US consumer confidence in produce safety improved in March for the first time after a series of food-borne illness outbreaks hit the fresh fruit and vegetable industry last autumn, according to new consumer research from the Produce Marketing Association. The research also indicates that while consumers blame the outbreaks on producers they also look to the industry for solutions and guidance.
“It is clear that consumers expect our industry to safeguard their health,” said PMA president Bryan Silbermann.
Consumer confidence in produce safety is stabilising according to a telephone survey of 1,000 primary shoppers conducted in early March for PMA by Opinion Dynamics Corporation. About one-third of consumers surveyed responded at the top two confidence positions on a seven-point rating scale (where 7 signified extremely confident) - close to the 37 per cent score in those same positions in February 2007. A majority (73 per cent) of these consumers told PMA their fresh produce purchases have held steady or increased compared to last year, and 85 per cent said they plan to maintain or increase their purchases this year.
“The data paint a picture that is still less than rosy and makes clear that industry-wide change is needed,” said Silbermann. Two-thirds of consumers have less than the highest confidence in overall produce safety, and 17 per cent reported votes of no confidence. Meanwhile, 41 per cent of consumers said they avoiding certain types of fresh fruits and vegetables, predominantly leafy greens and specifically spinach, though other products are suffering by association.
The marketplace impact is definite - The Los Angeles Times recently reported that retail spinach sales are down 54 per cent and estimates have bagged lettuce sales down by 6-8 per cent.
“When asked who was responsible for the recent food safety problems, consumers put growers and processors squarely at the top of the list,” said Silbermann. “They also told us they think farmers are the most credible spokespersons on the subject. Consumers are looking to us to make the situation right and restore their confidence. We must fulfill the trust they place in us.”
When asked to report in their own words what the produce industry could do to increase their confidence about food safety, topping the list were higher safety and sanitary standards and better testing.
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, training and education, verification and consumer education.
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