Community-Based, Food Safety Survey

Public concern about food safety is increasing. Questions are raised about the wholesomeness as people realize more fully it's not risk-free.1 Inherent food-related risks result from pathogenic microorganisms, naturally occurring toxicants, environmental contaminants, pesticide residues, and food additives.2 The ongoing assessment of these risk areas by the scientific community concluded our food supply is as safe as any. The public has, however, been more skeptical.

Public perception of key food safety issues provided the focus for the development of the La Crosse County Food Safety Advisory Committee (LCFSA). It was made up of representatives from the University of Wisconsin-La Crosse Extension, the La Crosse County University of Wisconsin-Extension, the La Crosse County Health Department, and a national food distributor headquartered in La Crosse. Committee members believed public perceptions needed to be assessed so steps could be taken to offer education on food safety issues in the community.

After informal committee discussion on food safety concerns with farmers, youth, elderly, homemakers, and professionals, committee members embarked on a formal survey assessment process with the general public. This process was selected because of its low cost, ability to reach a diverse group of people, and ability to accrue more accurate responses, in comparison with telephone and face-to-face survey approaches.3

A draft of the survey was reviewed by the full committee, and after incorporating suggested revisions, it was pilot-tested in the Fall of 1989. Each committee member asked up to 20 people in the target audiences to respond to the draft survey.

The final version of the survey was sent to a general public mailing list maintained by the University of Wisconsin-La Crosse Extension office. It was also distributed by volunteers to shoppers at four major food chains; clients at county elderly screening and nutrition sites, childhood immunization sites, and health care centers; Extension Homemakers; junior 4-H leaders; local pork council and breed association members; and others in the La Crosse area.

A total of 1,549 usable surveys were collected. Descriptive statistical analyses resulted in measures of central tendency, percentages, and cross tabulations that were aligned with all respondents and selected target audiences. The greatest areas of concern for food safety expressed by those who completed the survey included pesticides used in food (21%), drugs and other chemicals in foods (14%), and manufacturing standards (12%). This response cut across all occupational and age categories surveyed. It reflects the public concern about new and complex chemical technology used to increase food production and maintain food over the period from production to eventual consumption.

In responding to the question of how the consumer would like to learn more about these topics, 62% identified radio and TV and 60% identified newspapers as the optimal way to receive information. Self-study at 11% and educational programs at 29% scored appreciably lower, indicating most people want to learn about food safety issues in their own home, at their convenience.

When asked where they'd be most likely to attend a formal educational program, college and university settings were identified as the best location by 13%. Respondents who chose college settings for an educational program were people under age 55, who were more likely to have had previous exposure to the university. People over age 55 tended to identify the library or local governmental offices as preferred meeting locations. The low interest shown in both formal educational programs and self- study indicate they would be least effective in reaching broad segments of the population.

When asked what was a good time of the year for obtaining this information, 54% selected Winter, 42% chose Fall and Spring. Just 30% selected Summer, which probably reflects the community norm for less-structured activities in the Summer months. Most respondents chose evenings (56%) as the best time of the day to obtain information about food safety.

The survey yielded valuable insights about people's food safety concerns, along with insights into their preferences for education and information. As a result of these findings, the committee chose to conduct programming through regional media sources to address major consumer concerns and to produce a series of radio public service announcements widely aired throughout the county. Other committee food safety projects included providing a resource directory and training for food service workers. Extension's role in food safety education can be enhanced by collaborating with community-based agencies and organizations to survey and respond to consumers' concerns.

1. Elaine Auld, "Risk Communication and Food Safety," Contemporary Nutrition, XIV (No. 3, 1989), 2.

2. Joseph H. Hotchkiss, "Assessment and Management of Food Safety Risks," Contemporary Nutrition, XIV (No. 4, 1989), 2.

3. Gary D. Gilmore, M. Donald Campbell, and Barbara L. Becker, Needs Assessment Strategies for Health Education and Health Promotion (Indianapolis, Indiana: Benchmark Press,1989), pp. 20; 28-32.