Consumer acceptability of poultry decontamination methods on the island of Ireland

• Project start date: 1 January 2016
• Project status: Completed
• Project type: Food safety
• Discipline: Microbiology and food hygiene
• Author/s: Prof Patrick Wall, UCD
• Collaborator/s: Dr Amalia Scannell, UCD

Research objective

The primary objective of this research project was to understand the acceptability of various poultry decontamination methods among consumers on the island of Ireland. This research aimed to identify both new and existing decontamination methods, ascertain consumer awareness and attitudes towards Campylobacter contamination and related interventions, and determine barriers to consumer acceptance. Various methods, including focus groups and telephone surveys, were used to gather data from consumers and industry stakeholders. The insights gained from this study were intended to inform policymakers about the challenges faced by both industry and consumers in implementing effective Campylobacter decontamination strategies.

Research report

• Title: Consumer acceptability of poultry decontamination methods on the island of Ireland
• Publication date: 18 August 2017
• Summary: Campylobacter is a leading cause of bacterial food poisoning on the island of Ireland, with 3,772 cases reported in 2015. Poultry is the main source of this foodborne illness. This Safefood-funded study aimed to explore consumer acceptability of poultry decontamination methods.
• Findings:

  Consumer awareness and understanding

  • There was a significant lack of awareness among consumers about Campylobacter and its effects.
  • Consumers were generally unaware of how bacteria enter the poultry supply chain or the potential interventions to control bacterial contamination.

  Trust in retailers:

  • Consumers on the island of Ireland placed a high level of trust in retailers to provide safe food, often relying on them to ensure food safety rather than understanding or seeking information about the production process.

  Influence of vocabulary

  • Consumer reactions to decontamination processes were heavily influenced by the terminology used to describe these methods. Phrasing impacted their perception of the methods' safety and acceptability.

  Preference for natural processes

  • Consumers showed a strong preference for "natural" and non-invasive decontamination processes.
  • Methods perceived as invasive, such as irradiation and chemical washes, were less acceptable to consumers.

  Ranking of decontamination methods

  • Forced air chilling was the most acceptable decontamination method, followed by crust freezing, steam ultrasound, cold plasma, and organic acid washes.
  • Chemical washes were the least acceptable method.
  • 67% of respondents expressed a desire for product labels to include information about the treatments used in the processing plant to kill bacteria.
• Recommendations:

  1. Increase consumer awareness

  • Efforts should be made to educate consumers about Campylobacter and how it enters the poultry supply chain. Clear and accessible information should be provided to enhance consumer understanding and awareness.

  2. Transparent communication

  • Policymakers and industry stakeholders should focus on transparent communication regarding decontamination processes. Using consumer-friendly vocabulary and providing detailed explanations about the safety and effectiveness of these methods can help improve acceptance.

  3. Promote natural interventions

  • Given the preference for natural and non-invasive methods, promoting decontamination processes that align with these consumer preferences, such as forced air chilling and crust freezing, could enhance acceptance and trust.

  4. Labeling and information

  • Including information about decontamination treatments on product labels can address consumer concerns and build trust. Providing detailed, honest, and easy-to-understand labels can help consumers make informed decisions.

  5. Addressing barriers to acceptance

  • Policymakers should work to identify and address barriers to consumer acceptance. This may include improving communication strategies, providing additional information, and engaging with consumers to understand their concerns and preferences.

  The study's findings highlight the importance of consumer education, transparent communication, and the promotion of natural decontamination methods to effectively manage Campylobacter contamination in poultry on the island of Ireland.