FOOD CONTAMINATION

Contamination of food with biological agents: An integrated risk analysis and risk communication approach

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 Obiettivo del progetto (Objective)

'In spite of efforts to improve safety throughout the food chain, globalization of the food trade presents new challenges to assure food safety. Any contamination that occurs in one country may have severe consequences on both health and trade in other countries. Moreover, the events of September 11, 2001 and the subsequent anthrax incidents gave rise to concerns about food terrorism. The destructive impact of food contamination, intentional or unintentional, could easily affect an enormous amount of people and could result in high costs for the world’s economy. Besides its effects on health and economy, deliberate or accidental food contamination may have social implications such as social and political instability. Contamination of food from biological agents is a focus of concern across various disciplines within the risk analysis field. Natural scientists are mainly concerned about risk assessment, whereas social scientists are focused on risk perception and risk communication. The integration between these two disciplines is quite limited, whereas effective campaigns would require collaboration between natural and social sciences, the former to ensure that the advice is technically sound, the latter to ensure that is accepted and executed (Fischer et al., 2005). Fischhoff et al. (2006) have pursued such an integrated strategy in many other domains, using risk analysis models to focus and coordinate the relevant behavioral and natural sciences. The proposed project would strengthen the behavioral realism of this integrated approach and apply it to the possibility of deliberate or accidental food contamination with a biological agent. Specifically, the expertise of natural and social science experts will be combined and used to communicate with European consumers about the nature of these risks and the things that they can do to control them.'

Introduzione (Teaser)

Globalisation poses new challenges to food security. A European project has fused risk assessment with risk perception and communication for an integrated strategy to address the problem.

Descrizione progetto (Article)

The harmful effects of food contamination can hit health and economy but may also have social implications such as political instability. Natural sciences and social sciences experts pooled resources in the FOOD CONTAMINATION project to communicate with consumers on food contamination risks and control measures.

The irony of the situation is that if consumers followed educational advice on food contamination risks, for example, risk would be considerably reduced. Psychological research has shown that individuals interpret uncertain situations in terms of their own experiences. A better understanding of consumers' mental models would help improve communication during foodborne disease outbreaks.

The scientists developed an existing integrated model summarising the major factors determining risks during outbreaks of food spread illness. The new model integrates recurring elements in food safety communications and can be used to predict contamination risks.

The beliefs regarding food safety, outbreaks, recalls, and foodborne illnesses of 30 American consumers contributed to an assessment of risk beliefs. This helped in the evaluation of communications regarding food-related risks. A common misbelief discovered in the interviews was underestimation of time between exposure and illness as well as the contagiousness of foodborne illnesses.

The survey results proved the robustness of the interview results. Survey outcomes revealed that the incubation period for foodborne illnesses and risks of person-to-person contagion deserve special attention in consumer communications. A fuller mental model may help consumers translate their safe food knowledge into practice.

For the European phase, interviews with 12 people revealed similar results to the United States exercise. The researchers could therefore apply the results of the American study to a representative group of over 500 British consumers. The results showed incorrect beliefs about many issues including correct food handling and recall procedures by government agencies and food producers.

Similar results in both countries should help food health communicators to address the common misconceptions held by consumers. Overall, increased understanding of recall procedures could boost consumer trust in government agencies and members of the food supply chain.