1. FOODBORNE ILLNESS OUTBREAK SIMULATION WORKSHOP

2. SE Veg & Fruit Expo November 30, 2010 I NTRODUCTIONS

3. SE Veg & Fruit Expo November 30, 2010 E XPECTATIONS Everyone will be working together in their respective groups Each group will have different issues to address and deal with Overall the goal is for the group to work together through a crisis situation

4. SE Veg & Fruit Expo November 30, 2010 Y OU WILL BE WORKING TOGETHER AND ROLE PLAYING Groups: Producers Commodity Associations and Organizations Other participants: Media Regulators

5. PRODUCERS

6. SE Veg & Fruit Expo November 30, 2010 P RODUCER GROUP 1: T ARHEEL A CRES G ROWERS Conventional, organic, transition organic Piedmont Large packing facility Pack for neighboring farms Repack imports Mainly wholesale, Carrboro Farmers’ Market Peppers, fresh round tomatoes, strawberries, melons

7. SE Veg & Fruit Expo November 30, 2010 P RODUCER GROUP 2: P LOTT H OUND C REEK F ARMS Small-ish farmer Conventional production mainly Newton Grove Direct market foodservice, wholesale and direct- to-store Fresh round tomatoes, peppers, strawberries, sweet corn

8. SE Veg & Fruit Expo November 30, 2010 P RODUCER GROUP 3: R ISING S UN F ARMS Conventional Medium size farm Goldsboro Mainly wholesale, Raleigh Farmers’ Market Tomatoes, peppers, and melons Chicken houses adjacent to field

9. SE Veg & Fruit Expo November 30, 2010 C OMMODITY A SSOCIATIONS AND O RGANIZATIONS Tomato Growers Association NC Vegetable Growers Association Tomato Council United Fresh Produce Association

10. SE Veg & Fruit Expo November 30, 2010 M EDIA -- O UR JOURNALISTIC TEAM News and Observer Charlotte Observer CNN Perez Hilton Late night television WRAL Twitter Yahoo News

11. SE Veg & Fruit Expo November 30, 2010 A UGUST 15, 2011 -- P RESS RELEASE NC Department of Health says “There are an increased number of illnesses which are linked together with a genetic fingerprint” Salmonella Poona 24 illnesses in NC CDC has been dispatched

12. SE Veg & Fruit Expo November 30, 2010 AUGUST 17, 2011 -- MORE INFORMATION TRICKLES OUT Not just NC Buncombe Co Health Department says “appears that they are linked to fast food” TN Department of Health says “may be associated with Mexican restaurants” TN, SC, GA -- all genetic matches National conference call

13. SE Veg & Fruit Expo November 30, 2010 A UGUST 19, 2011 S ALMONELLA -- TN H EALTH DEPARTMENT ITS TOMATOES What do you do? Who do you call? What kind of things do you do to assess your system? What do you release to the media?

14. SE Veg & Fruit Expo November 30, 2010 A UGUST 20, 2011 -- P RESS CONFERENCE Announced that it is tomato-linked Mike Taylor, FDA food safety czar "It is always an upset to the industry when we have to put consumer advice out like this, but... we don't know which tomatoes are causing the illnesses; and we don't want to wait until we find out and then learn that people were getting sick.”

15. SE Veg & Fruit Expo November 30, 2010 W HAT ELSE HAPPENS ? Media attention Blogs, Twitter, Youtube Increased testing of tomatoes Buyer questions??? Local demand? Tomato sales decrease

16. SE Veg & Fruit Expo November 30, 2010 D AMAGE C ONTROL Plott Hound Creek Farms Increase in traffic on farm Consumers talking about how the outbreak scares them from purchasing at large stores Tarheel Acres Growers Contact neighboring farms to confirm they are using GAPs Increase in demand for tomatoes at Farmer’s market Lots of discussion from customers

17. SE Veg & Fruit Expo November 30, 2010 I NDUSTRY INVESTIGATIONS -- L OOKING FOR THE SOURCE Discuss your distribution chain How do you prove it is not your farm? Documentation? Where has your product gone? Traceability?

18. SE Veg & Fruit Expo November 30, 2010 A UGUST 23, 2011 -- O UTBREAK HAS BEEN TRACED TO T ARHEEL A CRES G ROWERS

19. SE Veg & Fruit Expo November 30, 2010 C LASS I R ECALL Class I is a situation in which there is a reasonable probability that the use of, or exposure to, a violative product will cause serious adverse health consequences or death 19

20. SE Veg & Fruit Expo November 30, 2010 A UGUST 23, 2011 -- R ECALL How do you get the product back? Where did it go? What documentation do you need? Other groups roles in this?

21. SE Veg & Fruit Expo November 30, 2010 NCDA AND FDA, CONDUCTING THE INVESTIGATION, ASKS FOR : Flow charts Lab reports HACCP/SSOP records Production records Distribution records

22. SE Veg & Fruit Expo November 30, 2010 O N - FARM INVESTIGATION Where they might start looking on-farm Water Worker health and hygiene Wildlife

23. SE Veg & Fruit Expo November 30, 2010 AUGUST 25, 2011 -- MORE INFO ABOUT THE IMPLICATED SITE ARISES… Importing/repacking Custom packing for themselves and others Implicated product went to other dealers

24. SE Veg & Fruit Expo November 30, 2010 FALL 2011 -- R ECOVERY Outbreak is over What’s next? Who is affected? What needs to be done to get things back on track?

25. SE Veg & Fruit Expo November 30, 2010 SO WHAT DOES THIS ALL MEAN? Be prepared for outbreaks Have a plan to manage them Be available Monitor what people are saying about industry/products Use non-print methods Take control of the story

26. SE Veg & Fruit Expo November 30, 2010 PFGE

27. SE Veg & Fruit Expo November 30, 2010 O UTBREAK CURVE