Wednesday, July 9, 2008

Salsa mystery

Many of the issues discussed in this blog relate to the tomato salmonella problem currently in the news. One of these, of course, is the delocalized nature of our food supply and the ignorance about where that tomato came from.

Perhaps a more important issue is our failure to put facts into media communications to help consumers take responsibility for their decisions. When the FDA is not sure about a cause, they should tell us the facts rather than pretend to protect us with vague and global pronouncements e.g. "distrust tomatoes". In other words, share data with consumers as though they are responsible decision makers (like which of how many salsa eaters got sick where), and then don't speculate but wait until you have more that's worthwhile to say.

Another key role for the media, after they first convey some specifics, is to discuss with consumers ways to make decisions in the face of quantitative as well as qualitative information. Earlier entries on bytes of risk, and everyday nanodecisions, touch on that area. Given that the avenues to inform consumers and voters are potentially broader than they used to be, we'll try to spend more time on that downstream.

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