Food Protection Trends - February 2009 - 90

reaching unprecedented levels thus compounding negative consumer perceptions about food related issues. In order to effectively communicate and reach target audiences in this medium, new and innovative techniques must be employed. The proposed panel will share real-world examples of information dissemination. Lessons in Outbreak Communication: A Consumer Perspective ArNoUT FISCHEr, Wageningen University, Social-Sciences, Marketing and Consumer Behaviour, Hollandseweg 1, 6706 kN, Wageningen, The Netherlands Consumer risk perceptions is not necessarily the same as an economic weighing of risks and benefits. Consumers tend to be risk averse, tend to estimate catastrophic, unnatural or involuntary risks as larger, while personal lifestyle risks tend to be underestimated. When perceiving risks consumers may include “illogical” arguments such a fairness (for example demanding lower risks for vulnerable population groups), animal welfare and integrity of nature. Failure to integrate such psychological elements in risk communication by governments may lead to diminished trust, and neglecting the message. In the case of outbreaks, standard risk communication has to be temporarily replaced by crisis communication. While consumers accept mistakes during a crisis situation, they demand transparent, professional and quick assessment and communication that can only follow from thorough pro-active development of communication during a crisis. Crisis follow up should provide additional information to provide context for the information provided during the crisis. Several cases will be discussed to illustrate consumer information needs and wants and how risk management practices have dealt with these. Poultry contamination with Campylobacter will be compared to Salmonella contamination; comparing expert with consumer perspective. The risk management practices in the outbreaks of Foot and Mouth Disease and BSE will be discussed from a consumer perspective. EFSA’s Role in Risk Communication in Europe kArEN TAlBoT, European Food Safety Authority, largo N. Palli, 5/A I-43100 Parma, Italy This presentation will introduce EFSA’s communications work within the context of the Authority’s overall mandate covering both risk assessment and risk communications, underpinned by EFSA’s key values: openness and transparency; excellence in science; independence; and responsiveness. The purpose of EFSA’s risk communications activities - to provide appropriate, consistent, accurate and timely communications on food safety issues, to all stakeholders and the public at large, based on the Authority’s risk assessment and scientific expertise – will be explained and illustrated. The importance of understanding consumer perception and bridging the gap between science and the consumer will be explored. As will the importance for EFSA of working coherently within a European food safety system with key partners. The related opportunities and challenges of risk communications in a system where EFSA provides independent scientific advice and there is a separation of risk assessment and risk management will also be addressed. Case histories will be used to illustrate EFSA’s approach to risk communications. One example will be animal cloning, which highlights the challenges of high profile scientific uncertainty and the importance of public/stakeholder engagement. It also raises the challenges of separating EFSA’s independent scientific work from both wider ethical/ societal issues and the work of risk managers, particularly when under intense media and stakeholder scrutiny. This and other examples will be used to illustrate how EFSA works to deliver appropriate, consistent, accurate and timely communications based on the best available scientific advice. The presentation itself will hopefully simply provide the basis for a two-way exchange of ideas and experience. Real Example of Incident: A Consumer Point-of-View CArolINE SmITH DEWAAl, Center for Science in the Public Interest, 1875 Connecticut Ave. NW, Suite 300, Washington, D.C. 20009-5728, USA Foodborne illness outbreaks make media headlines no matter where they occur, whether in the United States, Europe, or Asia. yet the effectiveness of the messages issued by government agencies, industries, consumer associations and the media itself is seldom reviewed. Within the risk analysis framework adopted by the World Health Organization and the Food and Agriculture organization of the United Nations, risk communication is on equal footing with both risk assessment and risk management, yet it has gotten much less attention. For most countries, risk communication is an essential food safety tool, especially when preventative control systems are lacking or ineffective. Government agencies utilize product recall notices and consumer alerts frequently, and much more study to increase their effectiveness is warranted. In the US, repeated outbreaks and recalls have contributed to declining consumer confidence in the food supply, much as the BSE outbreak did for European consumers over a decade ago. This paper will illustrate the risk communication challenges related to a recent US meat recall, with discussion of recent outbreaks linked to canned foods, produce and dairy products. It will present an overview of consumers’ point-of-view of food recalls, awareness and attitudes toward food safety, and the role of consumer organizations in distributing food safety information and in protecting consumers from foodborne illnesses. Ultimately, greater expertise in risk communication within governments, industries and consumer associations is needed both to trigger appropriate consumer responses and to protect industries from overly broad messages. 90 FOOD PROTECTION TRENDS | FEBRUARY 2009

Food Protection Trends - February 2009

Table of Contents for the Digital Edition of Food Protection Trends - February 2009