safefood have developed a new food safety campaign which will aims to encourage consumers not to wash raw chicken in their kitchen before cooking it. The campaign shall be go live on Monday 3rd November and will run for three weeks.
Why?
• Washing chicken spreads food poisoning bacteria around your kitchen, up to an arm’s length from your sink.
• This can put you and your family at risk of food poisoning.
• Think about those kitchen items not associated with food prep that are within this ‘splash zone’ e.g. babies bottles, soothers, ready to eat foods, etc
What we know about consumers behaviour?
• Almost half of adults we surveyed (n=800; 44%) always wash chicken under the tap
• 2 in 3 adults admit to washing chicken “at least some of the time”
• 60% of consumers wash chicken pieces like breast/drumstick/fillets/wings
• Consumers’ behaviour has either been learned from family or has developed as a habit from what they’ve seen/heard/read…
What we know about food poisoning
• Campylobacter is the most common form of food poisoning in Ireland, North and South – there were 3,500 reported cases in 2012 but the real figure is probably much higher
• Most cases are in the 0-4 age group
• Those most at risk are the very young, pregnant women, the elderly or those with an underlying medical condition
• Raw chicken is the primary vehicle for campylobacter infections and this can be either from poor handling or storage of raw chicken, cross contamination of the bacteria from work surfaces, utensils or from washing chicken, or insufficient cooking of raw chicken.
What are safefood doing?
• Poster advertising on 450 poster sites and on 7,500 supermarket shopping trolley handles
• Digital advertising online on sites including RTE Food, Independent.ie, YouTube, Daily Mail, and selected recipe and parenting webistes
• Engaging consumers through our social channels
• Direct consumers to our website safefood.eu for lots more practical advice and recipes
• In Northern Ireland, we’re partnering with the Food Standards Agency for the campaign
Examples of materials you will see during the campaign below -
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