 51
Food Protection Trends - January/February 2018 - Sanitary Carcass Dressing and Food Safety Practices in South Central U.S. Small and Very Small Establishments Manufacturing Fresh and Not-Ready-to-Eat Pork Products
Food Protection Trends - January/February 2018 - 53
Food Protection Trends - January/February 2018 - 54
Food Protection Trends - January/February 2018 - 55
Food Protection Trends - January/February 2018 - 56
Food Protection Trends - January/February 2018 - 57
Food Protection Trends - January/February 2018 - 58
Food Protection Trends - January/February 2018 - 59
Food Protection Trends - January/February 2018 - 60
Food Protection Trends - January/February 2018 - 61
Food Protection Trends - January/February 2018 - 62
Food Protection Trends - January/February 2018 - 63
Food Protection Trends - January/February 2018 - 64
Food Protection Trends - January/February 2018 - 65
Food Protection Trends - January/February 2018 - 66
Food Protection Trends - January/February 2018 - 67
Food Protection Trends - January/February 2018 - Beyond the Bio - Joe Frank
Food Protection Trends - January/February 2018 - 69
Food Protection Trends - January/February 2018 - 70
Food Protection Trends - January/February 2018 - PDG Highlight The Dairy Safety & Quality Professional Development Group
Food Protection Trends - January/February 2018 - General Interest Paper The Role of the European Food Safety Authority (EFSA) in the Fight against Antimicrobial Resistance (AMR)
Food Protection Trends - January/February 2018 - 73
Food Protection Trends - January/February 2018 - 74
Food Protection Trends - January/February 2018 - 75
Food Protection Trends - January/February 2018 - 76
Food Protection Trends - January/February 2018 - 77
Food Protection Trends - January/February 2018 - 78
Food Protection Trends - January/February 2018 - 79
Food Protection Trends - January/February 2018 - 80
Food Protection Trends - January/February 2018 - 81
Food Protection Trends - January/February 2018 - Industry Products
Food Protection Trends - January/February 2018 - 83
Food Protection Trends - January/February 2018 - 84
Food Protection Trends - January/February 2018 - 85
Food Protection Trends - January/February 2018 - 86
Food Protection Trends - January/February 2018 - 87
Food Protection Trends - January/February 2018 - Coming Events
Food Protection Trends - January/February 2018 - Cover3
Food Protection Trends - January/February 2018 - Cover4
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