Consumer’s Awareness,

knowledge and practices

linked to fresh produce
(including pre packed fruits
and vegetables
 Table of Contents
CHAPTER ONE: INTRODUCTION AND BACKGROUND ................................................. 4
1.1 Research Overview .......................................................................................................... 4
1.2 Rationale of the research .................................................................................................. 7
1.3 Research aim and objectives ............................................................................................ 7
1.4 Research questions ........................................................................................................... 8
1.5 Potential significance ....................................................................................................... 8
1.6 Limitations of the research............................................................................................... 8
1.7 framework and significance ............................................................................................. 9
1.8 Structure of the dissertation ........................................................................................... 10
 Table of Figures
Figure 1 Food Borne Illness ....................................................................................................... 6
 CHAPTER ONE: INTRODUCTION AND BACKGROUND
1.1 Research Overview
Fresh produce is an important part to lead a healthy and balanced diet. Its
consumption is always been motivated by the doctors, nutritionists, government and public
health agencies as well. Change in the current health trends have suggested that an increase in
the consumption of fresh produce helps in building immunity in the body which ultimately
reduces the risk of diseases. It helps an individual in leading a healthy lifestyle.

Several studies have suggested that consumption of fruits and vegetables acts as a
preventive measure against various diseases. Its lower intake can lead to the risk of various
chronic diseases such as, cancer, coronary heart diseases, cataract formation and stroke as
well. There are various health benefits that are attached to the consumption of fresh produce.
It includes, decline in the prevalence rates of Type 2 diabetes, cardiovascular disease,
musculoskeletal disorders, dental cavities and several types of cancers, and both current and
previous studies support this statement (The National Health and Medical Research Council,
2017; Morgan, 2007). It plays an important role in balancing the blood pressure of the body
as well.

Scientific research proves that by eating recommended serving of fresh produce with
consuming at least five serves of vegetables and 2 serves of fresh fruits for adults in everyday
diet as recommended by the Australian guidelines has shown to reduce the chances of
developing chronic disease (The National Health and Medical Research Council, 2017). It
includes decrease in cardiovascular disease by 4% and reducing the risk of type 2 diabetes by
14% (Wang et al., 2014; Carter et al., 2010). A study also showcased that low consumption
of fruits and vegetables in Australian diet (<4 serves/day) has accounted for 9% of prostate
cancer, 17% of colorectal cancer, 9% if breast cancer and, 2% of breast cancer (National
Health and Medical Research Council, 2003).

Fresh fruits and vegetables are grown in the open and natural environment. Some of
them have direct contact with the soil which increases the chances of high contamination
from pathogens in it (Maffei and et.al, 2016).Use of organic products and adopting its
farming practices, such as use of animal manure in crops, can increases the risk of
contamination is crops leading to health risks after its consumption. Now days, it is the major
concern of people as well as government. Alternative cropping systems have evolved that
helps in reducing the use of chemical products while farming. It also results in lessen the
health risk factors in human and the environment as well (FSANZ, 2011).

When two or more than two people get in contact with the disease due to consumption
of same food or water is known as food borne disease. Despite of the consumption of fresh
fruits, people get accessible to various food borne diseases due the use of inappropriate
methods while farming. The most common food borne disease cases in the word is
Salmonellosis. It led to closure of various cafes and restaurants in Australia as well. Its
incidence was found to be 49.8 cases per 100,000 population in 2012 (Salmonella, 2013). It
outbreak is associated to products which includes, eggs, poultry, milk, dairy products and raw
meat. It also includes, fresh produce, fruit juice, salad dressing, chocolates and peanut butter
(Hocking, 2003). Consumers play a very important role in mitigating and immobilizing the
rates of food borne illness. In Australia 5.4 billion people annually get sick and 3000 people
die from food borne illness with a cost of $1.25 billion spent annually because of that, with
rates increasing annually (Department of Agriculture Fisheries and Forestry, 2004).

Food borne diseases have greater impact on the human body. The increase in food
borne illness and the number of outbreaks increasing in number linked to fresh produce, it
raises a lot of concerns for the consumers in the future. Statistics from the past few years
highlight a slight decrease in food borne illness with 4 million people getting affected
annually. On the other hand, there has been a drastic increase by 50% seen in Salmonella
strains causing food borne illnesses by 2012 in Australia, with double the cases observed in
Queensland. This highlights a serious threat for Queensland population.
 Poor knowledge
and awareness
linked with fresh
produce.
Vulnerable
population group Poor knowledge of
including pregnant bacterias linked
ladies, children with fresh produce
under 5 and elderly contamination and
population above foodborne illness.
65.

Foodborne
Illness Use of dirty kitchen
Inadequate fresh
utensils to cut
produce handling
fresh produce that
and washing
is later consumed
practices.
raw..

Innadequate hand
washing practices
High risk foods
prior consuming
fresh produce.

Figure 1 Food Borne Illness

Recent evidence supports this statement, in 2016 with a registered rock melon
outbreak in Australia linked with Salmonella with a total of 86 cases were reported in 2
weeks. This shows that new strains of salmonella have been identified with serious food
poisoning after consuming rock melon. Food Safety Australia and New Zealand confirmed
the presence of Salmonella in the Red melon dirt farm. But the outbreaks have not been only
limited to Australia but have also been identified in the US.

According to with the FSANZ guidelines any presence of Salmonella spp. and
Escherichia Coli while examination ready to eat foods along with the range of >_102 cfu/g1
for Listeria monocytogenes is considered potentially hazardous. It is important to highlight
that the FSANZ guidelines do not cover raw fruits and vegetables, especially the fresh
produce that involve peeling, hulling or washing by the consumers prior to their consumption
(Department of Agriculture Fisheries and Forestry, 2004). As the guidelines suggest the
acceptable level of a microorganism to be present in the fresh produce that limits the risk and
potential for causing food borne illness. As consumers practices always vary from one person
to another which is also supported by previous consumer’s surveys.

The current research will help in identifying the current awareness level of people
with respect to food safety knowledge and handling practices. The findings will help food
safety authorities in targeting food safety messages to the consumers. It will further help in
reduces the implication of food borne diseases associated with fresh produce.

1.2 Rationale of the research

The research is considered to be valuable in nature if it helps to serve a certain
purpose. It is important to understand the rationale of the research in order to ascertain its
relevance. The inappropriate and insufficient knowledge has attracted the researcher to study
the topic. Moreover, the growing diseases from food borne diseases is the another aspect
being considered by the researcher for it.

The relationship between consumption of food produce and its impact is another
aspect of this research which help the current researchers to draw better conclusions and
implementations of strategies with respect to fresh produce. It will help in identifying the
reasons of food borne diseases and its impact on human body.

1.3 Research aim and objectives

The main aim of the research is “to understand the awareness level and knowledge of
consumers regarding food safety and handling practices that are associated to fresh produce
(including pre packaged fruits and vegetables). The objectives of the research are:

 To identify the gaps in current fresh produce knowledge and awareness level of the
consumers
 To strengthen the safety with respect to fresh produce and mitigate the risk of future
surge in food borne illness
 To set baseline knowledge in Australian consumers regarding fresh produce.
 To provide useful information to the current researchers for better creation and
implementation of the strategies associated to fresh produce.
1.4 Research questions
The researcher is accountable to create research questions for better conduction of the
research. In the present scenario, following research questions have been identified:

 What are the gaps in the knowledge and awareness level of consumers regarding fresh
produce?
 What measures can be taken to reduce the risk of future surge in food borne diseases?
 What knowledge the consumers of Australia should own regarding fresh produce?
 What information is required to be considered by the current researchers for better
creation and implementation of the strategies associated to fresh produce?

1.5 Potential significance

The current study is associated to check the awareness level of consumers with
respect to food safety and handling practices. The study will prove to be effective for the
people who involved in constant intake of fresh produce (including fruits and vegetables). It
is envisaged that the research findings will help food safety authorities target food safety
messages to consumers, which could help reduce the number of food-borne illness outbreaks
associated with fresh produce. People will get to know about various food borne diseases that
are related to fresh produce and measures that can be used by them to reduce its incidence
(Food Authority NSW, 2008).

It is an important step taken by the researcher to outline the strategies that can be
taken into account by the current researchers and implement them in the better way. It will
help in reducing the ill impact of fresh produce on human health. Health is an important
aspect of a human body (Olaimat and Holley, 2012). It will educate the consumers regarding
fresh produce so that they can take better and effective decisions for their health

1.6 Limitations of the research

There are several limitations that are associated to current study due to certain
research constraints. The scope of the study is limited to factors including limited availability
of data as well as time and money constraint. It is important for the research to invest
adequate amount of money in the study so that he can come up with valuable and effective
outcomes. The current study is associated with ascertaining the awareness level of consumers
regarding food safety and handling practices that are associated to fresh produce (including
pre packaged fruits and vegetables). The major limitation is lack of availability of
information with respect to fresh produce in Australia. Moreover, the researcher needs to
conduct the study in the specific time frame considering the entire important factor. It will put
relatively high constraint in the study. Inactive participation of people in the research can
deviate the results of the study.

1.7 Conceptual framework Analysis

Framework and analysis is an important aspect of any study. It consist of detailed
information with respect to the investigation that researcher is going to conduct in the study.
For the current study associated with ascertaining the awareness level of consumers regarding
food safety and handling practices that are associated to fresh produce (including pre
packaged fruits and vegetables) following tools and techniques will be applied:

 Research design: The current study has been conducted by applying descriptive
research which helps the researcher to collect large amount of information on fresh
produce in Australia. It proved to be an effective tool aligned to the objective of the
current study.
 Research philosophy: The current stud has considered theoretical aspect a it is
regarding ascertaining the awareness level of consumers regarding food safety and
handling practices that are associated to fresh produce (including pre packaged fruits
and vegetables). With respect to this, interpretivism philosophy has been used to
collect the data for the current study.
 Research type: The research has been conducted considering qualitative type of
investigation as qualitative methods are used analyse the collected data. It will help in
taking out valid outcomes of the study (Taylor, Bogdan and DeVault, 2015).
 Research approach: The present study is related to generation of new approach and
hence, inductive approach of research has been used in the current research.
 Data collection: For the present study, both primary and secondary data of collection
have been used in order to address the formed aim and objectives. Primary data have
been collected through sample of consumers and secondary data have been used
through journals, books and other published sources.
 Data analysis: In the present study, data will be collected through qualitative
techniques wherein thematic analysis will be conducted. The collected data will be
analysed through themes and graphical representation.
1.8 Structure of the dissertation
The research will be conducted in the appropriate format. An appropriate structure of
the dissertation has been designed. The following structure has been designed:

Chapter 1: Introduction: This chapter provides brief overview of the research including its
aim and objectives

Chapter 2: Literature review: In this chapter, inclusion of data through books, journals, and
published source is provided. It is the strong base of dissertation which helps in achieving the
aims of the study.

Chapter 3: Research methodology: it consists of tools and techniques that are used by the
researcher in order to produce valid outcome.

Chapter 4: Data Analysis: The collected data is analysed in this chapter in order t bring out
valid outcomes and findings.

Chapter 5: Conclusion and recommendations: In this chapter conclusion is drawn based on

the analysis of the collected data.
REFERENCES
Books and Journals

Australian Government Department of health. (2010). Monitoring the incidence and causes of
diseases potentially transmitted by food in Australia: Annual report of the
OzFoodNet network, Retrieved
from:http://www.health.gov.au/internet/main/publishing.nsf/content/cda-
cdi3603a.htm

Department of Agriculture Fisheries and Forestry (2004) Guidelines for on-farm food safety
of fresh produce. Retrieved from:
http://www.daff.gov.au/__data/assets/pdf_file/0003/183171/guidelines_onfarm_food
_safety_ fresh_produce_2004.pdf

Food Authority NSW. (2008). Keeping food safe; key tips. Retrieved from
http://www.foodauthority.nsw.gov.au/consumer/c-food.asp

Hocking, A. D. (2003). Foodborne microorganisms of public health significance (No. Ed. 6).
Australian Institute of Food Science and Technology Incorporated (AIFST Inc.).

Maffei, D. F., Batalha, E. Y., Landgraf, M., Schaffner, D. W., & Franco, B. D. (2016).
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National Health and Medical Research Council. (2003). NHMRC Dietary Guidelines for
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https://www.eatforhealth.gov.au/sites/default/files/files/the_guidelines/n55a_australi
an_dietary_guidelines_summary_book.pdf

Olaimat, A. N., & Holley, R. A. (2012). Factors influencing the microbial safety of fresh
produce: a review. Food microbiology, 32(1), 1-19.

Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to qualitative research
methods: A guidebook and resource. John Wiley & Sons.

Worsley, Wang and Yeatman. (2011). Food Knowledge Survey. Preliminary Report
Retrieved from:
https://www.deakin.edu.au/__data/assets/pdf_file/0020/307028/food-knowledge-
survey-report.pdf
Online

Salmonella (non-typhoidal). 2013. [Pdf]. Available through <

https://www.foodstandards.gov.au/publications/Documents/Salmonella%20(non-
typhoidal).pdf >. [Accessed on 20th September 2017].

Food Standards Australia New Zealand. 2002. [Pdf]. Available through <
http://www.foodstandards.gov.au/publications/documents/Equivalence%20Determin
ation%20Guidelines_jan04.pdf >. [Accessed on 20th September 2017].