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Application of the NCFPD’s Best Practices in Risk Communication: Castleberry’s 2007 Botulism Recall

June 30, 2009

Presented byKathleen Vidoloff, University of KentuckyAny opinions, conclusions or recommendations expressed in this broadcast are those of the NCFPD Risk Communication Project and do not represent the policy or position of the Department of Homeland Security.

EDUCATIONAL USE ONLY

Communication challenges during food recalls

• Slow Identification• Cascading Warnings• Passive Communication• Complex Messages• No Targeting of Messages• Risk Fatigue

Matt Seeger & Julie Novak, Wayne State University

EDUCATIONAL USE ONLY

EDUCATIONAL USE ONLY

Castleberry: Comm. Challenges

• Large recall– Hard to track down products

• Communicating with single-stores, large chains– Multiple stakeholders

• Messages of self-efficacy• Proper way to dispose of the products

• Communicating after the recall

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Castleberry: Comm. Strengths

• Knew brand, product• Issued public warnings through the news media• Set up hotline for consumers• Refund program available online and by mail• Tried to reach Spanish-speaking

consumers/retailers

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Comparison Case: Salmonella in Produce 2008

Jalapeno

Pepper

Salmonella

FDA

Tomato

Coverage by keyword

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Comparison Case: Melamine in Milk 2008

China

Formula

Milk

Melamine

Coverage by keyword

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Solutions

• Best Practices in Risk Communication– Accepting uncertainty– Coordinating relationships BEFORE an outbreak– Being accessible to the media

• Risk communication as an intervention• Communicate before, during, after outbreak

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Intervention Points: Goal of Communication

• Early Recognition• Initial Warning

– Specific vs. General– Equivocal vs. Certain

• Targeting Messages• Ease of Reseponse

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What will you do?

Fifty-three cases of what had been thought to be stomach flu have now been connected to salmonella contaminated chicken served at a local restaurants.

More than 200 patrons are waiting for the results of their tests and more customers are going to the hospital with similar symptoms. While no one has died, a four-year-old boy is in critical condition.

Two previous health inspection reports cited the restaurant for not having the rotisserie at the correct temperature.

Two members of the kitchen staff were interviewed on the news last night and said the manager wouldn’t let them turn up the temperature to the state requirement because it dries out the meat.

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Concluding points

• NCFPD’s Best Practices in Risk Communication

• Risk communication as an intervention strategy for industry– At numerous points– During entire process

• Communicate before, during and after an outbreak– Internal vs. external communication