September, 1997
By Ellen Terpstra
U.S. Apple Association president
Fresh apple cider safety has certainly gotten more than its share of media
and government attention over the past year - so much so that it is difficult
for the person in the middle of the bull's-eye to stay grounded.
In this column, we want to offer a refresher on how the industry got into
the position in which it now finds itself, remind everyone (hopefully needlessly)
about how very serious the stakes are, offer advice on where to look for
help, update you on FDA's activities, and wrap up with some news and information
you may not be getting locally.
After all, just a food
The Centers for Disease Control and Prevention has tallied over 300 illnesses
and two deaths linked to contaminated cider since 1980. The industry finds
itself in the federal bull's-eye because of this case history, with its
very real human consequences.
At the same time, cider's reputation has also fallen victim. The product
is losing some of its cache with consumers, now downgraded to just a food,
and every cider producer must now think more like a modern food processor.
Our fathers and grandfathers, after all, didn't have to contend with the
likes of E. coli O157:H7, a purely modern reality.
Threatened by both public health and public confidence problems, the cider
industry is receiving a clear message that it must change to respond. The
industry's reputation and very future is at stake. Unless the cider safety
and sanitation "bar" is raised industry-wide, the industry will
continue this slow torture, suffering anew every time there is a report
of a possible outbreak, news of a criminal investigation, a just-filed lawsuit.
Or it may be dealt a quick death by pasteurization mandated to protect public
health. The industry's history and tradition can't mean an inability to
change. Our customers expect and demand nothing less.
An old Chinese proverb roughly translates "in every crisis, there is
opportunity." The key will be whether the cider industry can seize
its opportunity in time.
For help, look in your own backyard
The U.S. Apple Association (USApple) recently provided FDA with a summary
of efforts to educate and improve the safety practices of cider producers.
We were very surprised once these activities were all recorded on paper
by the breadth and scope of the efforts, achieved in a short period of time.
So for assistance, cider producers don't need to look much further than
the industry's own backyard.
For example, Michigan cider producers joined forces with state regulators
to develop model cider Good Manufacturing Practices (GMPs), in which cider
producers in the state also have received training. Illinois has implemented
a new certification program, and provided guidance on how to implement a
Hazard Analysis Critical Control Points (HACCP) plan and approach for a
cider operation. Virginia held HACCP training. For a copy of the summaries,
contact the U.S. Apple Association (USApple) office.
We can also learn from other industries who have faced similar issues. Six
months after the Florida fresh orange juice industry suffered a salmonella
outbreak at a theme park, stringent new regulations were in place, at the
industry's request. On the other hand, the milk industry fought safety efforts
decades ago, despite a more clear safety problem than with apple cider;
even today, unpasteurized milk sold locally is the second-leading source
of E. coli illness in the United States. The federal response was to force
pasteurization of milk according to a strict formula.
FDA showing its cards
As reported elsewhere in this paper, FDA officially announced in late August
that it will propose regulation of the fresh juice industry. According to
an agency "notice of intent," after considering several options
including mandatory pasteurization, the agency decided mandating HACCP was
most appropriate; it also will propose to require interim warning labeling
until a producer's HACCP program is in place. The request made in the notice
for voluntary cider warning labeling now, while regulatory details are being
worked out, clearly demonstrates that some very important people in the
agency think that cider poses a serious health threat.
In our comments to the agency about its notice of intent, the association
encouraged FDA to keep the risk posed by cider in perspective with the risk
posed by other foods, to base regulatory decision-making on a current risk
assessment, and not to require anything of the cider industry that isn't
required of other foods. USApple will provide detailed comments on the actual
regulatory proposal once it is publicly available.
Why consumer education is needed
While we believe the risk of future outbreaks of cider-related illness is
low and has been further lowered by industry efforts, we think it is prudent
to provide safety information to those persons most at risk (children, the
elderly and persons with weakened immune systems) while the industry completes
its learning curve and the regulatory situation is played out.
Consumers - particularly those who stand to be most affected in the unlikely
event that contamination occurs - have a right to make informed purchasing
decisions. We view this as an opportunity for cider producers to protect
themselves, as well as an opportunity to talk to customers about their efforts
to safeguard their product.
The association has developed a consumer brochure for educational purposes;
call the office for a copy if you didn't get one in the mail in August.
Tidbits
The California-based fresh juice producer linked to last fall's largest
outbreak is now the subject of a criminal investigation. The company has
also been named in multiple lawsuits.
A lawsuit has been filed by a consumer victim against a Connecticut cider
producer linked to a smaller, localized outbreak last fall.
Goodnature Products, well known for its cider presses, is now marketing
a pasteurization unit for the small producer. Reported cost is under $10,000.
For a list of pasteurization equipment suppliers, contact the association.
A Virginia Tech researcher is evaluating whether ultraviolet light technology
can be retooled for use in sanitizing apple cider.
A Vermont researcher is evaluating whether ozonated water can be used to
sanitize fruit prior to packing or processing.
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