Title: Americans Responses to the Spinach E' coli Contamination of 2006
1Americans Responses to the Spinach E. coli
Contamination of 2006
- Cara L. Cuite, Ph.D.
- Sarah C. Condry
- William K. Hallman, Ph.D.
- Food Policy Institute
- Rutgers, The State University of New Jersey
2Contamination timeline
- September 14, 2006 FDA issues nationwide
advisory against eating bagged fresh spinach - September 15-21, 2006 Voluntary recall results
in removal of fresh spinach from retail outlets - September 22, 2006 The public can be confident
that spinach grown in the non-implicated areas
can be consumed.
3Nationwide telephone survey
- Data Collection
- November 8 - November 29, 2006
- Taco Bell contamination was in early December,
2006 - Random Digit Dialing
- 1,200 American adults in final sample
- Sampling error 2.8
- Data weighted using appropriate U.S. census
weights for gender, age, race, ethnicity, and
education - Funded through the USDA, CSREES
4Word recall used in survey
- Chose to use the word recall in the survey
- Technically an advisory from the FDA
- Media used recall
- Search of 9 newspapers across the country from
9/15 to 9/22 - RECALL 107 times
- ADVISORY 30 times
5Awareness of recall
6Survey wording
- Recently there was a national food recall in the
United States. Did you hear about this food
recall? - Can you tell me what food was recalled, or do you
not you know? - There was a spinach recall in September. Did you
hear about this recall?
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9What did you want to know when you first heard
about the spinach recall?
- What happened? (26)
- Where geographically did the contaminated product
come from? (10) - What brands/sell by dates were affected? (9)
- Where was the spinach being sold? (7)
- Was the spinach I purchased affected? (5)
- When will spinach be safe to eat again? (5)
Open-ended Percent of total mentions N636
10Many say they had heard a lot about it.
How much would you say you have heard or read
about the spinach recall?
n1038
11Where did people first hear about spinach recall?
12Spinach was a topic of conversation.
How often would you say youve talked with others
about the spinach recall?
Among those who had heard of recall, 84 say they
talked about the spinach recall with others
1n1045 (155 not aware of recall) 2n1200
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14What types of spinach were recalled?
Was recalled.
15Spinach recall knowledge
- 52 of the respondents who had heard about the
recall were able to correctly identify E. coli as
the contaminant. - 35 said they didnt know.
- 52 knew the contaminated spinach was grown in
California. - 41 said they didnt know.
16Knowledge of recall status
More than one month after the spinach recall. . .
The spinach recall is still in effect.
n 1029
17Likelihood of E.coli infection from eating spinach
Extremely likely
Not at all likely
Americans report their likelihood of E. coli
infection from eating spinach during the recall
as significantly higher than before the recall
or now.
18Most see spinach as safe
- Fresh bagged spinach is reported to be safe to
eat right now (M6.8) - But not as safe as other foods often contaminated
with E. coli
How safe would you say it is right now, to eat. .
.
n 1200
19Eating spinach Before, during and after the
recall
20Eating spinach Before the recall
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22What did you eat during the recall?
- 33 report they ate spinach other than fresh
spinach.
n 522 (spinach eaters and aware of recall)
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26How likely are you to eat spinach now that the
recall is over?
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28Likelihood of eating spinach as of November, 2006
29Belief about recall status by having eaten
spinach since recall
30Percentage who will avoid purchasing
31Generalization to other foods
- 18 reported they stopped eating OTHER bagged
produce as a result of the spinach recall. - 48 said they washed their food more thoroughly
as a result of the spinach recall. - Note This was not recommended as a way of making
spinach safe to eat.
32Trust
- How much do you trust the following to ensure the
safety of the U.S. food supply?
33Conclusions
- Looking back
- Recall information effectively reached the
public. - Most people heard about the recall.
- But, more detailed information was less well
remembered. - Most people reported that they stopped eating
spinach during the recall. - A small percentage ate spinach knowing that the
recall was in effect. - Even people who dont eat spinach changed some
behaviors as a result of the recall.
34Conclusions
- Looking forward
- A significant number of people were unsure about
whether the spinach recall had ended. - How can we effectively get the message out to
this group of people? - Most people seem to believe that spinach is now
safe. - Less likely to get sick from spinach now.
- Most people have eaten or will go back to eating
it. - However, 5 say they will never go back to eating
it.
35Ongoing research
- FPI currently analyzing
- media coverage of spinach recall
- institutional communication regarding spinach
recall - www.foodpolicyinstitute.com
36For more information, contact
- Cara L. Cuite, Ph.D.
- Research Associate
- Food Policy Institute
- cuite_at_aesop.rutgers.edu
- 732-932-1966 ext. 3044