Food Protection Trends - September/October 2020 - 345

TABLE 8. Awareness and cooking to internal temperature at which ground beef is
considered safe to eat from respondents who did or did not recall a food
safety advertisement
Percent (%) of Total Sample
Responses

Recalled a food safety advertisement
(n = 70 respondents)

Did not recall a food safety
advertisement
(n = 230 respondents)

6
17
17
10
50

7
12
4
7
70

Aware and under 160°F
Aware and 160°F
Aware and 165°F
Aware and over 165°F
Not aware

would not voluntarily visit the "160° is Good" website to
search for additional information. This suggests that the main
message of the campaign should be included directly on
the primary work product (the banner, radio ad, or theater
pre-roll) rather than on a secondary platform such as was
used to direct the target population to a website. While there
were positive and negative reactions to different portions
of the "160° is Good" campaign, neither the content nor
the delivery vehicle served as the catalyst for large-scale
behavioral change(s) among the majority of the population
exposed to this message via sight and/or sound.
The first and most prevalent theme articulated by focus
group participants was the presumption of a correlation
between burger internal temperature and color. There was
also confusion about the cooking temperature for other
species of meat (e.g., poultry) and about the comparative
level of doneness on the scale of rare, medium rare, medium,
medium well, and well done. Focus group participants stated,
"Overall I think [the campaign message] just leaves more
questions than answers," "Is 160° just good for burgers?,"
"Does one-hundred sixty degrees mean medium well?,"
"Could one-hundred sixty degrees be for any ground meat
products?." Other participants mentioned, "I don't think
there was enough in the campaign to tell me what to do.
How do I temp the food?" and "There is a little mixedmessaging to me." A potential shortcoming of the campaign
was extrapolation of the message on proper thermometer
use for grilled burgers to other foods by some participants.
More specifically, "Does this information apply to all other
foods, or is it just beef?" Along very similar lines, there was
also general confusion related to the overall purpose of the
campaign (e.g., "Why is it only focused on beef burgers and
grilling?"), as well as general curiosity about other meat
internal temperatures. The objective of the campaign was to
inform consumers of proper thermometer use and cooking
temperaures, it was not to sell thermometers or to scare

people away from eating burgers. For example, participants
stated, "I think the goal was to sell meat thermometers,
right? I don't know that it's as educational as it is a sales pitch
for a good reason to buy a meat thermometer so you don't
poison your family." So, by developing and disseminating
an informative, but highly focused, message, interest was
generated around safe cooking of other ground meats and
correlations were sought for common cooking terms which,
in turn, may have partially blurred the main message. Lastly,
regarding the 30-s theater pre-roll video, there was high
agreement that a movie theater was a great location for
health campaign messaging, "A movie theatre is a good venue
because it's a captive audience." Along these same lines, video
screens on gas pumps that people watch when pumping gas
would be another very good opportunity to share a health
message with a captive audience.
In contrast, participants were not fond of the radio
advertisement; they thought it did not make sense and that it
was neither funny nor scary without the video and therefore
would not motivate them to visit the website to learn more
about food safety. One participant stated, "Had I not seen
the video advertisement first, the radio spots would have
been a little ambiguous, and it didn't really talk through
the positive aspect of the food safety message." Another
participant stated, "I might not change the station when
the radio advertisement came on, but I definitely wouldn't
go look up the website when I got home." This calls into
question whether radio advertisements in general are useful
for motivating the public to go to websites to learn more or
for changing behaviors. More data is also needed to assess the
extent to which people pay attention to radio advertisements
in general.
Participants also generally had negative reactions and
expressed skepticism about the banner advertisement
not being catchy enough to cause viewers to risk clicking
on a scam. One participant shared that "[the banner

September/October Food Protection Trends

345



Food Protection Trends - September/October 2020

Table of Contents for the Digital Edition of Food Protection Trends - September/October 2020

Self-Reported Food Safety Behaviors in Independent Chinese and Mexican Restaurants in Kansas
Microbiological Quality of Bottled Water Obtained from Mexican Small Water Purification Plants: A Pilot Study, Carried Out in Morelia (Central Mexico)
Listeria monocytogenes Occurrence and Adherence to Recommendations: Small and Large Retail Delicatessens in Iowa
Utilization of Quantitative and Qualitative Methods to Investigate the Impacts of a Pilot Media Campaign Targeting Safe Cooking Techniques and Proper Thermometer Use
Defining the Flow and Food Safety Behaviors of Actors in the Cambodian Vegetable Value Chain
Beyond the Bio Yaohua "Betty" Feng
PDG Highlight Meat and Poultry Safety and Quality PDG
General Interest Paper Identifying Vulnerable Populations at Risk of Foodborne Infection: People with Diabetes Mellitus
Industry Products
Coming Events
Food Protection Trends - September/October 2020 - Cover1
Food Protection Trends - September/October 2020 - Cover2
Food Protection Trends - September/October 2020 - 289
Food Protection Trends - September/October 2020 - 290
Food Protection Trends - September/October 2020 - 291
Food Protection Trends - September/October 2020 - 292
Food Protection Trends - September/October 2020 - 293
Food Protection Trends - September/October 2020 - 294
Food Protection Trends - September/October 2020 - 295
Food Protection Trends - September/October 2020 - Self-Reported Food Safety Behaviors in Independent Chinese and Mexican Restaurants in Kansas
Food Protection Trends - September/October 2020 - 297
Food Protection Trends - September/October 2020 - 298
Food Protection Trends - September/October 2020 - 299
Food Protection Trends - September/October 2020 - 300
Food Protection Trends - September/October 2020 - 301
Food Protection Trends - September/October 2020 - 302
Food Protection Trends - September/October 2020 - 303
Food Protection Trends - September/October 2020 - 304
Food Protection Trends - September/October 2020 - 305
Food Protection Trends - September/October 2020 - 306
Food Protection Trends - September/October 2020 - 307
Food Protection Trends - September/October 2020 - 308
Food Protection Trends - September/October 2020 - 309
Food Protection Trends - September/October 2020 - 310
Food Protection Trends - September/October 2020 - 311
Food Protection Trends - September/October 2020 - 312
Food Protection Trends - September/October 2020 - 313
Food Protection Trends - September/October 2020 - Microbiological Quality of Bottled Water Obtained from Mexican Small Water Purification Plants: A Pilot Study, Carried Out in Morelia (Central Mexico)
Food Protection Trends - September/October 2020 - 315
Food Protection Trends - September/October 2020 - 316
Food Protection Trends - September/October 2020 - 317
Food Protection Trends - September/October 2020 - 318
Food Protection Trends - September/October 2020 - 319
Food Protection Trends - September/October 2020 - Listeria monocytogenes Occurrence and Adherence to Recommendations: Small and Large Retail Delicatessens in Iowa
Food Protection Trends - September/October 2020 - 321
Food Protection Trends - September/October 2020 - 322
Food Protection Trends - September/October 2020 - 323
Food Protection Trends - September/October 2020 - 324
Food Protection Trends - September/October 2020 - 325
Food Protection Trends - September/October 2020 - 326
Food Protection Trends - September/October 2020 - 327
Food Protection Trends - September/October 2020 - 328
Food Protection Trends - September/October 2020 - 329
Food Protection Trends - September/October 2020 - 330
Food Protection Trends - September/October 2020 - 331
Food Protection Trends - September/October 2020 - Utilization of Quantitative and Qualitative Methods to Investigate the Impacts of a Pilot Media Campaign Targeting Safe Cooking Techniques and Proper Thermometer Use
Food Protection Trends - September/October 2020 - 333
Food Protection Trends - September/October 2020 - 334
Food Protection Trends - September/October 2020 - 335
Food Protection Trends - September/October 2020 - 336
Food Protection Trends - September/October 2020 - 337
Food Protection Trends - September/October 2020 - 338
Food Protection Trends - September/October 2020 - 339
Food Protection Trends - September/October 2020 - 340
Food Protection Trends - September/October 2020 - 341
Food Protection Trends - September/October 2020 - 342
Food Protection Trends - September/October 2020 - 343
Food Protection Trends - September/October 2020 - 344
Food Protection Trends - September/October 2020 - 345
Food Protection Trends - September/October 2020 - 346
Food Protection Trends - September/October 2020 - 347
Food Protection Trends - September/October 2020 - 348
Food Protection Trends - September/October 2020 - Defining the Flow and Food Safety Behaviors of Actors in the Cambodian Vegetable Value Chain
Food Protection Trends - September/October 2020 - 350
Food Protection Trends - September/October 2020 - 351
Food Protection Trends - September/October 2020 - 352
Food Protection Trends - September/October 2020 - 353
Food Protection Trends - September/October 2020 - 354
Food Protection Trends - September/October 2020 - 355
Food Protection Trends - September/October 2020 - 356
Food Protection Trends - September/October 2020 - 357
Food Protection Trends - September/October 2020 - 358
Food Protection Trends - September/October 2020 - 359
Food Protection Trends - September/October 2020 - 360
Food Protection Trends - September/October 2020 - 361
Food Protection Trends - September/October 2020 - 362
Food Protection Trends - September/October 2020 - 363
Food Protection Trends - September/October 2020 - Beyond the Bio Yaohua "Betty" Feng
Food Protection Trends - September/October 2020 - 365
Food Protection Trends - September/October 2020 - 366
Food Protection Trends - September/October 2020 - 367
Food Protection Trends - September/October 2020 - 368
Food Protection Trends - September/October 2020 - 369
Food Protection Trends - September/October 2020 - 370
Food Protection Trends - September/October 2020 - 371
Food Protection Trends - September/October 2020 - 372
Food Protection Trends - September/October 2020 - PDG Highlight Meat and Poultry Safety and Quality PDG
Food Protection Trends - September/October 2020 - General Interest Paper Identifying Vulnerable Populations at Risk of Foodborne Infection: People with Diabetes Mellitus
Food Protection Trends - September/October 2020 - 375
Food Protection Trends - September/October 2020 - 376
Food Protection Trends - September/October 2020 - 377
Food Protection Trends - September/October 2020 - 378
Food Protection Trends - September/October 2020 - 379
Food Protection Trends - September/October 2020 - Industry Products
Food Protection Trends - September/October 2020 - 381
Food Protection Trends - September/October 2020 - 382
Food Protection Trends - September/October 2020 - 383
Food Protection Trends - September/October 2020 - Coming Events
Food Protection Trends - September/October 2020 - Cover3
Food Protection Trends - September/October 2020 - Cover4
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