California’s Leafy Greens Marketing Association has hired a
public relations company to launch a campaign in the Canadian market.
Food safety communications guru Dr. Doug Powell of Kansas
State University says the association is responding to a number of food
poisonings related to California greens, but never made public.
The public relations campaign will include advertising in
magazines, newspapers, on television and the internet to tout the safety of
California leafy greens.
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| Spinach has been a food-poisoning culprit |
Media people will be invited to tour California facilities
in June.
The association is also revamping its website to include
recipes and handling information for leafy greens.
Powell says on his Barfblog.com website that “data,
transparency and creativity are what count.”
“The California Leafy Greens Marketing Association, rather than
address a rapidly
accumulating number of outbreaks associated with their lettuce and spinach and
leafy product that have never been made public – has chosen to boost
consumption by educating Canadians on the safety of U.S. greens.
“With that focus, they’ve already lost,” Powell writes.
