Food Protection Trends - November/December 2024 - 458

IVAN PARKIN LECTURE
planets might contain life (17). He also insisted that the universe is
infinite and could have no center. Bruno was burned at the stake in
Rome, Italy in 1600 for these views and possibly, some unconventional
religious views. Yet today, we know that his views about exoplanets
were correct, and space agencies around the world are spending
billions to find proof of life on other planets.
A more recent example highlighting the need for caution in simply
accepting the scientific consensus on a respective topic is the
case of Dr. Katalin Karikó, who began working on messenger RNA
(mRNA) in 1990. For years, her research was ridiculed and ignored
by her fellow scientists, and she could not obtain any funding for her
research ideas. In 2005, along with her colleague, Dr. Drew Weissman,
she made a discovery that received minimal recognition from the
academic community at the time (18). However, it was this discovery
that ultimately led to the development of mRNA vaccines during the
COVID-19 pandemic, and in 2023, both Dr. Karikó and Dr. Weissman
were awarded the Nobel Prize for Physiology or Medicine for their
research (18).
These examples demonstrate that while scientific consensus can guide
us, it is not infallible. History has shown that groundbreaking ideas
often begin on the fringes of consensus, only to be validated later.
Therefore, it is crucial to approach scientific information with both an
open mind and a critical eye, recognizing that today's dissenting voices
may be tomorrow's pioneers.
COUNTERING MIS-DIS-MALINFORMATION
Given all the difficulties associated with sourcing credible scientific
information, what can be done to counter the massive and everincreasing
amount of Mis-Dis-Malinformation? Fortunately, all is not
lost, as there are several things that students, members of the food
industry, and food safety educators can do to decrease the effects
of Mis-Dis-Malinformation. For students, it is important to recognize
that a great deal of peer-reviewed literature was published before the
invention of the internet. Much of this literature cannot be found online
and can only be accessed in libraries. An example of the importance
of researching older literature occurred in the spring of 2024, when
influenza H5N1 was found to replicate and cause illness in U.S. dairy
cows. This discovery was reported in the media with great fanfare (19).
However, research demonstrating the ability of the H5N1 virus to infect
cattle was published as early as 1953 (20). Accessing literature that
was published well before the rise of Mis-Dis-Malinformation can help
determine the legitimacy of more current studies when questions arise.
For those who produce food, it's often said that food safety is a
non-competitive issue. Yet, there have been examples where food
companies have made food safety statements regarding their
products. Common examples include statements that a respective
food product is " antibiotic-free " or " natural " (21). These statements
can lead to the perception that certain foods are safer than others. In
the future, food companies and government policymakers need to be
much more transparent regarding their food safety practices and make
concerted efforts to explain their food safety approaches to the public.
Food safety educators need to radically rethink how students are
educated about food safety. While it is well known and accepted that
scientific facts often change as more information becomes available,
scientific facts are often taught as if they are absolute. When new
information is then identified that opposes current scientific dogma,
it can lead to the development of mistrust in the scientific enterprise.
Additionally, we need to teach ourselves and our students how to more
458 Food Protection Trends November/December
effectively communicate with the public on food safety issues. We
must learn how to meet people where they are, not where we think they
should be.
Daniel Kahneman's model of thinking, outlined in his book, " Thinking,
Fast and Slow, " divides human thought processes into two systems.
System 1, or " fast thinking, " operates automatically and quickly, with
little or no effort and no sense of voluntary control. This system is
intuitive, emotional, and prone to errors. System 2, or " slow thinking, "
involves conscious, deliberate, and effortful reasoning, often used in
complex decision-making or problem-solving scenarios (22).
Most people rely on fast thinking for daily decisions because it is
efficient and requires less cognitive effort. However, this reliance on
intuition can lead to errors, especially when faced with situations that
require careful analysis. This tendency to favor fast thinking is why
it can be challenging to convince people to change their minds using
scientific facts, which are derived from slow, deliberate thinking. Facts
often require reflection and critical analysis to be fully understood and
accepted, which does not align with the immediate, instinctive nature
of fast thinking.
In the context of food safety education, this presents a unique
challenge. While the foundation of food safety messages is based
on scientific facts and rigorous research (slow thinking), educators
need to communicate these messages in a way that aligns with the
fast thinking of the general public. This means developing strategies
that are intuitive, simple, and resonate emotionally, making it easier
for people to quickly grasp and apply safe food practices without
needing to engage in deep, analytical thinking. By doing so, food
safety educators can bridge the gap between scientific knowledge and
everyday behavior, ensuring that important safety messages are more
effectively understood and adopted.
The topic of raw milk provides an excellent opportunity to demonstrate
how one can use fast-thinking approaches to communicate with the
general public. For example, instead of focusing on the fact that from
1998 through 2018, there were 202 outbreaks linked to drinking raw
milk, leading to 2,645 illnesses and 228 hospitalizations (23), one could
utilize a strategy that combines fast and slow thinking approaches
to produce a simple, emotionally resonant message. Consider the
following fictional narrative: " Emma was a healthy, active six-year-old
until one day, after drinking raw milk, she fell seriously ill with severe
stomach pains and a high fever. Her parents, who believed raw milk was
a healthier option, were devastated to learn that it contained harmful
bacteria that could have been prevented through pasteurization. Emma
spent weeks in the hospital recovering, and her family now only buys
pasteurized milk. Don't risk your child's health - choose pasteurized
milk to protect your loved ones from preventable illnesses. "
This story uses a personal and emotional narrative to quickly convey the
dangers of raw milk, appealing to the fast-thinking, instinctive reactions
of the audience. It highlights the potential consequences in a relatable
way, encouraging safer choices without requiring deep analysis.
CONCLUDING THOUGHTS
In an era where misinformation, disinformation, and malinformation
are increasingly prevalent, especially in critical areas like food safety,
the role of education becomes paramount. The challenges presented
by the rapid spread of false or misleading information require us
to rethink how we communicate scientific facts. As food safety
educators, industry professionals, and students, we must adapt our
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