The survey report revealed that consumers report their overall fresh produce consumption remains steady, with 54 percent of respondents reporting their purchases are at the same level as last year and nearly one-fifth (19 percent) saying their purchases have increased over this same period. Moreover, 31 percent of consumers indicated they plan to increase their purchases of fresh fruits and vegetables in the coming year.
Encouraging Results
These results are encouraging for the produce industry, which recently suffered outbreaks of food-borne illness caused by E. coli O157:H7-tainted leafy greens. Surveyed consumers reported they remain concerned about the fresh produce supply following the outbreaks, with 36 percent of respondents expressing some overall concern about the safety of fresh leafy green produce and 51 percent of those respondents citing the outbreaks as the cause for their concern. Meanwhile, nearly two-thirds (63 percent) of respondents said they had no "overall concerns" about fresh leafy green produce. Further, the survey revealed that consumers' overall confidence in the nation's fresh produce had not changed significantly in the recent months since the outbreaks.
"The success of the produce industry depends upon our commitment to public health," said Bruce Taylor, PMA chairman-elect and Taylor Farms, Inc. chief executive officer. "We are passionate about the food our families grow and serve. The industry -- farmers, shippers, and processors - are 100 percent committed to making sure that consumers have a safe, healthy, and enjoyable eating experience every bite, every time."
Surveyed consumers felt strongly that the produce industry should take the lead in ensuring the safety of the nation's fresh produce supply at 38% followed by federal/state regulators at 25%. Interestingly enough, consumers rated all equally at 28%. Potential steps consumers cited to improve food safety include higher safety and sanitation standards, and better quality control.
"Our commitment to constant innovation in the way we grow, process, and ship produce is the reason why we have the safest food supply in the world," said Taylor. "The industry is investing millions of dollars and is working with government to improve existing systems to continue to reduce the risk of future outbreaks and better protect the public's health."
This year, PMA is allocating $2.75 million to support new produce safety efforts, including scientific research to close knowledge gaps about contamination sources and to develop preventive protocols and solutions. PMA and allied associations have been working together on a comprehensive food safety program that includes research, industry training and education, verification, and consumer education.
Founded in 1949, PMA is the leading trade association serving more than 2,100 companies representing all segments of the global produce and floral supply chains. Members rely on PMA year round for the business solutions they need to increase sales and consumption, build strong professional relationships and expand their business opportunities.
