CONSUMER CONCERNS - MOTIVATING TO ACTION

Microbiologic safety is consumers' most frequently volunteered food sa fety concern. An increase in the level of concern in recent years sugg ests that consumers are more receptive to educational information. How ever, changing lifestyles have lessened the awareness of foodborne ill ness, especially among younger consumers. Failure to fully recognize t he symptoms or sources of foodborne disease prevents consumers from ta king corrective action. Consumer education messages should include the ubiquity of microorganisms, a comprehensive description of foodborne illnesses, and prevention strategies. Product labels should contain fo od-handling information and warnings for special populations, and food s processed by newer safety-enhancing technologies should be more wide ly available. Knowledge of the consequences of unsafe practices can en hance motivation and adherence to safety guidelines. When consumers mi shandle food during preparation, the health community, food industry, regulators, and the media are ultimately responsible. Whether inapprop riate temperature control, poor hygiene, or another factor, the error occurs because consumers have not been informed about how to handle fo od and protect themselves. The food safety message has not been delive red effectively.