foodborne illness outbreak simulation workshop
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FOODBORNE ILLNESS OUTBREAK SIMULATION WORKSHOP
SE Veg & Fruit ExpoNovember 30, 2010
INTRODUCTIONS
SE Veg & Fruit ExpoNovember 30, 2010
EXPECTATIONS
Everyone will be working together in their respective groups Each group will have different issues to address and deal with
Overall the goal is for the group to work together through a crisis situation
SE Veg & Fruit ExpoNovember 30, 2010
YOU WILL BE WORKING TOGETHER AND ROLE PLAYING
Groups: Producers Commodity Associations and Organizations
Other participants: Media Regulators
PRODUCERS
SE Veg & Fruit ExpoNovember 30, 2010
PRODUCER GROUP 1: TARHEEL ACRES GROWERS
Conventional, organic, transition organic
Piedmont Large packing facility Pack for neighboring farms Repack imports Mainly wholesale, Carrboro Farmers’ Market Peppers, fresh round tomatoes, strawberries, melons
SE Veg & Fruit ExpoNovember 30, 2010
PRODUCER GROUP 2: PLOTT HOUND CREEK FARMS
Small-ish farmer Conventional production mainly Newton Grove Direct market foodservice, wholesale and direct-to-store Fresh round tomatoes, peppers, strawberries, sweet corn
SE Veg & Fruit ExpoNovember 30, 2010
PRODUCER GROUP 3: RISING SUN FARMS
Conventional Medium size farm Goldsboro Mainly wholesale, Raleigh Farmers’ Market Tomatoes, peppers, and melons
Chicken houses adjacent to field
SE Veg & Fruit ExpoNovember 30, 2010
COMMODITY ASSOCIATIONS AND ORGANIZATIONS
Tomato Growers Association NC Vegetable Growers Association Tomato Council United Fresh Produce Association
SE Veg & Fruit ExpoNovember 30, 2010
MEDIA -- OUR JOURNALISTIC TEAM
News and Observer Charlotte Observer
CNN Perez Hilton
Late night television
WRAL Twitter Yahoo News
SE Veg & Fruit ExpoNovember 30, 2010
AUGUST 15, 2011 -- PRESS RELEASE
NC Department of Health says “There are an increased number of illnesses which are linked together with a genetic fingerprint”
Salmonella Poona 24 illnesses in NC CDC has been dispatched
SE Veg & Fruit ExpoNovember 30, 2010
AUGUST 17, 2011 -- MORE INFORMATION TRICKLES OUT
Not just NC Buncombe Co Health Department says “appears that they are linked to fast food”
TN Department of Health says “may be associated with Mexican restaurants”
TN, SC, GA -- all genetic matches National conference call
SE Veg & Fruit ExpoNovember 30, 2010
AUGUST 19, 2011 SALMONELLA -- TN HEALTH DEPARTMENT ITS TOMATOES
What do you do? Who do you call? What kind of things do you do to assess your system?
What do you release to the media?
SE Veg & Fruit ExpoNovember 30, 2010
AUGUST 20, 2011 -- PRESS CONFERENCE
Announced that it is tomato-linked
Mike Taylor, FDA food safety czar "It is always an upset to the industry when we have to put consumer advice out like this, but . . . we don't know which tomatoes are causing the illnesses; and we don't want to wait until we find out and then learn that people were getting sick.”
SE Veg & Fruit ExpoNovember 30, 2010
WHAT ELSE HAPPENS?
Media attention Blogs, Twitter, Youtube
Increased testing of tomatoes Buyer questions??? Local demand? Tomato sales decrease
SE Veg & Fruit ExpoNovember 30, 2010
DAMAGE CONTROL
Plott Hound Creek Farms Increase in traffic on farm
Consumers talking about how the outbreak scares them from purchasing at large stores
Tarheel Acres Growers Contact neighboring farms to confirm they are using GAPs
Increase in demand for tomatoes at Farmer’s market
Lots of discussion from customers
SE Veg & Fruit ExpoNovember 30, 2010
INDUSTRY INVESTIGATIONS -- LOOKING FOR THE SOURCE
Discuss your distribution chain How do you prove it is not your farm?
Documentation? Where has your product gone?
Traceability?
SE Veg & Fruit ExpoNovember 30, 2010
AUGUST 23, 2011 -- OUTBREAK HAS BEEN TRACED TO TARHEEL ACRES GROWERS
SE Veg & Fruit ExpoNovember 30, 2010
CLASS I RECALL
Class I is a situation in which there is a reasonable probability that the use of, or exposure to, a violative product will cause serious adverse health consequences or death
19
SE Veg & Fruit ExpoNovember 30, 2010
AUGUST 23, 2011 -- RECALL
How do you get the product back? Where did it go? What documentation do you need? Other groups roles in this?
SE Veg & Fruit ExpoNovember 30, 2010
NCDA AND FDA, CONDUCTING THE INVESTIGATION, ASKS FOR:
Flow charts Lab reports HACCP/SSOP records Production records Distribution records
SE Veg & Fruit ExpoNovember 30, 2010
ON-FARM INVESTIGATION
Where they might start looking on-farm Water Worker health and hygiene Wildlife
SE Veg & Fruit ExpoNovember 30, 2010
AUGUST 25, 2011 -- MORE INFO ABOUT THE IMPLICATED SITE ARISES…
Importing/repacking Custom packing for themselves and others
Implicated product went to other dealers
SE Veg & Fruit ExpoNovember 30, 2010
FALL 2011 -- RECOVERY
Outbreak is over What’s next? Who is affected? What needs to be done to get things back on track?
SE Veg & Fruit ExpoNovember 30, 2010
SO WHAT DOES THIS ALL MEAN?
Be prepared for outbreaks Have a plan to manage them Be available Monitor what people are saying about industry/products
Use non-print methods Take control of the story
SE Veg & Fruit ExpoNovember 30, 2010
PFGE
SE Veg & Fruit ExpoNovember 30, 2010
OUTBREAK CURVE
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