Transcript Castleberry`s 2007 Botulism Recall

Application of the NCFPD’s Best
Practices in Risk Communication:
Castleberry’s 2007 Botulism Recall
June 30, 2009
Presented by
Kathleen Vidoloff, University of Kentucky
Any opinions, conclusions or recommendations expressed in this broadcast
are those of the NCFPD Risk Communication Project and do not represent
the policy or position of the Department of Homeland Security.
EDUCATIONAL USE ONLY
Communication challenges during
food recalls
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Slow Identification
Cascading Warnings
Passive Communication
Complex Messages
No Targeting of Messages
Risk Fatigue
University
EDUCATIONAL USE ONLY
Matt Seeger & Julie Novak, Wayne State
EDUCATIONAL USE ONLY
Castleberry: Comm. Challenges
• Large recall
– Hard to track down products
• Communicating with single-stores, large chains
– Multiple stakeholders
• Messages of self-efficacy
• Proper way to dispose of the products
• Communicating after the recall
EDUCATIONAL USE ONLY
Castleberry: Comm. Strengths
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Knew brand, product
Issued public warnings through the news media
Set up hotline for consumers
Refund program available online and by mail
Tried to reach Spanish-speaking consumers/retailers
EDUCATIONAL USE ONLY
Comparison Case: Salmonella in Produce 2008
Coverage by keyword
Jalapeno
Pepper
Salmonella
FDA
Tomato
EDUCATIONAL USE ONLY
Comparison Case: Melamine in Milk 2008
Coverage by keyword
China
Formula
Milk
Melamine
EDUCATIONAL USE ONLY
Solutions
• Best Practices in Risk Communication
– Accepting uncertainty
– Coordinating relationships BEFORE an outbreak
– Being accessible to the media
• Risk communication as an intervention
• Communicate before, during, after outbreak
EDUCATIONAL USE ONLY
Intervention Points: Goal of
Communication
• Early Recognition
• Initial Warning
– Specific vs. General
– Equivocal vs. Certain
• Targeting Messages
• Ease of Reseponse
EDUCATIONAL USE ONLY
What will you do?
Fifty-three cases of what had been thought to be stomach flu have now
been connected to salmonella contaminated chicken served at a local
restaurants.
More than 200 patrons are waiting for the results of their tests and more
customers are going to the hospital with similar symptoms. While no one
has died, a four-year-old boy is in critical condition.
Two previous health inspection reports cited the restaurant for not having
the rotisserie at the correct temperature.
Two members of the kitchen staff were interviewed on the news last night
and said the manager wouldn’t let them turn up the temperature to the
state requirement because it dries out the meat.
EDUCATIONAL USE ONLY
Concluding points
• NCFPD’s Best Practices in Risk Communication
• Risk communication as an intervention strategy for
industry
– At numerous points
– During entire process
• Communicate before, during and after an outbreak
– Internal vs. external communication
EDUCATIONAL USE ONLY