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Generate data and quantitate charactertics pertaining to demographic, socioeconomic, health, food handling and prepartation practices, and food safety knowledge, by means of consumer research. Using the results from objective 1 in conjunction with two existing microbial risk assessments and input from regulatory agencies (USDA and FDA), develop a comprehensive model of the consumer phase of the farm-to-table continuum. Formulate, implement, and evaluate risk abatement messages targeted to at-risk populations and behaviors identified from the model developed in objective 2.
Using tools such as consumer focus groups, a web-enabled consumer panel, Monte Carlo simulation and sensitivity/importance analysis, this project will develop a formal approach for including risk communication into the farm-to-table chain for risk assessment, and for integrating the three components of risk analysis.