The 2006 Escherichia coli outbreak in spinach prompted the implementation of unprecedented production strategies (Arizona Leafy Green Products Shipper Marketing Agreement) to minimize microbial risk in leafy greens. As the new procedures require assessments of physical intrusion and excrement in fields, outreach was initiated to educate adult (20-35, 35-50, and > 50 years) Yuma, Arizona residents about these guidelines and animal (e.g., pets, horses) stewardship. Pre- and post-assessments revealed that while sensitivity to fresh produce safety improved, adults over 35 years were more industry responsive. Citizen-based outreach programs, in communities where fresh produce is grown, could benefit field-level safety mitigation.

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