Center for Produce Safety

TK: This is hot off the wires and answers all questions: who, what, when, why and where. The question of how to restore consumer confidence is what all the W's will try to solve. From its appearance, this is a solid collaborative effort, a needed investment that could return big dividends. Also, here is short audio link from a conversation I had last week with Lorna Christie, senior vice president of industry products and services for PMA.

MEDIA ADVISORY
FRESH PRODUCE INDUSTRY TO UNVEIL SIGNIFICANT NEW INITIATIVES DESIGNED TO ENHANCE PRODUCE SAFETY
Produce Marketing Association pledges $2 million to create
Center for Produce Safety at the University of California Davis

WHAT DETAILS UNVEILED AT APRIL 11, 2007 PRESS CONFERENCE
Leading produce trade associations along with the California Department of Food and Agriculture and UC Davis’ Western Institute for Food Safety and Security (WIFSS) will unveil plans for a new Center for Produce Safety at a press conference on April 11, 2007. The new Center will serve as an unprecedented clearinghouse for research on produce safety overall and WILL fund new scientific studies to mitigate risks associated with the nation’s produce supply. The Produce Marketing Association will contribute $2 million towards launching the Center and will work with the State of California and other leading industry associations to secure additional funding.

The April 11, 2007 press conference will feature:

Plans for the scope and focus of the new Center for Produce Safety at WIFSS

An announcement by Dept. of Agriculture Secretary A.G. Kawamura on the State’s involvement in the Center

A Call to Action from the state of California and industry association partners to secure additional support for research and training initiatives

Plans for new science based training and outreach programs to enhance food safety systems

WHY Upon learning about the spinach E. coli outbreak in 2006, the entire produce supply chain immediately focused on answering two critical questions – how did this happen and how could they collectively work together to prevent an outbreak from occurring in the future. The industry is collaborating to improve existing systems to answer these questions and is focused on four critical areas – research, training, verification and consumer education – to ensure that consumers have a safe and healthy eating experience, every bite every time.

WHEN Wednesday, April 11 - 10:30 AM

WHERE Western Institute for Food Safety and Security (WIFSS)
UC Davis, 279 Cousteau Place, Suite 100
Davis, California 95616

WHO California Dept. of Food and Agriculture Secretary A.G. Kawamura
Produce Marketing Association President Bryan Silbermann
UC Davis representatives Dean Bennie Osburn and
WIFSS acting interim directors, Drs. Linda Harris and Robert Atwill
Western Growers Association Exec VP Matt McInerney and VP Dave Puglia
United Fresh Produce Association representatives
California Farm Bureau Federation President Doug Mosebar