How should food recalls and foodborne illness outbreaks be communicated?

Challenge

Foods, dietary supplements, and cosmetics can be recalled for different violations of regulations established by the U.S. Food and Drug Administration (FDA). Such violations can include the presence of foreign material (e.g., metal, glass) in a product, major allergens (e.g., peanuts, soy) that are not included in the list of ingredients, and bacteria or other organisms that can lead to foodborne illnesses among those who have consumed the product.

When public health issues related to food, dietary supplements, or cosmetics occur, the FDA faces the challenge of communicating to U.S. consumers and stakeholders both rapidly and effectively. To prevent injuries or illnesses, FDA’s communications must quickly reach the target audience and be clear, credible, motivating, and actionable.

Solutions

Westat works with the FDA to develop and administer quick turnaround surveys with U.S. consumers to assess their knowledge, attitudes, and reported behavior related to an unfolding food-related public health incident. Westat also conducts literature reviews to identify and examine existing research strategies, methods, and best practices related to communicating food recalls and foodborne illness outbreaks.

Results

Because outbreaks and recalls are often ongoing and evolving, quick turnaround surveys are an important tool for the FDA. Information is needed from consumers to ensure the FDA’s messaging is clear and easy to understand. Asking consumers for input about messaging also helps the FDA identify what not to say, thereby avoiding unintended negative effects. The FDA may also update communication messages based on feedback from consumers.