Consumer risks and behavior

This USDA study examines how consumer behavior was changed by BSE findings in cattle during 2003 and by extension, what implications can be drawn for other foods.
Not much definitive here, just the assertions that news must be "news" to consumers before they revise they way they act. "Information might have to be at odds with what consumers believe to have an impact on risk perceptions," the report said.

This industry seems to be in dire need a big poll on consumer attitudes about fresh produce and food safety. That's one reason why an industry funded "Center for Produce Quality"-like group to address consumer concerns should be seriously considered by the boards of United, PMA, and Western Growers.

Talking with John McClung today, he recalled the days when he at United and Bryan Silbermann at PMA were kept busy with the original incarnation of the Center for Produce Quality. Back then, it was the roiling wake of Alar and the confusion of allegedly tainted Chilean grapes. Now the worry is pathogens on produce, but an equally vigorous industry response is warranted.