Moving Forward

Tomatoes were believed to be the source of the latest foodborne illness outbreak. At press time, however, FDA had dropped its tomato advisory and was pursuing fresh jalapeño peppers as the culprit.

Just how did consumers — growers’ ultimate customers — feel about tomatoes being pulled off store shelves, salad bars, and restaurants’ salads?

“Angry,” says Christine M. Bruhn, director of the Center for Consumer Research in the Department of Food Science and Technology at the University of California-Davis.

“Consumers, in general, don’t have a good grasp on how a foodborne illness outbreak could occur in a healthy product, such as a vegetable or a fruit,” says Bruhn. “They think the outbreak occurred because someone carelessly made a mistake. Tomatoes are a popular food item, and they are a product people look forward to eating. Consumers are really put out when they can’t
eat [tomatoes].”

The Learning Curve

The bottom line is consumers need to learn that contamination of fresh produce can and does occur. “They think that the E. coli outbreak in spinach two years ago was an isolated incident,” explains Bruhn. “Most of the time, we are not growing in a controlled environment, and contamination can occur in a controlled environment, as well,” she adds.

So how do we make fresh produce safe? In the near future, Bruhn predicts that we will begin to see irradiation on fresh produce. “The FDA has had a petition for irradiation before them in the greens and fresh-cut area for about 10 years,” she says. “I think that consumers will say ‘yes’ to buying these products when they recognize that the [irradiation] symbol is a sign of value-added.”

Bruhn also points out that in actuality, there are very few foodborne illness outbreaks, and we have access to a “mass amount of wonderful fruits and vegetables.”

Leave a Reply

Featured Stories
Irrigation
March 26, 2017
Tips to Maximize Water Efficiency
Editor’s note: Spencer Cooper joined the Almond Board of California last fall as Senior Manager, Irrigation and Water Efficiency. Western Read More
SWD On Raspberry
Berries
March 26, 2017
Outsmarting SWD with Social Media
Entomologist in Kentucky uses social media for pest updates, trap catches. Read More
honeybees
Citrus
March 25, 2017
New Videos Offer Tips on Planting Pollinator Habitats
A new video series on planting flowering habitats is designed to help growers support crop pollinators. Read More
Freeze protected blueberry bushes in Florida
Berries
March 25, 2017
Florida Blueberry Crop Escapes Slap from Late-Season Cold Snap
Freeze protection tactics prove fruitful as local producers look to gain from Georgia’s loss. Read More
Apples & Pears
March 25, 2017
Two MAIA Releases Available for Growers, Hobbyists
‘Crunch-A-Bunch’ is an early ‘GoldRush’ and ‘Bakers Delight’ is a secret ingredient for baking. Read More
Nuts
March 24, 2017
Foreboding Fungus Vexes Almond Growers
In parts of California, almond growers have recently become concerned about Ganoderma root and butt rot. To put this concern Read More
Citrus
March 24, 2017
Marrone Bio Introduces Biostimulant to Reduce Sun Stress
Haven Anti-transpirant helps to reduce transpiration of fruit, nut, and vegetable crops. Read More
Campus of Massey University in New Zealand
Citrus
March 23, 2017
Count Down the World’s Top 30 Agriculture Colleges
Familiar names, and several new faces among annual ranking’s elite. Read More
Pest Control
March 22, 2017
Fear of GMOs is Impacting Quality Food Research [Opinion]
Perhaps the greatest threat to our industry is a public that values instinctual opinion over careful research and the findings of experts who have dedicated years to their field of study. Read More
Business Planning
March 22, 2017
How HortTech Is Solving Grower Challenges
Dozens of tech companies are looking for solutions to real-world problems vegetable growers face. We take a look at what it could really mean for you and your business. Read More
Production
March 22, 2017
Weighing the Good and Bad of Six Soilless Media Options
Trying to decide which growing media is the right one for your greenhouse vegetable production? Take a look at these six options. Read More
Citrus
March 21, 2017
Industry Groups, Ag Leaders React to Proposed USDA, EPA Budget Cuts
New plan would slash USDA spending by 21%. Read More
Freeze protected peach trees in Florida
Cold Protection
March 21, 2017
Freezing Temperatures Hit South Carolina Crops Hard
Peaches, blueberries, and strawberries among crops damaged. Read More
fork digging into a plate full of salad
Citrus
March 21, 2017
Since When Did Eating Get So Complicated? [Opinion]
The bottom line to all this is the way we eat is undergoing massive disruption. Read More
Apples & Pears
March 21, 2017
Two More Lost Apple Varieties Found In Steptoe Butte
Amateur apple detective strikes again with two more finds in abandoned orchards near state park. Read More
The Latest
Irrigation
March 26, 2017
Tips to Maximize Water Efficiency
Editor’s note: Spencer Cooper joined the Almond Board of California last fall as Senior Manager, Irrigation and Water Efficiency. Western Read More
Berries
March 26, 2017
Outsmarting SWD with Social Media
Entomologist in Kentucky uses social media for pest updates, trap catches. Read More
Citrus
March 25, 2017
New Videos Offer Tips on Planting Pollin…
A new video series on planting flowering habitats is designed to help growers support crop pollinators. Read More
Berries
March 25, 2017
Florida Blueberry Crop Escapes Slap from…
Freeze protection tactics prove fruitful as local producers look to gain from Georgia’s loss. Read More
Apples & Pears
March 25, 2017
Two MAIA Releases Available for Growers,…
‘Crunch-A-Bunch’ is an early ‘GoldRush’ and ‘Bakers Delight’ is a secret ingredient for baking. Read More
Nuts
March 24, 2017
Foreboding Fungus Vexes Almond Growers
In parts of California, almond growers have recently become concerned about Ganoderma root and butt rot. To put this concern Read More
Citrus
March 24, 2017
Marrone Bio Introduces Biostimulant to R…
Haven Anti-transpirant helps to reduce transpiration of fruit, nut, and vegetable crops. Read More
Citrus
March 23, 2017
Count Down the World’s Top 30 Agricultur…
Familiar names, and several new faces among annual ranking’s elite. Read More
Pest Control
March 22, 2017
Fear of GMOs is Impacting Quality Food R…
Perhaps the greatest threat to our industry is a public that values instinctual opinion over careful research and the findings of experts who have dedicated years to their field of study. Read More
Business Planning
March 22, 2017
How HortTech Is Solving Grower Challenge…
Dozens of tech companies are looking for solutions to real-world problems vegetable growers face. We take a look at what it could really mean for you and your business. Read More
Production
March 22, 2017
Weighing the Good and Bad of Six Soilles…
Trying to decide which growing media is the right one for your greenhouse vegetable production? Take a look at these six options. Read More
Citrus
March 21, 2017
Industry Groups, Ag Leaders React to Pro…
New plan would slash USDA spending by 21%. Read More
Cold Protection
March 21, 2017
Freezing Temperatures Hit South Carolina…
Peaches, blueberries, and strawberries among crops damaged. Read More
Citrus
March 21, 2017
Since When Did Eating Get So Complicated…
The bottom line to all this is the way we eat is undergoing massive disruption. Read More
Apples & Pears
March 21, 2017
Two More Lost Apple Varieties Found In S…
Amateur apple detective strikes again with two more finds in abandoned orchards near state park. Read More
GenNext Growers
March 20, 2017
Packaging: A Powerful Way for Farmers to…
Growers have few opportunities to communicate with end users. Paying mind to what’s on the outside can help sell a lot of what’s inside. Read More
Crop Protection
March 20, 2017
Biologicals Gaining Acceptance Among Mor…
Driven by new innovation and consumer demand, growers look to the biocontrol sector for new solutions. Read More
Disease Control
March 17, 2017
Prevent Alternaria from Putting Your Sna…
Learn how to identify, the survival and spread, as well as management methods for this vegetable disease. Read More