Source: DREXEL UNIVERSITY submitted to
DON'T WASH MY CHICKEN?! DEVELOPING FOOD SAFETY EDUCATION MESSAGES TO ADDRESS CONSUMER BARRIERS TO ADOPTING SAFE FOOD HANDLING PRACTICES
Sponsoring Institution
National Institute of Food and Agriculture
Project Status
COMPLETE
Funding Source
Reporting Frequency
Annual
Accession No.
1019803
Grant No.
2019-68008-29908
Cumulative Award Amt.
$298,910.00
Proposal No.
2018-09070
Multistate No.
(N/A)
Project Start Date
Jul 15, 2019
Project End Date
Jul 14, 2023
Grant Year
2019
Program Code
[A1701]- Critical Agricultural Research and Extension: CARE
Recipient Organization
DREXEL UNIVERSITY
3141 CHESTNUT STREET
PHILADELPHIA,PA 19104
Performing Department
Nursing and Health Professions
Non Technical Summary
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.
Animal Health Component
100%
Research Effort Categories
Basic
(N/A)
Applied
100%
Developmental
(N/A)
Classification

Knowledge Area (KA)Subject of Investigation (SOI)Field of Science (FOS)Percent
70360103020100%
Knowledge Area
703 - Nutrition Education and Behavior;

Subject Of Investigation
6010 - Individuals;

Field Of Science
3020 - Education;
Goals / Objectives
The major goal of this project is to develop an appropriate second generation of consumer education materials that encourage consumers to not wash raw poultry. Initial education efforts have reached a broad range of consumers but a subset of consumers are resistant to the message to not wash raw poultry. This research will undertake the approriate behavioral science formative research to identify a message that resonates with the subset of consumers still resistant to this message. The overall goal will be accomplished through the following objectives.Objective 1. Conduct online surveys to identify consumers who do not accept the Don't Wash Your Chicken! message and identify themes to be explored in in-depth interviews. Online surveys will be conducted nationwide to identify consumers who are (1) aware of the recommendation to not wash raw poultry, but who (2) still report that they do wash raw poultry. Surveys (N=500) will seek to better understand why these consumers are unwilling to engage in the recommended practice. Importantly, surveys will serve as a recruiting tool for Objectives 2 and 4, giving participants the option to take part in additional aspects of the research project (for additional compensation).Objective 2. Conduct in-depth interviews with consumers to understand barriers and identify messages that may resonate with consumers who do not accept the Don't Wash Your Chicken! message. In-depth interviews will be conducted with approximately 25 individuals who are identified through the online survey performed in Objective 1. These interviews will be structured and conducted either in an online format (skype, zoom or a similar technology) or by phone so that participants will represent consumers from across the United States. The structured interview questioning route will seek to not only identify why participants don't accept the current message but to explore what might convince them to accept the message and engage in the recommended behavior.Objective 3. Identification of novel message(s) and development of food safety education materials informed by results of Objectives 1 and 2. Educational messages informed by Objectives 1 and 2 will be identified and education materials containing the message(s) developed using cutting edge technology, potentially including animation, interactive webpages or videos.Objective 4. Perform Iterative Process with stakeholders and members of advisory committee to finalize novel food safety education materials. Initial drafts of the educational materials to be developed and will be shared with both the Advisory committee, BAC Fighters and consumers involved in Objectives 1 and 2 to provide feedback and allow for modifications before final materials are developed.Objective 5. Make novel food safety education materials available online at fightbac.org and actively disseminate them to food safety educators. In addition to making the materials available online at fightbac.org, the research team will actively promote the availability of the materials through social media (Facebook, Twitter, Instagram, and Pinterest) and blogging platforms (such as Medium) as well as through more traditional distribution channels (i.e. eXtension, Cal State MERLOT, Edmodo, Educade and other educational portals).
Project Methods
An online service such as Survey Monkey will be used to administer the survey regarding raw poultry handling. We will seek to recruit and obtain 500 completed surveys. Participants who complete the survey will receive a $5 gift card. Inclusion criteria will include: 1)18 yrs of age or older, 2) prepare meals using raw poultry 3) aware of the recommendation to not wash raw poultry 4) wash raw poultry despite knowledge of this recommendation Exclusion criteria will include: 1) <18 yrs of age, 2) do not prepare raw poultry, 3) prepare raw poultry but report not washing it. The survey will therefore target consumers who are aware of the recommended handling guidelines for raw poultry but do not engage in the recommended practice of not washing raw poultry. In this way we will be engaging consumers who are at the contemplation stage of behavior in the transtheoretical model of behavior change. That is, they are aware of the correct behavior but are not actively planning to change to perform the correct behavior. It is important to target this particular population so that we can better understand both why they don't practice the recommended behavior as well as what might persuade them to practice the recommended behavior (to be addressed in in-depth interviews).In-depth interviews around the topic of not washing raw poultry will be conducted with approximately 25 individuals recruited from the survey administered in Objective 1. The goal will be to recruit individuals from across the U.S. and of different ages, races, etc. Therefore recruitment from those identified in the survey will not be random but will be purposive to include the broadest range of individuals possible. Interviews will be conducted either in an online format (skype, zoom or a similar technology) or by phone. Use of a technology to allow a "face to face" interview online will be the preferred method, however if that appears to skew the demographics of participants we will perform some interviews by phone. The number of interviews to be conducted is based on the goal of reaching saturation of themes evolving from the interviews and is consistent with this type of qualitative research.After barriers to behavior and potential persuasive themes have been identified, the team will craft messages that seem likely to resonate with consumers. Based on initial findings, NMSU will lead a design session with the Drexel team to plan development of multimedia products with messages that may help overcome barriers to adoption of non-washing behavior.Multimedia products will first be developed in a draft version (for example, sketchy black-and-white animation with voiceover) so that they can be tested iteratively with consumers, BAC Fighters (through The Partnership for Food Safety Education) and the advisory committee. Input and opinions regarding the education materials will also be obtained from consumers who do not wash raw poultry. An option in the survey administered in Objective 1 will ask participants if they would be willing to participate in additional aspects of this research for additional compensation. We have budgeted sufficient funds to allow us to obtain feedback from approximately 35 consumers ($20/consumer). It is anticipated that this will be via sending a link to consumers with the drafts of the materials on the link and then having a short phone call (recorded) with the consumers to get their feedback of the materials.NMSU will design its multimedia products for primary distribution via the website, Fightbac.org and social media.Inclusion of the Partnership for Food Safety Education and the fighbac.org website to promote and house the novel education materials to be developed will ensure that the materials are seen by and are readily available to food safety educators and consumers alike.

Progress 07/15/19 to 07/14/23

Outputs
Target Audience:The target audience for this project was the general public and specifically consumers who prepare raw poultry. Additionally, the project aimed to develop tools that could be used by food and nutrition educators to reach the general public. Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided?This project resulted in the education of a MS student in Nutrition Sciences who completed their Thesis on this topic. Additionally, this project resultedin the professional development of a Post doctoral researcher on the project. Both of these individuals are also Registered Dietitians, resulting in more RD professionals with in depth knowledge of consumer food safety challenges. How have the results been disseminated to communities of interest?The final education campaign was officially made available on the websited of the Partnership for Food Safety Education (fightbac.org) in September of 2022 to correspond with Food Safety Education month with an introductory webinar for end users available in August 2022. Press releases were made by the Partnership for Food Safety Education, New Mexico State University and Drexel University. Over the final year of the project the availability of these resources was promoted using: Social media (Facebook, twitter, instagram and youtube) Promotion at three different professional meetings - theInternational Association for Food Protection (IAFP), Food and Nutrition Education Conference (FNCE) and National Extension Association of Family and Consumer Sciences (NEAFCS). The results/product of this project continue to be housed at the website:https://www.fightbac.org/dwyc/ What do you plan to do during the next reporting period to accomplish the goals? Nothing Reported

Impacts
What was accomplished under these goals? Objective 1 - An online survey was developed and administered to over 2,000 individuals nationwide. This survey informed both development of structured interiviews as well as target audience for the final education campaign developed. The work was presented at anAnnual meeting of the International Association for Food Protection and resulted in a manuscript which was peer-reviewed and published in the Journal of Food Protection. Objective 2 - Online structured inverviews were conducted with the appropriate consumers to be targeted. These interviews informed messages to be developed for the final education campaign. The work was presented at anAnnual meeting of the International Association for Food Protection and resulted in amanuscript which was peer-reviewed and published in the British Food Journal. Objectives 3 and 4 - The iterative process was used to identify three key messages around not washing raw poultry as well as an interactive final series of education messages that made up the final campaign. Stakeholders involvedin the iterative process included personnel from U.S. Department of Agriculture as well as the Centers for Disease Control. Additionally, academics with expertise in food safety and food microbiology were included. Finally, end users of the campaign to be developed (food and nutrition educators) were involved in the iterative process in order to ensure usability and acceptance of the final product by the endusers. Objective 5 - The final education campaign was officially made available on the websited of the Partnership for Food Safety Education (fightbac.org) in September of 2022 to correspond with Food Safety Education month with an introductory webinar for end users available in August 2022. Press releases were made by the Partnership for Food Safety Education, New Mexico State University and Drexel University. Over the final year of the project the availability of these resources was promoted using both social media (Facebook, twitter, instagram and youtube) as well as through promotion at three different professional meetings - the International Association for Food Protection (IAFP), Food and Nutrition Education Conference (FNCE) and National Extension Association of Family and Consumer Sciences (NEAFCS).

Publications

  • Type: Websites Status: Published Year Published: 2022 Citation: https://www.fightbac.org/dwyc/


Progress 07/15/21 to 07/14/22

Outputs
Target Audience: Nothing Reported Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided? Nothing Reported How have the results been disseminated to communities of interest? Nothing Reported What do you plan to do during the next reporting period to accomplish the goals?Objective 5 will be accomplished with the rollout and availability of the materials on the fightbac.org website in September, 2022 as part of Food Safety Education month. Materials will then continue to be promoted via social media as well as more traditional outlets.

Impacts
What was accomplished under these goals? Objectives 3 and 4 were completed with the Identification of a novel message and development of food safety education materials informed by work completed in the first two Objectives. The iterative process was used with stakeholders including bacfighters as well as government officials (CDC and USDA) in order to ensure that the materials developed were consistent with messages from government agencies. Input from bacfighters ensured that messages and materials were clear, understandable and useful to those that would be using these materials directly with consumers. Plans to acheive Objective 5 late in 2022 and early 2023 were begun.

Publications

  • Type: Journal Articles Status: Published Year Published: 2021 Citation: Gilman, A.D., S.C. Henley and J.J. Quinlan. 2021. Understanding Barriers to Consumers to Stop Washing Raw Poultry through In-Depth Interviews. British Food Journal. https://doi.org/10.1108/BFJ-07-2021-0837
  • Type: Journal Articles Status: Published Year Published: 2022 Citation: C. Vatral, A.D. Gilman and J.J. Quinlan. 2022 Evaluation of Consumers Behavior, Knowledge, and Attitudes Around the Message Not to Wash Raw Poultry. Journal of Food Protection. 85(6), 930-937 https://doi.org/10.4315/JFP-21-324


Progress 07/15/20 to 07/14/21

Outputs
Target Audience:Result of the first two objectives of the project were shared with the scientific community through presentation of the results at the Annual meeting of the International Association for Food Protection. Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided?The project supported the work of a MS student in Nutrition Sciences who is completed his thesis work on this project - specifically the development, administration, and analysis of the survey to be administered. The project also supported the work of a post-doctoral researcher who conducted in-depth interviews and their analysis. How have the results been disseminated to communities of interest?Results were disseminated to fellow scientists through both an oral and poster presentation at the International Association for Food Protection Annual meeting in Pheonix AZ in July 2021. (Titles and authors of presentations below) A.D. Gilman, C. Vatral and J.J. Quinlan. 2021. Use of In-Depth Interviews to Identify Barriers to Consumers Adopting a Recommended Food Handling Practice. Annual Meeting of the International Association for Food Protection. Phoenix, AZ. C. Vatral and J.J. Quinlan (Oral Presentation) 2021. Evaluation of Consumers Behavior, Knowledge, and Attitudes Around the Recommendation Not to Wash Raw Poultry. Annual Meeting of the International Association for Food Protection. Phoenix, AZ. Additionally, the work represented in these presentations were submitted for peer-reviewed publication in the journals: The British Food Journal and the Journal of Food Protection and are currently under review What do you plan to do during the next reporting period to accomplish the goals?Objectives 3 and 4 will be accomplished in the next reporting period, refining and developing the final message and education materials to be released, with the goal of accomplishing Objective 5 and releasing the education materials and hosting them on the fighbac.org website

Impacts
What was accomplished under these goals? Objectives 1 was completed with the administration of a nationwide survey to almost 2000 individuals to better understand the number of consumers who continue to wash raw poultry as well as what percent of participants are not aware of the recommendation not to wash raw poultry. The data collected in this objective was used to inform both Objectives 2 and 3. Objective 2 was completed, that is, 23 in-depth interviews were conducted with consumers who reported that they continue to wash raw poultry, despite knowing that the correct behavior is not to wash raw poultry. The interview transcripts were analyzed to identify barriers to not adopting the correct behavior, as well as identifying information and messages that might make some consumers more willing to adopt the correct behavior. Objectives 3 and 4 were begun, with meetings that included both the Advisory committee and other stakeholders, as well as the PI and all Co-PI's to begin to develop the message and education campaign to be developed.

Publications


    Progress 07/15/19 to 07/14/20

    Outputs
    Target Audience: Nothing Reported Changes/Problems:The work is proceeding as planned, however the shutdown due to COVID 19 in March 2020 did result in a slight delay in progress as personnel adjusted to an all virtual workspace. What opportunities for training and professional development has the project provided?The project has supported the work of a MS student in Nutrition Sciences who is completing his thesis work on this project - specifically the development, administration, and analysis of the survey to be administered. The project has also supported the work of a post-doctoral researcher who has developed the questioning route for the in-depth interviews and who will conduct and analyze the in-depth interviews. How have the results been disseminated to communities of interest?The work is still in the stage of collection of data through formative research and is not yet at the stage of dissemination of results. What do you plan to do during the next reporting period to accomplish the goals?During the next reporting period Objectives one and two will be completed with the administration of the survey nationally. Additionally, the in-depth interviews will be conducted and data analyzed. Work on Objectives 3 and 4 will begin and the identification of the message and how to disseminate it will begin, informed by the formative data obtained from Objectives 1 and 2.

    Impacts
    What was accomplished under these goals? Progress on Objectives 1 has begun with development of a survey to be administered nationwide to approximately 2000 individuals in order to determine the extent to which consumers have heard the message not to wash raw poultry as well as what percent of respondents still report that they continue the practice of washing raw poultry. Email addresses of those who report knowing the message to not wash raw poultry, but continue the practice anyway, will be collected to potentially participate in Objective 2 of the research. The survey is scheduled to be administered in September of 2020. Progress on Objective 2 has begun with development of a questioning route for the planned in-depth interviews with consumers who continue to wash raw poultry despite knowing the correct behavior.

    Publications