1. FOODBORNE ILLNESS OUTBREAK SIMULATION WORKSHOP

2. 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

3. SE Veg & Fruit Expo November 30, 2010 D EALING WITH THE M EDIA Respect deadlines and ask what the story is about Be prepared and have key points As Safe As Possible Never say No Comment Don’t over-promise Show compassion and express concern for others Credibility Don’t blame someone else What we are changing Lessons learned Speak plainly

4. SE Veg & Fruit Expo November 30, 2010 8 QUESTIONS THE M EDIA ALWAYS ASK What happened? Who is in charge? Has this been contained? Are the victims being helped? What can we expect? What should we do? Why did this happen? Did you have forewarning?

5. SE Veg & Fruit Expo November 30, 2010 Minutes after the Press Release “Reports are that this outbreak is linked to leafy greens” “Or perhaps it’s not leafy greens?” “What’s wrong with leafy greens?” 2010 2009 2008

6. SE Veg & Fruit Expo November 30, 2010 August 15, 2011 There has been a report of an outbreak of E. coli O157:H7 in NC They have not identified any specific food item Right now there are approximately 20 people sick

7. SE Veg & Fruit Expo November 30, 2010 A UGUST 17, 2011 -- M ORE INFORMATION TRICKLES OUT The fingerprint from NC and VA are an identical match linking the outbreaks VA Department of Health says “thinks it is associated with prepackaged leafy greens mix bags” Isolated strain from opened bad Sporadic cases in TN and SC National conference call

8. SE Veg & Fruit Expo November 30, 2010 Yahoo News E. coli O157:H7 cases on the rise in NC, VA Twitter #what’s up with E. coli O157:H7? Seems to be a big outbreak going on # E. coli O157:H7

9. SE Veg & Fruit Expo November 30, 2010 August 19, 2011 Outbreak of E. coli O157:H7 maybe associated with leafy greens Why are leafy greens still in NC stores? Asked a mother entering Geo’s market in Gastonia, “Will you be purchasing leafy greens today? “No I will not be purchasing leafy greens for a while”.

10. SE Veg & Fruit Expo November 30, 2010 AUGUST 19, 2010 E. COLI O157:H7 -- VA HEALTH DEPARTMENT CONFIRMS IT’S BAGGED SALAD FROM PACK IT OUT PRODUCE Isolated strain from unopened bag 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?

11. SE Veg & Fruit Expo November 30, 2010 August 20, 2011 Story on E. coli O157:H7 outbreak Interviewed Katie Cobb and her son both infected with E. coli O157:H7 Her son is in the hospital

12. SE Veg & Fruit Expo November 30, 2010 A UGUST 20 -- W OLF B LITZER STORY ON OUTBREAK Leafy greens, again. Where is the E. coli O157:H7 coming from? Social policies?

13. SE Veg & Fruit Expo November 30, 2010 A UGUST 21 -- L ETTERMAN First tomatoes get Salmonella, now lettuce has E. coli... who would have ever thought bacon would be the healthiest part of a BLT?”

14. SE Veg & Fruit Expo November 30, 2010 August 22, 2011 Is this outbreak going to be like the Fresh Bagged Spinach outbreak of 2006? 183 persons infected 95 hospitalized 29 hemolytic uremic syndrome 1 died

15. SE Veg & Fruit Expo November 30, 2010 August 22, 2011 Outbreak of E. coli O157:H7 associated with bagged leafy greens salad mix from Pack It Out Produce Several farms provide leafy greens to Pack It Out Produce Tarheel Acres Growers, Plott Hound Creek Farms, and Rising Sun Farms

16. SE Veg & Fruit Expo November 30, 2010 A UGUST 22, 2011 -- R ECALL More late night More Wolf Blitzer

17. SE Veg & Fruit Expo November 30, 2010 U PDATED INFORMATION Johnny Depp’s daughter is ill Was visiting NC, acquired the illness from food

18. SE Veg & Fruit Expo November 30, 2010 A UGUST 2012 -- O NE YEAR ANNIVERSARY USA Today: One year after the outbreak New York Times: The tale of E. coli O157:H7