Tag Archives: Communication

Another foodsafetyathome website – as bad as Journey

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If you ran a $5.5-billion-a-year corporation that made a variety of ready-to-eat deli meats, and those products killed 22 people and sickened another 53, causing the company to lose millions and trust in the food safety system to be further undermined, how would you go about rebuilding that trust, that brand?

Maybe make public all the listeria test results the corporation undertakes in the form of a live, continuously updated website; maybe have live video cameras that people could check out on the Internet to see how these delicious deli-meats are made; maybe market these food safety initiatives at retail.

Or blame consumers.

Maple Leaf Foods announced yesterday as part of their continuing Journey to Food Safety Leadership – I wish they were already there, but Don’t Stop Believin’ – they were launching a food safety at home website.

“In keeping with our mandate of becoming a leader in food safety education, we have launched a new website to help consumers understand the important role of food safety at Maple Leaf and in your homes.”

(I have this stupid Journey video on in the background that I’m about to paste below and I can’t tell whether it’s the music or that statement that just made me barf a bit in my mouth.)

If Maple Leaf believes they can be leaders in food safety education, why is there no mention that pregnant women shouldn’t eat Maple Leaf or any other deli meats or other refrigerated ready-to-eat foods?

More data; less Believin’.

And Journey still sucks.
 

Canadian bureaucrats won’t talk, so politicians demand full inquiry into Listeria outbreak; rendition of remorse was a little late

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The Canadian politicians investigating last year’s listeria outbreak that killed 22 were so frustrated by the lack of information from the Canadian Food Inspection Agency and the Public Health Agency of Canada they have demanded a full public inquiry.

The Globe and Mail reports this morning that a report to be released Thursday will conclude that the two-month parliamentary study was unable to gather enough evidence to get to the bottom of the outbreak. The call for a public inquiry represents a rebuke to the government’s own investigation into the issue led by Sheila Weatherill, who will release a report this summer.

The committee report will also call for an overhaul of the Public Health Agency of Canada so that it becomes more of an independent health watchdog. The committee further recommends that inspection reports at food processing plants be released to the public.

And since CFIA and others are stonewalling, what with their “we went public when we had hard scientific proof” and epidemiology-is –for-wusses line, we’ve put together a timeline that should help the investigators in their, uh, investigation.

Chronology of testing events prior to the August 17, 2008 public alert of possible contamination of Maple Leaf Foods’ deli meats by L. monocytogenes

Date Event
May 2008 Initial detection of Listeria spp. in environmental tests by Maple Leaf Foods
June 2008 Initial detection of small increases of reported cases of listeriosis in Ontario by the Ontario Ministry of Health and Long-Term Care
July 21, 2008 Acquisition of food samples acquired from Toronto long-term care home for testing
August 4, 2008 Detection of L. monocytogenes in opened packages of deli meat from the home
August 13, 2008 Confirmation of genetic similarities between the L. monocytogenes bacteria found in the deli meats and in ill individuals through DNA fingerprinting
August 16, 2008 Detection of Listeria spp. in an unopened packed of Maple Leaf Foods deli meat

And it took the Public Health Agency of Canada until Aug. 23, 2008, before they made a definitive link and then Michael McCain of Maple Leaf Foods went on his award-winning rendition of remorse.

 

Food and Drug Administration leaders say: we’re risk communicators in charge

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The newly anointed leaders of the U.S. Food and Drug Administration say in a scientific journal this week that,

“… one of the greatest challenges facing any public health agency is that of risk communication.”

Lots of public health types say that. If only there were better communication, everyone would get along.

Life is messier than that.

Communication is one of those cop-out words that people and bureaucrats routinely use but really don’t want to use; the complications are far too messy.

Because communication would involve the actual transmission of feelings, and the hurt, pain, joy and angst of whatever anyone went through.

So when Margaret A. Hamburg, M.D., and Joshua M. Sharfstein, M.D., the commissioner, and the principal deputy commissioner, of the Food and Drug Administration, Silver Spring, MD, wrote in the New England Journal of Medicine yesterday that,

“We all accept small risks in our daily lives, from the risk of falling in the shower and sustaining a head injury to the risk of having a car accident on the way to the grocery store. One reason we are rarely fearful of these risks is our perception that we have control over them. When it comes to food and drugs, even small risks can cause considerable fear and anxiety, especially when they seem to be out of our control. Yet all pharmaceuticals have some potential adverse effects, and many raw foods may harbor natural pathogens.”

I fell asleep.

The author’s continued,

“Transparency is a potent element of a successful strategy to enhance the work of the FDA and its credibility with the public. Whenever possible, the FDA should provide the data on which it bases its regulatory decisions and other guidance and explain its decision-making process to the public.”

Right. So please provide public, transparent guidelines for going public about outbreaks of foodborne illness.

Bureaucrats blame and battle over Canadian listeria outbreak; still can’t answer basic questions

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The feds failed miserably during the Aug. 2008 outbreak of listeria that claimed 21 lives across Canada but the province of Ontario handled the outbreak well and that, "compared to other outbreaks, experts will say this went amazingly fast.”

I have no idea who these experts are that Ontario’s Chief Medical Officer of Health, Dr. David Williams, said would endorse the response to the outbreak other than other bureaucrats and politicians who were quick to praise themselves in the early days of the outbreak. And while media accounts are focusing on the bureaucrat blame game, they’re giving the Williams report little more that a fawning glance.

The good news is that the report has a basic timeline of who knew what when, at least from the perspective of Ontario bureaucrats.  By Aug. 1, 2008, the Ontario “Public Health Division identifies 16 cases of listeriosis in the month of July: the majority were in elderly people who had been in a long-term care home or hospital.”

By Aug. 4, 2008, the Listeria Reference Lab confirms that three food samples from Toronto long-term care home – all opened 1 kg packages of meat cold cuts – are positive for Listeria.

Yet the first public warning didn’t happen until the early hours of Sunday, Aug. 17, 2008.

This is the bad news. Other questions are simply ignored in the report — like what are long-term care facilities doing serving cold-cuts to the immunocompromised elderly? Should there be warning labels or additional information provided to others at risk, such as pregnant woman? Why aren’t listeria test results made public?

The report does say the medical officer of health for Canada was missing in action during the outbreak, and that the Canadian Food Inspection Agency hampered the overall investigation.
 

Efforts to reduce foodborne illness remain stalled; new approaches needed so fewer people barf

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The Centers for Disease Control reported today that foodborne illness remains a significant public health issue in the United States, and that, “fundamental problems with bacterial and parasitic contamination are not being resolved.”

Douglas Powell, an associate professor of food safety at Kansas State University, says that more training, testing and inspecting is not the answer.

"There are way too many people getting sick," Powell said. "The CDC data show existing efforts to reduce foodborne illness have stalled. We need new messages using new media to really create a culture that values microbiologically safe food."

Powell publishes barfblog.com and conducts research on human food safety behavior from farm-to-fork. He can be reached by phone at 785-317-0560, or e-mail dpowell@k-state.edu.

His bio is at
http://www.k-state.edu/media/mediaguide/bios/powellbio.html
 

Pistachios had tested positive for salmonella for months

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Every time the U.S. Food and Drug Administration issues a public advisory about some food product, the armchair critics pounce.

This time it’s pistachios. On March 30, FDA issued a blanket warning for folks not to eat pistachios or products containing pistachios until further details emerged. The nut industry went … nuts. Perishable Pundit Jim Prevor did his bit about how regulators and others could be sure the contamination went back to the pistachio plant. Several journalists asked me about the economic burden of such a recall, especially since there were no confirmed illnesses. I told CBS Radio that if industry wanted an economically prudent plan, industry should keep Salmonella out of pistachios.

The other aspect is that, given the public and government scrutiny of FDA, there is probably something going on – something is not quite right at the farm or processing plant or wherever – for FDA to issue a blanket warning. FDA just doesn’t have all the details yet.

Here are some details:

Elizabeth Weise of USA Today is reporting this morning that Setton Pistachio, the company that recalled 2 million pounds of pistachios on Monday, had been receiving positive salmonella tests for as long as five months.

David Acheson, FDA associate commissioner, said,

"The question is, ‘Did Setton Farms have an ongoing problem, and what did they do about it?’ "

The FDA believes batches of pistachios that tested positive for salmonella were destroyed, not distributed. Setton Pistachio spokeswoman Fabia D’Arienzo could not confirm that.

Almond Princess Linda Harris, an expert on salmonella in nuts at the University of California-Davis, said,

"If I’m getting a positive (result) and a couple of months later another positive, and then another, I would think the appropriate response would be to say, ‘This is not right. I’ve got to figure this out.’ "

Kraft spokeswoman Susan Davison said Kraft sent an internal food-safety auditing team to Setton Farms’ Terra Bella plant on March 23 and,

"They saw the potential for cross-contamination" between raw and processed pistachios. “For example, often in companies different colored gloves are used for the raw area and the roasted area." However at the Setton plant, the same colored gloves were used in both areas.
 

Whole Foods – purveyors of food porn

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Baby Sorenne is three-months-old today. She slept eight-straight hours last night. Awesome.

Whole Foods Market figures I’m part of their demographic, and is rolling out a Whole Baby promotion.

Throughout the month, in-store lectures by Whole Body experts will provide shoppers with information on such topics as prenatal top priorities, natural baby care choice, tips and concerns for breastfeeding mothers and top 10 "first food" facts.

I checked out Whole Foods’ food safety expertise, which they claimed they were really good at. Maybe they were using the same nutritionists and dieticians as in all those Canadian seniors’ homes who thought it was OK to feed listeria-laden cold cuts to the immunocompromised elderly. Nowhere in the Whole Foods literature is there any statement that pregnant women should avoid refrigerated ready-to-eat foods like soft cheeses, smoked salmon and deli meats.

But Whole Foods, like so many other groups, does manage to blame consumers for the bulk of foodborne illness, in the absence of any data to support such a claim.

Food safety is pretty high on everyone’s list of "things to be aware of," especially in light of the food recalls and poisoning scares that seem to happen all too frequently. But believe it or not, the ones you hear about on the TV news aren’t the most common — a good deal of food poisoning is caused by improper food handling in home kitchens.

Whole Food customers are paying a premium for foodstuffs, only to be told that the company carefully checks the paperwork for all the products it sells, but can do no better than the minimal standard of government.  “For the thousands of products we sell, that’s the extent we can go to. The rest of it is up to the F.D.A. and to the manufacturer.”

Whole Baby is going nowhere near baby Sorenne.
 

Great communications, lousy management: Is Maple Leaf the new Odwalla?

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Last week I dusted off some old slides to talk with an industry group about best practices in food safety. I got bored of hearing myself say the same thing about 10 years ago, but sometimes, it’s best to stick to basics.

Risk analysis is composed of risk assessment, management and communication. Over the years I’ve studied dozens of outbreaks of foodborne illness and concluded that a producer, or processor, or retailer needs to be excellent at all three—assessment, management and communication – and if they fail at just one, they will suffer the economic and associated hardships.

There is no doubt that Michael McCain and Maple Leaf Foods has practiced excellent risk communication since being fingered as the source of a listeria outbreak in Canada that killed at least 20 and sickened 60. I’ve said so from the beginning. I’ve also said that

it is impossible to judge whether Maple Leaf was practicing good risk management and assessment because no one will come clean on who knew what when as the outbreak was developing.

But that hasn’t stopped Canadians from gushing in a blindly patriotic way about how McCain set the ‘gold standard’ for reputational and financial management.

Maybe, but communications alone is never enough, just like science alone is never enough. And precisely because no one – government or industry – has come clean on who knew what when, it’s not surprising to hear

the Canadian federal government has delayed for months the release of notes on conference calls

held at the height of last summer’s deadly listeriosis outbreak — a lag some experts say breaks Ottawa’s own information laws.

At issue is an Access to Information request by The Canadian Press to the Privy Council Office for “all transcripts and minutes” of the crucial exchanges last August and September.

The Odwalla 1996 outbreak of E. coli O157:H7 in unpasteurized juice was also textbook risk communication, but the company was eventually revealed to have cut corners and ignored warning signs. Will Maple Leaf undergo similar scrutiny?

Below is an except from my 1997 book, Mad Cows and Mother’s Milk, about the Odwalla outbreak.

Sometime in late September 1996, 16-month-old Anna Gimmestad of Denver has a glass of Smoothie juice manufactured by  Odwalla Inc. After her parents noticed bloody diarrhea, Anna was admitted to Children’s Hospital on Oct. 16.  On 8 November 1996 she died after going into cardiac and respiratory arrest.  Anna had severe kidney problems, related to hemolytic uremic syndrome and her heart had stopped several times in previous days.

The juice Anna — and 65 others who got sick — drank was contaminated with E. coli O157:H7, linked to fresh, unpasteurized apple cider used as a base in the juices manufactured by Odwalla.  Because they are unpasteurized, Odwalla’s drinks are shipped in cold storage and have only a two-week shelf life.  Odwalla was founded 16 years ago on the premise that fresh, natural fruit juices nourish the spirit.  And the bank balance: in fiscal 1996, Odwalla sales jumped 65 per cent to $60 million (U.S.).  Company chairman Greg Steltenpohl has told reporters that the company did not routinely test for E. coli because it was advised by industry experts that the acid level in the apple juice was sufficient to kill the bug.

Who these industry experts are remains a mystery.  Odwalla insists the experts were the U.S. Food and Drug Administration.  The FDA isn’t sure who was warned and when.   In addition to all the academic research and media coverage concerning VTEC cited above — even all of the stories involving VTEC surviving in acidic environments — Odwalla claims ignorance.

In terms of crisis management — and outbreaks of foodborne illness are increasingly contributing to the case study literature on crisis management — Odwalla responded appropriately.  Company officials responded in a timely and compassionate fashion, initiating a complete recall and co-operating with authorities after a link was first made on Oct. 30 between their juice and illness.  They issued timely and comprehensive press statements, and even opened a web site containing background information on both the company and E. coli O157:H7.  Upon learning of Anna’s death, Steltenpohl issued a statement which said, “On behalf of myself and the people at Odwalla, I want to say how deeply saddened and sorry we are to learn of the loss of this child.  Our hearts go out to the family and our primary concern at this moment is to see that we are doing everything we can to help them.”

For Odwalla, or any food firm to say it had no knowledge that E. coli O157 could survive in an acid environment is unacceptable.  When one of us called this $60-million-a-year-company with the great public relations, to ask why they didn’t know that E. coli O157 was a risk in cider, it took over a day to return the call.   That’s a long time in crisis-management time.  More galling was that the company spokeswoman said she had received my message, but that her phone mysteriously couldn’t call Canada that day.

Great public relations; lousy management.  What this outbreak, along with cyclospora in fresh fruit in the spring of 1996 and dozens of others, demonstrates is that, vigilance, from farm to fork, is a mandatory requirement in a global food system.  Risk assessment, management and communication must be interlinked to accommodate new scientific and public information.  And that includes those funky and natural fruit juices.

Facing a recall without superhero senses leaves some vulnerable to confusion

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I don’t like fresh tomatoes. Generally, my careful avoidance of them is a fairly unique practice. At least, I thought so until I met Bret. We stand together in our quest for vegetables that don’t leak acid on the rest of the salad.

We were on our honeymoon when the outbreak of Salmonella Saintpaul in tomatoes and/or hot peppers hit the news. Many people joined our stance on tomatoes then… but it took me a while to realize it.

Since I wasn’t reading FSnet while we were gone, I had to hear the warnings put out on eating tomatoes like a regular consumer would. It was like my superhero senses were turned off.

At the time, I wasn’t in the habit of watching the news. And according to the results of a Rutgers Food Policy Institute (FPI) survey,

“The majority of respondents (66 percent) first heard about the advisory on television.”

Throughout our trip, we ate at cafes, buffets, and casual dining establishments. When we didn’t eat out, we stopped at Wal-Mart for cereal and sandwich supplies. None of those places showed signs of produce being recalled.

The survey found,

“A small minority (8 percent) first heard about it from restaurants and retailers.”

As it happened, some of the first news I received came from my step-dad’s mom, who understood the problem to be in tomatoes sold with the vine still attached.

Hearing through the tomato-vine was problematic, though. I later learned the CDC advised,

“…persons with increased risk of severe infections…should not eat raw Roma or red round tomatoes other than those sold attached to the vine or grown at home…”

Those two words, “other than”, were missed (or misunderstood) at some point in the chain of communication that ended with me.

Lead author of the Rutgers FPI report, Dr. Cara Cuite said in a press release,

“Our results suggest that consumers may have a hard time taking in many details about these types of food-borne problems.”

Almost half (48 percent) of people surveyed indicated they were not sure which types of tomatoes were under suspicion.

I was back at superhero headquarters (i.e. in front of my Mac) when Salmonella Saintpaul was found in a sample of jalapenos from Mexico, and again when the outbreak strain was isolated from a Mexican serrano pepper and the water used to irrigate it.

Most consumers weren’t so lucky. From the survey,

“The researchers found that while almost all respondents (93 percent) were aware that tomatoes were believed to [be] the source of the illness, only 68 percent were aware…that peppers were also associated with the outbreak.”

Dr. Cara Cuite commented in the press release,

“This research is especially timely in light of the growing number of recalls as a result of the Salmonella outbreak associated with peanut butter and peanut paste.”
 

How can consumers be better informed? One practice seen in both outbreaks that helped alleviate some confusion was the use of club membership or “loyalty card” information to contact customers who had recently bought recalled products.

What else can be done to clear things up? After all, regular consumers don’t have superhero senses.
 

How safe is Canadian food? Don’t ask

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The Maple Leaf makeover continued this week – a promotional video, settling all lawsuits for $27 million – yet some lingering questions remain. And neither Maple Leaf nor the Canadian Food Inspection Agency is rushing to answer the hard questions:

• who knew what when;

• why won’t Maple Leaf make their listeria test results public; and,??????

• what is Maple Leaf Food’s advice to those folks vulnerable to listeria.??????

Rob Cribb of the Toronto Star reports today that thousands of pages of documents detailing the federal government’s handling of this summer’s listeria outbreak are being withheld.

The Star and the CBC are seeking the records, which include emails sent between officials with the Canadian Food Inspection Agency (CFIA), Maple Leaf Foods and the City of Toronto, through an access to information request.

The CFIA has imposed extensions of a year or more on top of the normal 30-day deadline for responding to such requests.

The joint investigation used the federal access to information law in the hope that a request would yield records showing what went wrong, when officials first knew of the outbreak’s potential impact and how quickly the system kicked in to protect Canadians.

None of the records first requested four months ago have been released.

Repeated requests for an interview with Federal Agriculture Minister Gerry Ritz have been denied.