Consumer Awareness and Perception to Food Safety

Consumer’s Awareness,
knowledge and practices linked
to fresh produce (including pre
packed fruits and vegetables)

Table of Contents
CHAPTER ONE: INTRODUCTION AND BACKGROUND.......................................................1
1.1 Research Overview...........................................................................................................1
1.2 Rationale of the research..................................................................................................3
1.3 Research aim and objectives............................................................................................3
1.4 Research questions...........................................................................................................4
1.5 Potential significance........................................................................................................4
1.6 Limitations of the research...............................................................................................4
1.7 Conceptual framework Analysis......................................................................................5
1.8 Structure of the dissertation..............................................................................................6
CHAPTER TWO: LITERATURE REVIEW..................................................................................7
2.1 Awareness of consumers regarding fresh produce...........................................................7
2.2 Factors related to food borne illness.................................................................................7
2.3 Government programmes for consumer to prevent food-borne illness............................8
2.4 Causes for contamination of fresh produce......................................................................9
2.5 Washing and purchasing practices of fresh produce known to the consumers..............11
2.6 Role of education in improving knowledge and practices regarding fresh produce......12
2.7 Role of bacterial agent's pathogens and its association to food borne illness................13
2.8 Importance of hand hygiene linked to food borne illness..............................................15
CHAPTER FOUR: RESULTS......................................................................................................17
CHAPTER FIVE: DISCUSSION..................................................................................................36
CHAPTER SIX: CONCLUSION..................................................................................................42
REFERENCES..............................................................................................................................46
APPENDIX 1.................................................................................................................................50
APPENDIX 2.................................................................................................................................53
APPENDIX 3 ................................................................................................................................56
APPENDIX 4.................................................................................................................................59
APPENDIX 5-...............................................................................................................................61
APPENDIX 6.................................................................................................................................74
Appendix 7.....................................................................................................................................75

APPENDIX 8 ................................................................................................................................76
APPENDIX 9 – .............................................................................................................................77
Appendix 10: .................................................................................................................................80
APPENDIX 11...............................................................................................................................82

CHAPTER ONE: INTRODUCTION AND BACKGROUND
1.1 Research Overview
Fresh produce is an important part to lead a healthy and balanced diet. Its consumption is
always been motivated by the doctors, nutritionists, government and public health agencies as
well. Change in the current health trends have suggested that an increase in the consumption of
fresh produce helps in building immunity in the body which ultimately reduces the risk of
diseases. It helps an individual in leading a healthy lifestyle.
Several studies have suggested that consumption of fruits and vegetables acts as a
preventive measure against various diseases. Its lower intake can lead to the risk of various
chronic diseases such as, cancer, coronary heart diseases, cataract formation and stroke as well.
There are various health benefits that are attached to the consumption of fresh produce. It
includes, decline in the prevalence rates of Type 2 diabetes, cardiovascular disease,
musculoskeletal disorders, dental cavities and several types of cancers, and both current and
previous studies support this statement (The National Health and Medical Research Council,
2017; Morgan, 2007). It plays an important role in balancing the blood pressure of the body as
well.
Scientific research proves that by eating recommended serving of fresh produce with
consuming at least five serves of vegetables and 2 serves of fresh fruits for adults in everyday
diet as recommended by the Australian guidelines has shown to reduce the chances of
developing chronic disease (The National Health and Medical Research Council, 2017). It
includes decrease in cardiovascular disease by 4% and reducing the risk of type 2 diabetes by
14% (Wang et al., 2014; Carter et al., 2010). A study also showcased that low consumption of
fruits and vegetables in Australian diet (<4 serves/day) has accounted for 9% of prostate cancer,
17% of colorectal cancer, 9% if breast cancer and, 2% of breast cancer (National Health and
Medical Research Council, 2003).
Fresh fruits and vegetables are grown in the open and natural environment. Some of them
have direct contact with the soil which increases the chances of high contamination from
pathogens in it (Maffei and et.al, 2016).Use of organic products and adopting its farming
practices, such as use of animal manure in crops, can increases the risk of contamination is crops
leading to health risks after its consumption. Now days, it is the major concern of people as well
as government. Alternative cropping systems have evolved that helps in reducing the use of
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chemical products while farming. It also results in lessen the health risk factors in human and the
environment as well (FSANZ, 2011).
When two or more than two people get in contact with the disease due to consumption of
same food or water is known as food borne disease. Despite of the consumption of fresh fruits,
people get accessible to various food borne diseases due the use of inappropriate methods while
farming. The most common food borne disease cases in the word is Salmonellosis. It led to
closure of various cafes and restaurants in Australia as well. Its incidence was found to be 49.8
cases per 100,000 population in 2012 (Salmonella, 2013). It outbreak is associated to products
which includes, eggs, poultry, milk, dairy products and raw meat. It also includes, fresh produce,
fruit juice, salad dressing, chocolates and peanut butter (Hocking, 2003). Consumers play a very
important role in mitigating and immobilizing the rates of food borne illness. In Australia 5.4
billion people annually get sick and 3000 people die from food borne illness with a cost of $1.25
billion spent annually because of that, with rates increasing annually (Department of Agriculture
Fisheries and Forestry, 2004).
Food borne diseases have greater impact on the human body. The increase in food borne
illness and the number of outbreaks increasing linked to fresh produce, it raises a lot of concerns
for the consumers in the future. Statistics from the past few years highlight a slight decrease in
food borne illness with 4 million people getting affected annually. On the other hand, there has
been a drastic increase by 50% seen in Salmonella strains causing food borne illnesses by 2012
in Australia, with double the cases observed in Queensland. This highlights a serious threat for
Queensland population.
Recent evidence supports this statement, in 2016 with a registered rock melon outbreak in
Australia linked with Salmonella with a total of 86 cases were reported in 2 weeks. This shows
that new strains of salmonella have been identified with serious food poisoning after consuming
rock melon. Food Safety Australia and New Zealand confirmed the presence of Salmonella in
the Red melon dirt farm. But the outbreaks have not been only limited to Australia but have also
been identified in the US.
According to with the FSANZ guidelines any presence of Salmonella spp. and
Escherichia Coli while examination ready to eat foods along with the range of >_102 cfu/g1 for
Listeria monocytogenes is considered potentially hazardous. It is important to highlight that the
FSANZ guidelines do not cover raw fruits and vegetables, especially the fresh produce that
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involve peeling, hulling or washing by the consumers prior to their consumption (Department of
Agriculture Fisheries and Forestry, 2004). As the guidelines suggest the acceptable level of a
microorganism to be present in the fresh produce that limits the risk and potential for causing
food borne illness. As consumers practices always vary from one person to another which is also
supported by previous consumer’s surveys.
The current research will help in identifying the current awareness level of people with
respect to food safety knowledge and handling practices. The findings will help food safety
authorities in targeting food safety messages to the consumers. It will further help in reduces the
implication of food borne diseases associated with fresh produce.
1.2 Rationale of the research
The research is considered to be valuable in nature if it helps to serve a certain purpose. It
is important to understand the rationale of the research in order to ascertain its relevance. The
inappropriate and insufficient knowledge has attracted the researcher to study the topic.
Moreover, the growing diseases from food borne diseases is the another aspect being considered
by the researcher for it.
The relationship between consumption of food produce and its impact is another aspect
of this research which help the current researchers to draw better conclusions and
implementations of strategies with respect to fresh produce. It will help in identifying the reasons
of food borne diseases and its impact on human body.
1.3 Research aim and objectives
The main aim of the research is “to understand the awareness level and knowledge of
consumers regarding food safety and handling practices that are associated to fresh produce
(including pre packaged fruits and vegetables). The objectives of the research are:
 To identify the gaps in current fresh produce knowledge and awareness level of the
consumers
 To strengthen the safety with respect to fresh produce and mitigate the risk of future
surge in food borne illness
 To set baseline knowledge in Australian consumers regarding fresh produce.
 To provide useful information to the current researchers for better creation and
implementation of the strategies associated to fresh produce.
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1.4 Research questions
The researcher is accountable to create research questions for better conduction of the
research. In the present scenario, following research questions have been identified:
 What are the gaps in the knowledge and awareness level of consumers regarding fresh
produce?
 What measures can be taken to reduce the risk of future surge in food borne diseases?
 What knowledge the consumers of Australia should own regarding fresh produce?
 What information is required to be considered by the current researchers for better
creation and implementation of the strategies associated to fresh produce?
1.5 Potential significance
The current study is associated to check the awareness level of consumers with
respect to food safety and handling practices. The study will prove to be effective for the people
who involved in constant intake of fresh produce (including fruits and vegetables). It is
envisaged that the research findings will help food safety authorities target food safety messages
to consumers, which could help reduce the number of food-borne illness outbreaks associated
with fresh produce. People will get to know about various food borne diseases that are related to
fresh produce and measures that can be used by them to reduce its incidence (Food Authority
NSW, 2008).
It is an important step taken by the researcher to outline the strategies that can be taken
into account by the current researchers and implement them in the better way. It will help in
reducing the ill impact of fresh produce on human health. Health is an important aspect of a
human body (Olaimat and Holley, 2012). It will educate the consumers regarding fresh produce
so that they can take better and effective decisions for their health
1.6 Limitations of the research
There are several limitations that are associated to current study due to certain research
constraints. The scope of the study is limited to factors including limited availability of data as
well as time and money constraint. It is important for the research to invest adequate amount of
money in the study so that he can come up with valuable and effective outcomes. The current
study is associated with ascertaining the awareness level of consumers regarding food safety and
handling practices that are associated to fresh produce (including pre packaged fruits and
vegetables). The major limitation is lack of availability of information with respect to fresh
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produce in Australia. Moreover, the researcher needs to conduct the study in the specific time
frame considering the entire important factor. It will put relatively high constraint in the study.
Inactive participation of people in the research can deviate the results of the study.
1.7 Conceptual framework Analysis
Framework and analysis is an important aspect of any study. It consist of detailed
information with respect to the investigation that researcher is going to conduct in the study. For
the current study associated with ascertaining the awareness level of consumers regarding food
safety and handling practices that are associated to fresh produce (including pre packaged fruits
and vegetables) following tools and techniques will be applied: Research design: The current study has been conducted by applying descriptive research
which helps the researcher to collect large amount of information on fresh produce in
Australia. It proved to be an effective tool aligned to the objective of the current study. Research philosophy: The current stud has considered theoretical aspect a it is regarding
ascertaining the awareness level of consumers regarding food safety and handling
practices that are associated to fresh produce (including pre packaged fruits and
vegetables). With respect to this, interpretivism philosophy has been used to collect the
data for the current study. Research type: The research has been conducted considering qualitative type of
investigation as qualitative methods are used analyse the collected data. It will help in
taking out valid outcomes of the study (Taylor, Bogdan and DeVault, 2015). Research approach: The present study is related to generation of new approach and
hence, inductive approach of research has been used in the current research. Data collection: For the present study, both primary and secondary data of collection
have been used in order to address the formed aim and objectives. Primary data have
been collected through sample of consumers and secondary data have been used through
journals, books and other published sources.
 Data analysis: In the present study, data will be collected through qualitative techniques
wherein thematic analysis will be conducted. The collected data will be analysed through
themes and graphical representation.
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