Identification of barriers to consumers adopting the practice of not washing raw poultry

How Perspectives on Food Safety of Vendors and Consumers Translate into Food-Choice Behaviors in 6 African and Asian Countries

Background

Consumption of unsafe foods increases morbidity and mortality and is currently an issue, particularly in low- and middle-income countries. Policy actions to ensure food safety are dominated by mitigation of biological and chemical hazards through supply-side risk management, lessening the degree to which consumer perspectives of food safety are considered.

Objectives

This study aimed to provide an in-depth understanding, from vendor and consumer perspectives, of how food-safety concerns of consumers translate into their subsequent food-choice behaviors in 6 diverse low- and middle-income countries.

Methods

Six Drivers of Food Choice projects (2016-2022) provided transcripts from 17 focus group discussions and 343 interviews conducted in Ghana, Guinea, India, Kenya, Tanzania, and Vietnam. Qualitative thematic analysis was used to identify emerging themes important to food safety.

Results

The analysis suggests that consumers constructed meaning about food safety through personal lived experience and social influences. Community and family members contributed knowledge about food safety. Concerns about food safety were influenced by reputations of and relationships with food vendors. Consumers' mistrust of food vendors was amplified by purposeful adulteration or unsafe selling practices and new methods used to produce food. Moreover, consumers were reassured of food safety by positive relationships with vendors; meals cooked at home; implementation of policies and following regulations; vendor adherence to environmental sanitation and food-hygiene practices; cleanliness of vendors' appearance; and vendors' or producers' agency to use risk mitigation strategies in production, processing, and distribution of food.

Conclusions

Consumers integrated their meanings, knowledge, and concerns about food safety to achieve assurance about the safety of their foods when making food-choice decisions. The success of food-safety policies hinges on consideration of consumers' food-safety concerns in their design and implementation, alongside actions to reduce risk in food supply.

Food Safety Attitudes, Behaviors, and Hygiene Measures among Predominantly Low-Income Parents in Houston, Texas

ABSTRACT

Foodborne infections in the United States affect racial-ethnic minority and low-income populations at higher rates than the general population. To identify the prevalence of food safety behaviors and demographic characteristics associated with food handling practices among a susceptible, high-risk population, a cross-sectional survey was administered to 106 parents with children enrolled at two elementary schools serving predominantly low-income families in Houston, Texas. Relationships between demographic characteristics and food safety behavioral outcomes were examined using cross-tabulations and Fisher's exact test. Most respondents were female (93.4%), Hispanic, Latino, or Mexican American (94.9%), and had no previous food handling employment experience (75.0%). The primary source of food safety information reported was the Internet (32.7%), and nearly half of parents (42.7%) reported that they did not consider contamination of food with germs a serious food safety problem. Hand washing before food preparation was more common (98.0%) than before touching the refrigerator handle (66.3%), after electronic device use (55.6%), or after handling raw animal proteins (77.6%). The prevalence of fresh fruit (98.0%) and vegetable (97.9%) washing and appropriate contaminated cutting board handling (89.0%) was high among parents. Self-reported gaps in food handling behaviors identified included lack of food thermometer ownership (80.4%), use of reusable cleaning tools (71.0%), inappropriate defrosting methods (67.4%), and washing of raw poultry (86.3%), seafood (84.9%), and meat (74.7%). Hand washing after electronic device use and defrosting methods were observed to vary significantly according to demographic characteristics. Food safety education with messages targeted to specific demographic groups may be necessary to reduce the risk of foodborne disease among low-income parents and young children.

HIGHLIGHTS

Consumer Awareness of the Message Not To Wash Raw Poultry, Current Practices, and Barriers to Following That Message

ABSTRACT

In the United States, an estimated 47.8 million cases of foodborne illness occur each year. Raw poultry is the most common single commodity food associated with foodborne illness. The practice of washing raw poultry is highly prevalent among consumers despite the significant cross-contamination risk. Previous educational campaigns have attempted to reduce the prevalence of washing raw poultry; however, limited information is available on how successful these campaigns have been for changing consumer behavior. An online survey was administered to 1,822 consumers in the United States via SurveyMonkey to determine whether consumers washed raw poultry and whether they were aware of the correct behavior to not wash raw poultry. Consumers who indicated that they were not aware of the correct behavior were presented with the U.S. Department of Agriculture educational message online and then asked how confident they were that they could stop washing raw poultry. The survey also included questions to identify barriers that prevented consumers who were aware of the correct behavior from not washing raw poultry. Results indicate that 73.5% (n = 1,340) of consumers reported washing raw poultry. Of those consumers, 68.1% (n = 913) indicated that they were not aware that the practice is incorrect. When these consumers were presented with the educational message, 81.9% (n = 748) indicated that they were somewhat to very confident that they could stop washing raw poultry. Of the consumers who were aware of the correct behavior but continued to wash raw poultry, 58.4% (n = 244) reported that they continued to do so because they thought they cleaned surfaces well afterward and did not believe that their washing raw poultry was a risk for cross-contamination. Data indicate that a large percentage of consumers are still not aware of the correct behavior to not wash raw poultry and a large subset of that group may easily adopt the practice if made aware of the correct behavior.

HIGHLIGHTS