1. Consumer Goods Forum Developing food safety communication tools for food handlers Dr. Ben Chapman Food safety extension specialist Dept of 4-H Youth Dev and FCS North Carolina State University benjamin_chapman@ncsu.edu

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3. Food-as-foe 22 year-old Stephanie Smith “I ask myself every day, ‘Why me?’ and ‘Why from a hamburger? Travis Cudney 2010 Champion Child Blind since age 2 Complications from a pathogenic E. coli infection

4. Consumer Goods Forum WHO factors contributing to foodborne illness Improper cooking procedures Temperature abuse during storage Lack of hygiene and sanitation by food handlers Cross-contamination between raw and ready-to-eat foods Foods from unsafe sources o All human factors, behaviour based o WHO, 2002

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6. 6 Food safety communication philosophy Anyone who tries to make a distinction between education and entertainment doesn`t know the first thing about either o Marshall McLuhan, 1967 Disconnect between knowledge and food handler practices o Green et al., 2006; Green and Selman, 2005; Pragle et al., 2007; Redmond et al., 2004

7. Consumer Goods Forum 7 From the literature Using stories and narratives better than statistics alone o Cole, 1998; Cole, 1997; Howard, 1991; Leventhal, 1970; Morgan et al., 2002; Slater and Rouner, 1996

8. Consumer Goods Forum Put food safety into context o Leventhal et al., 1965; Lordly, 2007

9. Consumer Goods Forum Generate dialogue o Ajzen, 1991; Bohm et al., 1993; Dignum et al., 2001; Schein, 1993 Surprising messages o Shannon, 1948

10. Consumer Goods Forum 10 What we’ve learned Time is a factor in the kitchen Learning in the kitchen is visual Storytelling/current affairs in the environment is prevalent Recent story and rumours about local outbreaks became focus of both Kitchen environment is based around a team Generic prescriptive information is lost

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13. Consumer Goods Forum www.foodsafetyinfosheets.com

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17. 17 Video observation at foodservice (Chapman et al., JFP 2010) Major international foodservice company Approval by research ethics board Staff knew there was recording o But didn’t know exactly what for until following the recording

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19. 19 Data collection Direct cross-contamination Indirect cross-contamination Correct handwashing

20. Consumer Goods Forum Video observation at foodservice (Chapman et al., JFP 2010) Video observation with consumers (Dedonder et al., BFJ 2009) What people say and do are two different things Studies reporting self-reported practices are limited Video allows for multiple coders to look at the same actions from different angles Can be slowed, rewound to ensure accuracy

21. Consumer Goods Forum 21 Results: Mean events per food handler EventPre (13.4 hrs) Post (13.5 hrs) Changepercentage Handwashing attempts 21.122.5+1.42*+6.7% Correct handwashing events 2.44.0+1.64*+68.9% Indirect cross- contamination 15.713.1-2.57*-19.6% Direct cross- contamination 1.91.0-0.85*-81.7% *Significance level (p <.05, 95% CI)

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24. Consumer Goods Forum Effective messages are: Part of a story Not unidirectional Compelling Based on evidence Evaluated

25. Consumer Goods Forum Dr. Ben Chapman benjamin_chapman@ncsu.edu Follow me on twitter @benjaminchapman 919 809 3205 www.foodsafetyinfosheets.com www.barfblog.com