My research focuses on frozen, uncooked, breaded chicken entrees.  It has become habit for me, once I enter a grocery store, to head to the frozen food section to see what products the store has available to their customers.  My trip to Hyvee was no different.  While roaming the aisles I came across the frozen food section containing the breaded chicken entrees.  I couldn’t help but examine how the products were placed and I intensely examined most, if not all, of the product labels on the uncooked breaded chicken entrees available to the consumer.  I quickly noted the product placement—fully cooked products were shelved directly next to uncooked products.  Also, stuffed chicken entrees still contained microwavable instructions.  I had hit the jackpot at this store.                 

Over the last ten years there have been a variety of outbreaks of salmonellosis linked to raw breaded chicken entrées such as chicken strips, nuggets, and stuffed chicken entrees.  Most of the cases implicated in the outbreaks prepared the entrees in the microwave. It is a quick and easy way to cook a product, but it isn’t the safest route to take in cooking a breaded chicken entree.  As a result of the outbreaks processors were encouraged to remove microwavable instructions from product packaging.  Most did, so it isn’t very often that one finds microwavable instructions still on the package.  Does this mean that consumers no longer cook these products in the microwave because the label states not to?  On yet another of my outings to the grocery store, my friend and I found the answer.  We were looking at the products available when a girl walked up.  We asked her, when she had the product in hand and the cooking instructions side up, how she would cook the product. She responded, quite confidently, just put it in the microwave. She then went on to explain to us it isn’t as crisp as cooking it in the oven, but it is quicker.  The product label in bold lettering stated, “DO NOT MICROWAVE.” 

Product labels are provided on product packing to provide guidance to the consumers.  Labels should contain concise cooking instructions and clearly convey to the consumer that a food thermometer should be used to check the final internal temperature of the entree.

In August, at IAFP, I will be presenting the findings from a study completed last summer where we observed and documented kitchen preparation practices of consumers using uncooked, frozen, breaded chicken products.  So if you are there and are interested you should come check it out.

Dedonder, S., Powell, D.A., Wilkinson, C., Surgeoner, B., Chapman, B., and Phebus, R. 2008. Beyond Intent — Direct Observation Of Meal Preparation Procedures In A Home Kitchen Setting.

Abstract

Purpose – This study used a novel video capture system to observe the
food preparation practices of 41 consumers – 21 primary meal preparers
and 20 adolescents – in a mock domestic kitchen using uncooked, frozen,
breaded chicken products, and to determine if differences exist between
consumers’ reported safe food handling practices and actual food
handling behavior as prescribed on current product labels.

Design/methodology/approach – A convenience sample was utilized and all
participants were video-recorded preparing food in one-of-two model
kitchens at Kansas State University. Participants were asked to complete
a survey reporting food handling behaviors that would be typical of
their own home kitchen.

Findings – Differences between self-reported and observed food safety
behaviors were seen across both groups of consumers. Many participants
reported owning a food thermometer (73 per cent) and indicated using one
when cooking raw, breaded chicken entrées (19.5 per cent); however, only
five participants were observed measuring the final internal temperature
with a food thermometer despite instructions on the product packaging to
do so; only three used the thermometer correctly.

Significance – Data collected through direct observation more accurately
reflects consumer food handling behaviors than data collected through
self-reported surveys, and label instructions are rarely followed.

Originality/value – This study contributes to the overall understanding
of consumer behaviors associated with consumers’ intentions and actual
behaviors while preparing meat and poultry products, such as frozen,
uncooked, breaded chicken products.