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EMERGING RESEARCH HAS IDENTIFIED WASHING RAW POULTRY AS A COMMON PRACTICE AMONG CONSUMERS. PREVIOUS USDA-FUNDED RESEARCH BY THIS TEAM DEVELOPED AND PILOTED A FOOD SAFETY EDUCATION CAMPAIGN TO INFORM CONSUMERS TO NOT WASH RAW POULTRY. THE MESSAGE THAT RAW POULTRY DOES NOT NEED TO BE WASHED WAS NOVEL TO MANY CONSUMERS. WHILE SOME CONSUMERS WERE WILLING TO ADOPT THE CORRECT PRACTICE OF NOT WASHING RAW POULTRY, IT WAS CLEAR THAT SOME WERE NOT WILLING TO ACCEPT THIS MESSAGE. THERE IS A NEED TO CONTINUE TO EXPOSE THE PUBLIC TO THE PROPER BEHAVIOR AND EVOLVE THE MESSAGE TO ADDRESS PERCEIVED BARRIERS INDIVIDUALS MAY HAVE TO ADOPTING THE PROPER BEHAVIOR. THE PROPOSED RESEARCH WILL 1) IDENTIFY BARRIERS - REASONS WHY SOME CONSUMERS ARE UNWILLING TO ADOPT THE PRACTICE OF NOT WASHING RAW POULTRY - THROUGH SURVEYS AND STRUCTURED INTERVIEWS TO BETTER UNDERSTAND WHY SOME CONSUMERS FEEL THE NEED TO WASH RAW POULTRY. 2) DEVELOP AND MODIFY NOVEL FOOD SAFETY EDUCATION MATERIALS THROUGH AN ITERATIVE PROCESS WITH STAKEHOLDERS, TO ADDRESS THE BARRIERS IDENTIFIED IN OBJECTIVE 1. 3) MAKE THE EDUCATION MATERIALS AVAILABLE ONLINE AT FIGHTBAC.ORG AND PROMOTE THEM THROUGH SOCIAL MEDIA AND BLOGGING PLATFORMS AS WELL AS MORE TRADITIONAL DISTRIBUTION CHANNELS.

$298,910FY2019National Institute of Food and AgricultureUSDA

Drexel University, Philadelphia PA

Investigators

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EMERGING RESEARCH HAS IDENTIFIED WASHING RAW POULTRY AS A COMMON PRACTICE AMONG CONSUMERS. PREVIOUS USDA-FUNDED RESEARCH BY THIS TEAM DEVELOPED AND PILOTED A FOOD SAFETY EDUCATION CAMPAIGN TO INFORM CONSUMERS TO NOT WASH RAW POULTRY. THE MESSAGE THAT RAW POULTRY DOES NOT NEED TO BE WASHED WAS NOVEL TO MANY CONSUMERS. WHILE SOME CONSUMERS WERE WILLING TO ADOPT THE CORRECT PRACTICE OF NOT WASHING RAW POULTRY, IT WAS CLEAR THAT SOME WERE NOT WILLING TO ACCEPT THIS MESSAGE. THERE IS A NEED TO CONTINUE TO EXPOSE THE PUBLIC TO THE PROPER BEHAVIOR AND EVOLVE THE MESSAGE TO ADDRESS PERCEIVED BARRIERS INDIVIDUALS MAY HAVE TO ADOPTING THE PROPER BEHAVIOR. THE PROPOSED RESEARCH WILL 1) IDENTIFY BARRIERS - REASONS WHY SOME CONSUMERS ARE UNWILLING TO ADOPT THE PRACTICE OF NOT WASHING RAW POULTRY - THROUGH SURVEYS AND STRUCTURED INTERVIEWS TO BETTER UNDERSTAND WHY SOME CONSUMERS FEEL THE NEED TO WASH RAW POULTRY. 2) DEVELOP AND MODIFY NOVEL FOOD SAFETY EDUCATION MATERIALS THROUGH AN ITERATIVE PROCESS WITH STAKEHOLDERS, TO ADDRESS THE BARRIERS IDENTIFIED IN OBJECTIVE 1. 3) MAKE THE EDUCATION MATERIALS AVAILABLE ONLINE AT FIGHTBAC.ORG AND PROMOTE THEM THROUGH SOCIAL MEDIA AND BLOGGING PLATFORMS AS WELL AS MORE TRADITIONAL DISTRIBUTION CHANNELS. · GrantIndex