Cantaloupe growers, packers and shippers in California say they’re hopeful the state’s new commodity-specific food safety program will bolster consumer confidence in their crop.

Jim Malanca, vice president of sales for Westside Produce Inc., Firebaugh, Calif., told The Packer several factors, including lingering effects from last fall’s listeria-tainted Colorado cantaloupe, probably contributed to this summer’s lethargic market.

“It’s very difficult to put your finger on ― everything that’s going on economy-wise, weather-wise and food safety-wise,” he said. “We’ve done as much as we can to make sure our food is safe for consumers, and we document everything.”

In response to last fall’s listeria outbreak, California cantaloupe growers and handlers enlisted the help of university and other food safety experts to develop a mandatory food safety program.

Members of the Dinuba-based California Cantaloupe Advisory Board unanimously approved the program in May.

Colace, who is also vice-chairman of the board, said he believes the program already has helped bolster confidence among retailers and buyers. But consumers may be a different story.

“I think the biggest thing is to educate the public that we have a piece of fruit that is very safe,” he said.

Then market food safety directly to consumers – at retail.