PMA's survey

As usual, the Produce Marketing Association is out front with an important consumer survey relating to fresh produce. I will nitpick just a little. I think the purpose of the release is to frame the industry's commitment to food safety and its robust response to foodborne illness outbreaks. It does that, but in the process leaves a few holes in the statistics.

This is how the release begins:

American consumers continue to buy fresh produce at a steady rate and expect to buy even more in the future, according to results from a recent consumer survey sponsored by Produce Marketing Association (PMA).

TK: Not much of a news hook here. Steady compared with what, exactly?

This report indicates consumer confidence in the produce industry is beginning to re-bound after recent E. coli illness outbreaks involving leafy green produce. The national telephone survey in early March involved 1,000 primary shopper consumers and was conducted by Opinion Dynamics Corporation (ODC).
The survey report revealed that consumers report their overall fresh produce consumption remains steady, with 54 percent of respondents reporting their purchases are at the same level as last year and nearly one-fifth (19 percent) saying their purchases have increased over this same period.

TK: 54 and 19 is 73..what about the other 27%. Has that group decreased purchases compared with a year ago?

Moreover, 31 percent of consumers indicated they plan to increase their purchases of fresh fruits and vegetables in the coming year.

Encouraging Results
These results are encouraging for the produce industry, which recently suffered outbreaks of food-borne illness caused by E. coli O157:H7-tainted leafy greens. Surveyed consumers reported they remain concerned about the fresh produce supply following the outbreaks, with 36 percent of respondents expressing some overall concern about the safety of fresh leafy green produce and 51 percent of those respondents citing the outbreaks as the cause for their concern. Meanwhile, nearly two-thirds (63 percent) of respondents said they had no "overall concerns" about fresh leafy green produce. Further, the survey revealed that consumers' overall confidence in the nation's fresh produce had not changed significantly in the recent months since the outbreaks.

TK: While constructed in neutral way, the fact that consumers' overall confidence in the nation's fresh produce had not changed significantly in the recent months is not a positive. We would hope to find greater confidence now than in November, and it shows there is plenty of work to do.


"The success of the produce industry depends upon our commitment to public health," said Bruce Taylor, PMA chairman-elect and Taylor Farms, Inc. chief executive officer. "We are passionate about the food our families grow and serve. The industry -- farmers, shippers, and processors -- are 100 percent committed to making sure that consumers have a safe, healthy, and enjoyable eating experience every bite, every time."
Surveyed consumers felt strongly that the produce industry should take the lead in ensuring the safety of the nation's fresh produce supply at 38% followed by federal/state regulators at 25%. Interestingly enough, consumers rated all equally at 28%.

TK: Not sure what they were all rated equally at- most responsible, or trustworthy...not sure what 28% refers to. But Bruce Taylor does a good job in providing the bottom line that success depends on commitment to public health.

Potential steps consumers cited to improve food safety include higher safety and sanitation standards, and better quality control.
"Our commitment to constant innovation in the way we grow, process, and ship produce is the reason why we have the safest food supply in the world," said Taylor. "The industry is investing millions of dollars and is working with government to improve existing systems to continue to reduce the risk of future outbreaks and better protect the public's health."
This year, PMA is allocating $2.75 million to support new produce safety efforts, including scientific research to close knowledge gaps about contamination sources and to develop preventive protocols and solutions. PMA and allied associations have been working together on a comprehensive food safety program that includes research, industry training and education, verification, and consumer education.

TK: PMA is putting major dollars into this issue and deserves much credit for standing in the gap at a critical time. The process of rebuilding public confidence will be slow. Making those dollars count for as long as possible will be key.