DOUGLAS A. POWELL, AMY L. HUBBELL, BENJAMIN CHAPMAN,

CASEY J. JACOB

Producers, processors, and retailers are realizing that communications with consumers must evolve to reach a new generation of food handlers.

The popularity and growth of new media such as blogs offer an important vehicle for disseminating food safety messages to a new generation of food handlers.The toll-free Turkey Talk-Line by poultry producer Butterball, for example, has provided Thanksgiving cooks with last-minute information about thawing and cooking turkeys since 1981. In 2008, Butterball augmented the telephone service to reach a new generation of cooks by offering text messages, Web chats, and blogs hosted by seasoned home economists (York,…

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