Enhancing Listeria Risk Communication for Vulnerable Groups

Background: Although food safety advice is relevant for all consumers; targeted advice needs to be given to specific groups of vulnerable consumers. To ensure appropriate food safety messaging, the Scottish Environment, Food and Agriculture Research Institutions is supporting a fellowship with Food Standards Scotland to make recommendations for developing effective strategies to communicate who the clinically vulnerable groups to foodborne illness are.

Methodology: In-depth telephone interviews, online and in-person focus groups were conducted with individuals aged ≥65 and informal caregivers (n=130) to explore food safety perceptions and practices. Discussions evaluated three risk communication statements regarding listeriosis and considered preferences for food safety messaging.

Results: The study found that while participants acknowledged the vulnerability of pregnant women and individuals receiving chemotherapy, awareness of increased risk among individuals aged ≥65 years and those with chronic conditions was generally low. Many had not previously considered themselves as being susceptible and indicated that they weren’t aware that the immune system changes with age. Nevertheless, many were able to comprehend immune system modifications when given a rationale. Discussions indicated the need to enable people to self-identify if they are at increased risk of foodborne illness. Some people found it easier to accept vulnerability resulting from a medical conditions or medications, rather than age alone. Discussions also considered appropriate terminology and imagery, trusted sources of information and appropriate methods of dissemination.

Conclusions: Effective food safety communication requires clear, detailed information tailored to the audience’s needs. Clinically vulnerable groups need targeted messaging that explains not just who is at risk but also why they are vulnerable. The next phase of analysis will develop a Holistic Food Safety Behavioural Framework to delve deeper into the factors influencing food safety behaviours, to obtain a better understand of why food safety messaging may be discarded to refine food safety communication strategies.