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Risk Communication during Food Product Recalls By Robert B. Gravani, Ph.D. Department of Food Science Cornell University National Center for Food Protection & Defense at the University of Minnesota Defending the safety of the food system through research and education Academic Collaborators IN THE NEWS… 183 people in 18 states confirmed ill with Salmonellosis traced to contaminated tomatoes 204 people ill with E. coli O157:H7, 3 deaths in 26 states Notable National Recalls Characteristics of a Food Recall • Possibility of harm to consumers • Potential to significantly damage reputation • Involve multiple audiences and stakeholders • Of interest to the media • Often unique, involving many foods Adapted from Andrew, 2009 Food Product Recalls Year Recalls • 1999 279 Year • 2004 Recalls 293 • 2000 384 • 2005 255 • 2001 393 • 2006 240 • 2002 396 • 2007 338 • 2003 266 • 2008 565 Food Institute Report, 2009 Food Product Recalls • According to the Food Institute Report, 565 food and beverage recalls in 2008 are the highest ever! • When compared to 2007, recalls due to: Salmonella, increased +800% Listeria, increased +20% E. Coli, decreased -22% Undeclared ingredients, increased +16% Food Institute Report, 2009 Recalled Food Products Product Categories Affected by Recalls-2008 Sauces and Bakery, 60, 11% Seasonings, 16, 3% Beverages, 12, 2% Prepared Foods, 67, 12% Pet Food, 109, 19% Meat and Poultry, 52, 9% Ingredients and Spices, 24, 4% Bakery Beverages Confectionary and Snacks, 43, 8% Dairy/Non Dairy, 31, 5% Fish and Seafood, 34, 6% Confectionary and Snacks Dairy/Non Dairy Fish and Seafood Fruits and Vegetables Ingredients and Spices Meat and Poultry Pet Food Prepared Foods Fruits and Vegetables, 117, 21% Sauces and Seasonings Saulsbury, adapted from Food Institute Report, 2009 FDA Food Recalls by Class 1997- 2007 200 Class I Class II Class III Mixed 180 Number of recalls 160 140 120 100 80 60 40 20 0 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 Year Chen, 2009 FDA Class I Food Recalls due to Salmonella , Listeria monocytogenes , E. coli O157:H7 and Allergens Salmonella L. monocytogenes 100 90 E. coli O157:H7 Allergens Number of recalls 80 70 60 50 40 30 20 10 0 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 Year Chen, 2009 FSIS Food Recalls by Class 1997-2007 100 Class I Class II 90 Class III Number of recalls 80 70 60 50 40 30 20 10 0 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 Year Chen, 2009 FSIS Class I Food Recalls due to Salmonella , Listeria monocytogenes , E. coli O157:H7 and Allergens Salmonella Number of recalls 50 45 L. monocytogenes E. coli O157:H7 40 Allergens 35 30 25 20 15 10 5 0 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 Year Chen, 2009 Top ten Food Safety Problems • In U.S. Food Processing Industry • Three round Delphi Study with 15 FS experts • Evaluated frequency & severity of FS risks • Five processing industry sectors • Three plant sizes • Identified top ten food safety problems Sertkaya, et. al. 2006 Top Five Food Safety Problems Food Safety Problem Deficient employee training Percent Votes 94 Contamination of raw materials 75 Poor plant & equipment sanitation 75 Poor plant design & construction 75 No preventive maintenance 69 Sertkaya, et al. 2006 Recalls by Specific Processor problem FDA, 2004 Food Policy Institute Consumer Survey • Telephone interviews • Reached 1,101 Americans from 50 states • Adults > 17 years of age • Conducted between Aug. 4 - Sept. 24, 2008 • What consumers know about food recalls Hallman, et al, 2009 Food Policy Institute Consumer Survey • Most believe recalls are relevant to others not to themselves • Misconceptions about the food product recall process & the role of government in it are widespread • Only 6 in 10 Americans have ever looked for a recalled food in their homes Hallman, et al, 2009 Recall Messaging • Current practices result in messages to 50-60% of the public within 4-7 days, depending on the aggressiveness of communication strategies • In an ideal scenario, recall messages may reach and be understood by up to 90% of the public Hallman, et al, 2009 Consumer Use of Media • 59% Local televisions news • 38% Network news • 34% Cable news • 42% Daily newspaper • 42% Radio news • ~ about 40% of public do not regularly access news through standard channels. Pew, 2004 Where Consumers got Their Recall Information on Tomatoes Where Consumers Get Their Recall Information TV 66% Unsure 2% Store 2% New spaper 4% TV Internet 5% Someone else Restaurant Radio 6% Radio Internet Restaurant 6% New spaper Someone else 9% Store Unsure Saulsbury, adapted from Hallman, et al, 2009 Recall Messages • Recall press releases are too complex • Written at a grade level higher than that of nearly half of the U.S. population • A significant portion of the population would: not process or understand the message not avoid exposure to the recalled food Novak & Biskcup, 2009 Food Product Recalls • Slow to develop • Cascading Warnings • Passive Communication • Complex Messages • No Targeting of Messages • Risk Fatigue Seeger & Novak, 2009 Improving Recall Effectiveness • More timely messages • Better constructed messages • Broader dissemination of messages • Have the potential to increase the effectiveness of recalls by 30% - 40% Seeger & Novak, 2009 Risk Communication • Considers human perceptions of risk • Multi-directional communication among communicators, publics and stakeholders • Activity before, during and after an event • An integral part of an emergency response plan • Empowers people to make their own informed decisions What Risk Communication is NOT: • Spin doctoring • Public relations • Crisis management • How to write a press release • How to give a media interview • Always intended to make people “feel better” or reduce their fear The goals of Risk Communication Tailor communication so it takes into account the emotional response to an event Empowers publics to make informed decisions Prevent negative behavior that hampers response or causes more harm/ Encourages constructive responses to crisis or danger We’re ALL risk communicators * Family members * Neighbor to neighbor * Employees / co-workers * Extension educators * The rumor mill * Online blogs * “Person on the street” interviews * Many other channels of communication From parking lot attendant to CEO… Best Practices of Risk Communication • An integrated approach • General principles rather than specific prescriptions about method, channels & messages • Not a plan • Principles & processes that form the foundation for effective risk communication Best Practices in Effective Risk Communication Risk & crisis communication is an ongoing process USDA CSREES • Think risk communications all the time NOT “after the fact, how do we explain this” • Risk communication must be part of the policy development process including the pre-crisis, decision making process • Continuously evaluate and update the crisis communication plans Best Practices in Effective Risk Communication Conduct pre-event planning & preparedness activities FEMA • Address existing, emerging and anticipated issues • If a catastrophic event occurred tomorrow, have you determined your… • Roles ? • Responsibilities ? • Response ? • Address potential hazards, determine how to reduce risk, plan an initial response, evaluate different risk scenarios, etc. • Update regularly • Conduct practice exercises, activities and drills Best Practices in Effective Risk Communication Foster partnerships with the public USDA CSREES • Who are your publics? • Build strong, positive relationships with key publics before a crisis occurs • Publics include stakeholders, consumer groups, racial and ethic communities • Use cultural agents to deliver messages Best Practices in Effective Risk Communication Collaborate & coordinate with credible sources FEMA Establish strategic relationships and networks before a crisis • Colleges & universities; Cooperative Extension • Local, county, state & federal government agencies • Stakeholders – associations, co-ops, unions, etc. • Industry alliances and trade associations • Consumer groups • Others Identify Subject Matter Experts Epidemiologists, risk assessors, food scientists, health educators, risk comm specialists, microbiologists, etc. Provide “independent credible” statements, facts, images, etc. Present scientific data, statistics, upto-date knowledge, background, etc. CDC Best Practices in Effective Risk Communication Meet the needs of the media & remain accessible FEMA • Recognize that the media is the primary channel to the public • Accessibility as expression of concern • Media training is vital “The media is not the enemy…” Building Relationships Preparedness activities should include: • Fostering relationships with members of the media • Identifying local media who cover stories in your area and read/listen to them regularly • Create contact lists • Recognizing different media needs Goals for Media Preparation • Know what you want to say • Know how you want to say it • Anticipate reporter’s questions & know what your answers will be • Being well prepared will allow you to be clearer, more comfortable and convincing Use Many Channels • Websites • Hot/help lines • Email • Information • Blogs meetings • Podcasts • Town meetings • Fact sheets • Word of mouth • Posters • Mailings •Shopper cards •Social networks Best Practices in Effective Risk Communication Listen to the public’s concern and understand the audience USDA CSREES • Respond to the publics beliefs whether they are accurate or not • Monitor many channels of communication and keep the public’s concerns in mind • Build a trust relationship with the public; it is a reservoir of good will -“it is an emotional bank account” Best Practices in Effective Risk Communication Communicate with compassion, concern & empathy USDA CSREES • Un-natural for technical experts They are taught to be unemotional • Be aware of metamessages Body language Speaking style, pacing, emphasis Location & attire • Humanize the response Best Practices in Effective Risk Communication Demonstrate honesty, candor & openness FEMA Honesty, Candor & Openness Honesty = not lying Candor = Communicating the entire truth, even if it will reflect negatively on an agency or organization Openness = accessibility & immediacy • Honesty and credibility • It involves risk sharing • Acknowledge uncertainty with direct responses “Here’s what we know, here’s what we don’t know, here’s how we’re doing to find more answers, and here’s when we’ll get back to you with more information.” Best Practices in Effective Risk Communication Accept uncertainty & ambiguity FEMA • Inherent uncertainty of crisis & risk • Information vacuum will be filled! • Get there first with credible info • Share information when it is available “ We do not yet have all the facts.” Best Practices in Effective Risk Communication Give people meaningful things to do (self–efficacy) • Give people something to do • The importance of meaningful actions reasserts personal control during an uncertain or threatening situation Present as must do, should do, or could do --not duct tape and plastic! The First 24/48 Hours are Critical • Often sets the tone for the incident • Must demonstrate leadership! • Actions speak louder than words • On Day 1, it is a story of the incident • On Day 2, it is a story of the company’s response • Develop effective messages, communicate widely and consistently It takes a Risk Communication Plan to… Be first Be right Be credible Applying the Concepts www.ific.org The End