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FOOD SAFETY = BEHAVIOR Frank Yiannas Vice President, Food Safety & Health
FOOD SAFETY = BEHAVIOR
Frank Yiannas Vice President, Food Safety & Health
3 degrees
2 gether
1 purpose
A Food Safe America
400
Source: CONNECTED The Amazing Power of
Social Networks, Christakis & Fowler
(2011)
8,000 160,000 3,200,000
1˚ 2˚ 3˚
Together: A Food Safe America
3
The History of Food Processing
• 2000 B.C. - Here, eat this food quickly before it spoils.
• 500 B.C. - That food spoils fast. Here, salt it.
• 1845 A.D. - That salt tastes bad. Here, place that food on ice.
• 1850 A.D. - That ice melts fast. Here, place that food in a refrigerator.
• 1864 A.D. - That food still spoils. Here, pasteurize it.
• 1980 A.D. - That pasteurized food doesn’t last long enough. Here, irradiate it.
• 1997 A.D. - That irradiated food is bad for you. Here, eat this “all natural fresh” stuff.
• 2000 A.D. - That “all natural fresh” stuff goes bad. Here, eat this food quickly before it spoils.
Copyright 2005 Yiannas
Global Trends in
FOOD SAFETY
Food Safety & Health
Are we WINNING the battle against foodborne disease?
Are we WINNING
the battle against
foodborne disease?
Source: Armstrong et al, JAMA 1999
Infectious Disease Mortality, U.S., 1900-1996
Amoebiasis
Botulism
Brucellosis
Cholera
Hepatitis
Salmonellosis
Scarlet fever (streptococcus)
Staphylococcal food poisoning
Tapeworms
Trichinosis
Tuberculosis, bovine
Typhoid fever
Foodborne Pathogens 1900 - 1939
Source: CDC, US
Global Trends in
FOOD SAFETY Food Safety & Health
Emergence of non-typhoid Salmonella infections
USA, 1920-1997
Years
Source : CDC, National surveillance data
0
5
10
15
20
25
30
35
40
45
50
1920 1930 1940 1950 1960 1970 1980 1990
Incid
en
ce
pe
r 1
00
,00
0 p
op
ula
tio
n
Typhoid
Are we ‘currently’ winning?
2014
2020
Improved Food Safety
Changing Food System
Emerging Pathogens
Immunocompromised
New Food Vehicles
Social Media +
Foodborne Surveillance
Challenges to the Food Safety
There are no
Silver
Bullets
13
Traditional Food Safety Strategies
•Training
•Inspections
•Micro Testing
Beyond Food Safety Management - Food Safety Culture
Retail Food Deli Departments
Percent Observations Out-of-Compliance
56.9
26.8
19.8 19.1
11.2
2.8
62.3
22.5
19.4 21.5
9.2
4.0
50.8
20.5 18.7
28.4
9.4
4.3
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
Improper
Holding/Time &
Temperature
Poor Personal Hygine Protection From
Contamination
Other/Chemical Inadequate Cooking Food From Unsafe
Sources
Per
cen
t
FDA Baseline 1998 FDA Baseline 2003 FDA Baseline 2008
“If the only tool you have is
a hammer, you tend to see
every problem as a nail.”
- Abraham Maslow
Psychologist
1908 - 1970
17
Food Safety = Behavior
Beyond Food Safety Management - Food Safety Culture
18
“Behavior change
is complex.”
- B.F. Skinner
Beyond Food Safety Management - Food Safety Culture 19
Traditional
Food Safety Management
Behavior-Based
Food Safety Management
• Focuses on processes. • Focuses on processes and people.
• Primarily based on Food Science. • Based on Food Science, Behavioral
Science, and Organizational Culture.
• Simplistic view of behavior change. • Behavior change is complex.
• Linear cause and effect thinking. • Systems thinking.
• Creates a food safety program. • Creates a food safety culture.
Food Science + Behavioral Science
Source: Yiannas, Food Safety Culture, 2008
Beyond Food Safety Management - Food Safety Culture 20
Behavior Change Theories & Models
• Behavioral Theory
• Social Cognitive Theory
• Health Belief Model
• Theory of Reasoned Action
• Transtheoretical Model
• Social Marketing
Consistency &
Commitment
Reducing Reservation “No-Shows” at a Chicago
Restaurant
“please call if you’re going to cancel your reservation” “Will you please call if you’re going to cancel your reservation?”
Drive
Carefully
Be a Safe
Driver
Source: Freedman & Fraser
(1966)
Foot in the Door Technique
What Does This Mean for Food Safety?
Completion vs. Commitment
Birds of a Feather Influence Food Safety for Better
Food Safety = Behavior 5
Simple Things You Can Do
to Enhance Compliance
27
Homophily
Homophily
28
Insurance Sales
Source: Evans, F.B. (1963)
Food Safety = Behavior 5
Simple Things You Can Do
to Enhance Compliance
Adoption of an on-line Diet Diary
Source: Centola (2011)
Homophilous vs Unstructured Groups
What Does This Mean for Food Safety?
Mr. Rollback - Darrell
Make Food Safety the Social Norm
Food Safety = Behavior 5 Simple Things You Can Do to Enhance Compliance 33
Pointing & Gawking Experiment by Stanley Milgrim
Food Safety = Behavior 5 Simple Things You Can Do to Enhance Compliance 34
Solomon Asch 1958 Experiment on Conformity
0 of 3 1 of 3 2 of 3 3 of 3
Personal Protective Equipment
Source: Olson & Others (2009)
What Does This Mean for Food Safety?
37
ASM Handwashing Survey
Food Safety = Behavior 5 Simple Things You Can Do to Enhance Compliance 38
Making Hand Washing the Social Norm
4 out of 5 Males Wash Their Hands
Source: Lapinski, Maloney, Braz, & Shulman (2013)
Influence Values to Change Behaviors
Influence Values to Change Attitudes
Editorial: Affirmative Action Editorial: Equality
Pre & Post Change of Opinion on Affirmative Action
(Scale 1-9, Harmful – Beneficial)
Source: Blankenship, Wegener, & Murray (2012)
What Does This Mean for Food Safety?
42
3 Basic Beliefs & Food Safety
Beyond Food Safety Management - Food Safety Culture
Copyright Yiannas Food Safety = Behavior 43
Summary
• Challenges to Food Safety
• Food Safety = Behavior
• Consistency & Commitment
• Principle of Homophily
• Make Food Safety the Social Norm
• Values to Change Behaviors
Copyright Yiannas
“Never before in history
have we been so well
positioned to advance food
safety through better
integration of food science
& behavioral science.”
on twitter @frankyiannas
Copyright Yiannas
Providing safe
and affordable
food, so people
can live better.
