Abstract
Foodborne illness outbreaks and ground beef recalls associated with Escherichia coli O157:H7 have generated substantial consumer risk awareness. Although this risk has been assessed and managed according to federal regulation, communication strategies may hamper stakeholder perception of regulatory efforts in the face of continued E. coli O157:H7 outbreaks associated with ground beef. To mitigate the risk of E. coli O157:H7 contamination in ground beef, the beef industry employs preharvest and postharvest interventions, while the U.S. Department of Agriculture's Food Safety and Inspection Service (FSIS) provides regulatory oversight. Policy makers must understand and clearly express that regulation allocates, not assumes, responsibility. The FSIS role may be poorly communicated, leading consumers, retailers, and others in the farm-to-fork food safety system to misrepresent risks and creating unrealistic expectations of regulatory responsibility. To improve this risk communication, revisions may be needed in FSIS-related documents, Web pages, peer-reviewed publications, and recall announcements.