6.1 Introduction
Unlike some other public health problems (for example, poor nutrition), the
health outcomes of food poisoning are acute and measurable, primarily as a
consequence of the ready identification of causal agents (Hayward, 1997). As a
consequence, microbial food contamination represents a public health problem
that, in theory, is amenable to influence by effective risk management. In
practice, the incidence of foodborne diseases continues to remain a significant
public health problem. Interestingly, there is some evidence that the reduction of
microbiological risks has remained a low public priority relative to other food-
related risks for several decades (Hall, 1971; Lee, 1989; Sparks and Shepherd,
1994), although this pattern is not invariable (see for example, Buzby and Skees,
1994; Lynch and Lin, 1994). The observation that this reduction represents a low
consumer priority for risk mitigation in itself does not explain why consumers
continue to experience illness. This is because consumerbehaviourrelated to
food preparation must also be taken into account, since the proper hygienic food
preparation practices by the consumer could eliminate many of the risks
associated with food safety.
Food safety objectives have been introduced in order to promote public
health objectives through a reduction of the number of cases of foodborne
illnesses. Generally speaking, it is difficult, if not impossible, to legislate for
consumer behaviour. Inappropriate storage, food preparation and cross-
contamination may occur, resulting in illness, even though products met food
safety objectives at the point of sale. The goal of improving public health can be
obtained only through implementation of appropriate and effective information
interventions.
6 Consumerperceptions of risks fromfood
L. J. Frewer and A. R. H. Fischer, Wageningen University,
The Netherlands