Frozen food group launches Cook it Safe

MCLEAN, VA: The American Frozen Food Institute (AFFI) launched the Cook it Safe campaign to inform consumers about the importance of fully cooking pre-prepared foods to avoid foodborn illness.

MCLEAN, VA: The American Frozen Food Institute (AFFI) launched the Cook it Safe campaign to inform consumers about the importance of fully cooking pre-prepared foods to avoid foodborn illness.

Through a partnership with the Department of Agriculture's Food Safety and Inspection Services, the FDA, and the International Food Information Council, the institute will deliver PSAs via 800 US television stations. The organizations will also host a live Twitter chat on September 16. Twitter users can follow @friendsoffrozen, @USDAFoodSafety, and @FoodInsight to participate.

Although the campaign is intended for all consumers, teens, young adults, and seniors are the main targets, according to Corey Henry, VP of communications for the AFFI. “We found through public surveys that these groups are typically the ones who don't follow all of the steps to make sure items are fully cooked,” he added.

In addition to PSAs and blog entries, Henry hopes to distribute “takeaways” for consumers such as informational brochures, magnets, and food thermometers.

Along with its partners, the AFFI is publishing blog entries focused on the campaign's four messages: read and follow package cooking instructions, know when to use a microwave or conventional oven, know your microwave wattage before microwaving food, and always use a food thermometer to ensure a safe internal temperature.

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