Anaheim, CA -- October 18, 2004 – The Partnership for Food Safety Education (Partnership), today announced a national food safety education campaign focused on safe handling of fresh fruits and vegetables.

Unveiled at the annual convention of the Produce Marketing Association (PMA), the recommendations build on the Partnership’s successful Fight BAC!® campaign. Consumer-tested messages will reach the public through the media, the Partnership’s national network of public and private Partners, grass roots food safety advocates and through fightbac.org.

The supporting produce handling education materials were developed as part of a collaborative effort among the Partnership’s full membership, including several produce industry organizations as well as other government, industry and consumer member-organizations. A complete list of Partnership members can be found at fightbac.org. Dissemination of the web-based safe produce handling materials is being supported, in part, through a generous gift to the Partnership from the PMA.

The produce handling education campaign builds on the Partnership’s long-standing Fight BAC!® campaign which uses consumer-tested, science-based messages "cook, clean, chill and separate" to promote safe food handling. High levels of consumer awareness for these core recommendations indicates that the Partnership’s Fight BAC!® campaign has made great strides educating consumers about these important food safety recommendations.

As part of the new produce education program, additional recommendations have been added highlighting the need to "check" produce (for bruising, damage and refrigeration if fresh cut) and to "throw away" fresh fruits and vegetables under certain conditions that may render them unsafe. All messages were tested with consumers to ensure they are clear and understood.

The Food and Drug Administration (FDA), the agency responsible for regulating the produce industry, supports this effort. "FDA is pleased that the Partnership for Food Safety Education is getting information out to consumers about produce safety," said Dr. Lester M. Crawford, Acting FDA Commissioner. "Raising and maintaining consumer awareness about how to handle fresh produce safely is an important step in the overall goal of reducing foodborne illness."

According to Tim Hammonds, Chairman of the Partnership for Food Safety Education and President and CEO of the Food Marketing Institute, ongoing education is imperative.

"The Partnership’s newly released consumer quantitative research findings show that in most cases, the greater consumers' message awareness, the greater the likelihood that they follow the safe handling recommendations, said Hammonds. "The survey suggested awareness of some produce-specific recommendations would be increased if consumers were provided more concise messages. We will leverage the Partnership's Fight BAC!® campaign and the vast network of Partnership members and BAC! Fighters to help get the word out," he continued.

To facilitate safe produce handling education efforts, the Partnership has enhanced the existing FightBAC!® program offerings with new produce handling educational materials and community outreach ideas. Materials can be downloaded at fightbac.org. They can be customized and include templates for generating local publicity, education tools, a slide presentation, flyers and brochures. Use of these materials by the industry, media and grassroots food safety advocates such as public health officials, educators, and health and nutrition professionals is key to continuing to help Americans understand the specific food safety recommendations.

"Increased consumption of fresh fruits and vegetables is crucial to a healthy diet. That's why it is so important for the Produce Marketing Association to support the Partnership and better educate consumers with the information they need to reduce their risk of foodborne illness," says Bryan Silbermann, Partnership Board member and President of PMA. "While the Partnership's research reveals that great progress has been made, more work needs to be done. Through the Fight BAC!® campaign, PMA joins other industry, government and consumer groups to educate consumers about safe produce handling."