PFSE kicks-off campaign to educate consumers

The Cargill, Costco Wholesale, the Frozen Food Foundation and the public health community-backed initiative looks at actions the public can take at home to reduce the risk of foodborne illness.

Non-profit PFSE is the creator the Fight BAC! campaign.

Shelley Feist, PFSE executive director, said the last thing anyone wants during the holiday season is a foodborne illness.

“We are grateful to tell the engaging story of how foodborne illness is prevented across the entire food chain – from farm to kitchen.”​

In 2016, “The Story of Your Dinner​” pilot had more than 200 million consumer impressions.

In post-program surveys, consumers reported a significant increase in knowledge of basic food safety measures they can use at home, including food thermometer use, not rinsing raw meat under running water and correct refrigerator temperature range.

This year’s program, launching 1 November, will include at-home tips through an educational video exploring the ‘chain of prevention’ – from the farm to processing to retail and to the dinner table.

It will also feature three instructional videos showing how to make holiday dishes with consistent food safety practices.

Hilary Thesmar, volunteer board chair and VP of food safety programs at the Food Marketing Institute, said industry can take a role in public conversation around steps taken to protect the safety of food.

“Joining with the non-profit PFSE in support of this campaign is an especially effective way to engage consumers about the important role they play in preventing foodborne illness at home.” ​