1 Media workshop on Enhancing communication on food safety: connecting researchers, journalists and the community in the animal sourced food value chain Meeting report Chi Nguyen, Sinh Dang, Trang Le and Fred Unger ILRI IP No. 8: Food Systems Transformation for More Nutritious and Healthy Diets December 2024 2 Suggested citation: Chi Nguyen, Sinh Dang, Trang Le and Fred Unger. 2024. Media workshop on enhancing communication on food safety: connecting researchers, journalists and the community in the animal-sourced food value chain on 5 December 2024 in Hanoi, Vietnam. Meeting report. Nairobi, Kenya: International Livestock Research Institute (ILRI). This work is part of Intervention Package No. 8: Food Systems Transformation for More Nutritious and Healthy Diets under the ASEAN-CGIAR Innovate for Food and Nutrition Security Regional Program. Nairobi, Kenya: ILRI. © 2024. International Livestock Research Institute (ILRI) Some rights reserved. This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 International License (CC BY-NC 4.0). 3 Summary On 5 December 2024, Vietnam Agricultural Newspaper, in collaboration with the International Livestock Research Institute (ILRI), hosted a workshop in Hanoi on "Enhancing communication on food safety: Connecting researchers, journalists, and the community in the animal-sourced food value chain." The event brought together 25 journalists and experts in food safety, research, and communication. The workshop addressed Vietnam’s pressing food safety challenges, including chemical contamination, microbial hazards, and misinformation about food origins. Key discussions emphasized the importance of the pork value chain, proposing interventions at slaughterhouses and promoting public awareness of food safety practices. ILRI shared insights into its efforts, such as hygiene improvement programs and community-oriented communication strategies. Participants explored effective communication principles, focusing on transparency, empathy, timely information dissemination, and using scientific evidence to counter misinformation. Journalists were encouraged to collaborate with experts and leverage social media to amplify accurate information. Discussions also highlighted the need for regulatory measures, public engagement, and strategies to combat foodborne illnesses caused by Salmonella and E. coli. The event underscored the vital role of media in shaping consumer behavior and fostering trust in food systems. Practical solutions were proposed to address food safety risks while balancing negative narratives with actionable insights, paving the way for improved food safety awareness in Vietnam. 4 Contents Summary ............................................................................................................................... 3 Abbreviations ......................................................................................................................... 5 Introduction ....................................................................................................................... 6 Participants ........................................................................................................................ 6 Trainers .............................................................................................................................. 6 Panel speakers ................................................................................................................... 6 Workshop presentations ........................................................................................................ 6 An overview of food safety and the food system ................................................................... 6 Effective risk communication principles .............................................................................. 7 Challenges faced by journalists in reporting on food safety................................................... 7 Group discussion ................................................................................................................... 8 Group 1: Communication Regarding Rumors About Pigs Treated with Banned Substances 8 Group 2: Microbial Hazards (Salmonella and E. coli) in Pork .............................................. 8 Group 3: Managing Foodborne Illnesses Related to Microbial Contamination in Chicken Meat ............................................................................................................................... 8 Panel discussion .................................................................................................................... 9 Food quality and safety in traditional markets .................................................................. 9 Communication strategies for businesses producing safe food ......................................... 9 Transparency and access to official food safety information ............................................. 9 Communication to the farming community ...................................................................... 9 Agenda .................................................................................................................................. 9 Trainer bio ............................................................................................................................ 10 5 Abbreviations ILRI International Livestock Research Institute MARD The Ministry of Agriculture and Rural Development VAN Vietnam Agriculture Newspaper ACIAR Australian Centre for International Agricultural Research https://www.brin.go.id/en https://www.brin.go.id/en 6 Introduction Food safety has become a pressing issue in Vietnam's food value chains, requiring intersectoral collaboration and decisive action from researchers, regulatory authorities, and the media. Challenges such as chemical residues, microbial contamination, and misinformation about food origins are prominent concerns. Particularly in the context of animal-sourced food chains, like pork production, improving food safety demands effective interventions, better communication strategies, and active community engagement to build public trust. Addressing misinformation, handling controversies tactfully, and promoting transparency through science-based communication are crucial for fostering consumer confidence. On 5 December 2024, in Hanoi, the Vietnam Agricultural Newspaper, in collaboration with the International Livestock Research Institute (ILRI), organized a workshop ‘Enhancing communication on food safety: Connecting researchers, journalists, and the community in the animal-sourced food value chain’. This event aimed to strengthen communication capacities and highlight collaborative efforts to ensure food safety within Vietnam's traditional food systems. Participants 25 reporters and journalists in Vietnam. Trainers • Pham Duc Phuc, director, Institute for Environmental Health & Sustainable Development (IEHSD) • Pham Thi Mai Huong, senior research associate for the Food Environment and Consumer Behavior, Alliance of Bioversity International and CIAT • Dang Xuan Sinh, scientist, ILRI • Duong Dinh Tuong, journalist, Vietnam Agriculture Newspaper Panel speakers • Ha Thuy Hanh, director, Association of Farms and Agricultural Enterprises • Luu Quynh Huong, head, Department of Synthesis and Gene Conservation, National Institute of Veterinary Research (NIVR) • Nguyen Ba Trinh, Deputy Head of the Management Board of Dong Anh Market, Hanoi • Duong Dinh Tuong, journalist, Vietnam Agriculture Newspaper Workshop presentations An overview of food safety and the food system Dang Xuan Sinh from ILRI provided an overview of Vietnam's pig farming value chain and ILRI's food safety research efforts in collaboration with Vietnamese partners. He highlighted key food safety hazards in the pork value chain, including biological risks (parasites, viruses, microorganisms) and chemical risks (heavy metals, antibiotic residues, growth hormones). Using Quantitative Microbial Risk Assessment (QMRA), Sinh emphasized the prevalence of 7 Salmonella contamination, estimating that 1-2 out of every 10 pork consumers contract foodborne illnesses annually, costing Vietnam approximately 200 million USD in treatment expenses. ILRI's interventions in slaughterhouses, costing between 300-1,000 USD per facility, aim to improve hygiene practices through measures like installing stainless steel platforms, creating separate clean/dirty zones, sanitation protocols, training, and certification. These efforts include hygiene scorecards and education campaigns with guides, posters, and training sessions to promote food safety awareness. Pham Thi Mai Huong from the Alliance of Bioversity International and CIAT presented the ASEAN-CGIAR Program in Vietnam, particularly Intervention Package 8, which focuses on transforming food systems for healthier diets. This initiative supports national efforts to enhance the integration of production, processing, distribution, and consumption to ensure food and nutrition security across the region. For more details:Dang Xuan Sinh’s presentation and Pham Thi Mai Huong’s presentation Effective risk communication principles Pham Duc Phuc from IEHSD addressed key challenges in risk communication, including inconsistent scientific opinions, conflicting terminology, and the use of overly technical language that can confuse the public. He also emphasized the importance of promptly addressing rumors and false narratives to prevent misunderstandings. Drawing from practical experience, Dr. Pham Duc Phuc proposed five guiding principles for effective risk communication in food safety: • Transparency and honesty • Empathy and understanding of the target audience • Timeliness and clarity in messaging • Using scientific evidence to support messages • Encouraging community involvement For more detail: Pham Duc Phuc’s presentation Challenges faced by journalists in reporting on food safety Journalist Duong Dinh Tuong from Vietnam Agriculture Newspaper highlighted the crucial role of consumer mindset in shaping food production practices, stating, ‘It is necessary to change the mindset of consumers to change producers.’ He argued that consumer leniency often fosters a culture of lenient production standards. While journalism faces stiff competition from social media in terms of reach, its strength lies in the depth and authenticity of its reporting. Instead of competing with social media, Mr. Tuong encouraged journalists to utilize these platforms to "market" their in-depth articles to broader audiences. He also raised concerns about harmful agricultural practices, such as using electricity to stimulate earthworms, which damages biodiversity and soil health, leaving the soil infertile and negatively affecting agricultural productivity. https://docs.google.com/presentation/d/1W3nx39HpwfWjFN0PYp4XeOeWHhITCbBU/edit#slide=id.p1 https://docs.google.com/presentation/d/12LuSpIVeSplnFHOSEvP3degG9lFbz1qj/edit#slide=id.p1 https://docs.google.com/presentation/d/12LuSpIVeSplnFHOSEvP3degG9lFbz1qj/edit#slide=id.p1 8 In addition, Mr. Tuong pointed to the alarming issue of counterfeit pesticides being sold on Facebook. These pesticides, often originating from China, contain highly toxic and banned substances, posing significant health risks to both farmers and consumers due to the high levels of pesticide residues. To address these challenges, Mr. Tuong emphasized the need for stricter regulations and penalties to improve food safety. He also urged consumers to recognize that safe food often comes at a higher cost but is a necessary trade-off for health and safety. For more detail: Duong Dinh Tuong’s presentation Group discussion Group 1: Communication Regarding Rumors About Pigs Treated with Banned Substances The group emphasized the importance of reassuring the public about pork safety. Their core message: "Do not panic or boycott pork. Pork remains a nutritious food source if properly handled. Let’s work together to raise awareness and practice food safety to protect the health of our families and communities. Remember: Clean pork, safely prepared for lasting health!" To ensure food safety, the group recommended: • Cooking pork thoroughly. • Maintaining cleanliness during handling. • Properly storing pork. • Choosing pork from reliable sources. Group 2: Microbial Hazards (Salmonella and E. coli) in Pork The group highlighted that proper handling and processing can completely eliminate risks of bacterial contamination. Their message emphasized: "Scientific evidence shows that Salmonella and E. coli can be entirely destroyed if pork is cooked thoroughly. Pork remains a nutritious and safe food if prepared carefully." In terms of food safety communication, the group stressed: • The importance of government confirmation for comprehensive and balanced reporting. • Collaboration with key agencies like MARD and local food safety departments for consistent messaging. • Delivering multi-dimensional information, covering both causes and solutions to avoid unnecessary public alarm. Group 3: Managing Foodborne Illnesses Related to Microbial Contamination in Chicken Meat Group 3 advocated for journalists to visit hospitals to gain firsthand insights into foodborne illnesses, enabling them to deliver accurate and impactful reports. They also recommended: • Issuing warnings and solutions with insights from healthcare, veterinary, and animal husbandry experts. https://docs.google.com/presentation/d/1MZh0rU2uriq-IXA9yRDBVOZxi4Pr3iQdg8twhamZgVE/edit#slide=id.g31c07cbdc27_0_347 9 • Guiding farmers on safe biological farming practices. • Advising consumers on selecting safe food products. Panel discussion Food quality and safety in traditional markets Nguyen Ba Trinh explained efforts by the Market Management Board, including: • Periodic sampling and testing of goods, with publicized results. • Requiring vendors to provide documentation on product origin and adhere to food safety regulations. • Raising awareness through loudspeakers, leaflets, and encouraging sourcing from certified slaughterhouses and farms. Communication strategies for businesses producing safe food Ha Thuy Hanh emphasized the need for impactful communication strategies to build consumer trust. She highlighted: • Creating unique selling points for sustainable, safe products. • Raising awareness about cleanliness in food production through simple, low-cost improvements. Transparency and access to official food safety information Luu Quynh Huong stressed the importance of publishing food safety information on government and health sector websites. She noted her research showing 30–80% of meat samples testing positive for Salmonella, though not all species cause food poisoning. Accurate communication is crucial to avoid unnecessary panic. Communication to the farming community Journalist Duong Dinh Tuong advocated for changing consumer mindsets as the first step toward shifting producer behavior. Key recommendations: • Use relatable stories and examples to communicate with farmers. • Combine in-depth journalism with social media to amplify messages and reach larger audiences. • Foster collaboration in the media to share insights, explore new perspectives, and shape public opinion. Agenda Ref. Topic Presenter Time Opening remarks Mr. Le Trong Dam – Deputy Editor-in-Chief, VAN 5 mins An overview of food safety and the food system Dr. Dang Xuan Sinh and Dr. Pham Thi Mai Huong 15 mins Effective risk communication principles Dr. Pham Duc Phuc 15 mins 10 The challenges faced by journalists in reporting on food safety. Mr. Duong Dinh Tuong 15 mins Case study examples and group discussion & feedback Dr. Pham Duc Phuc 40 mins Break All participants 15 mins Panel discussion: Creative Approaches in Food Safety Communication Dr. Ha Thuy Hanh Dr. Luu Quynh Huong Journalist Duong Dinh Tuong Mr. Nguyen Ba Trinh Moderated by Dr. Dang Xuan Sinh 40 mins Closing remarks Dr. Fred Unger, Regional Representative, ILRI Asia 10 mins Trainer bio Dang Xuan Sinh (ILRI) Sinh Dang is an experienced professional with 15+ years in health, agriculture, food safety, and infectious diseases. Sinh Dang specializes in integrative approaches. Currently, Sinh Dang serves as a scientist at the International Livestock Research Institute (ILRI) in Hanoi, Vietnam, focusing on food safety and One Health. His work involves coordinating international projects related to animal health, zoonotic diseases, and food safety in Southeast Asia. He has authored over 35 peer-reviewed papers in areas such as food safety, animal health, antimicrobial resistance (AMR), zoonotic diseases and public health. He hold a PhD in Veterinary Science from Rakuno Gakuen University in Japan (2018), Joint Master of Veterinary Public Health (MVPH), Veterinary Medicine Faculties, Chiang Mai University-Thailand and Free University of Berlin-Germany (2013), and a DVM degree from Vietnam National University of Agriculture in Hanoi (2006), and is proficient in English, Vietnamese. Pham Thi Mai Huong (Alliance of Bioversity International and CIAT) Mrs. Huong Thi Mai PHAM is a Senior Research Associate for the Food Environment and Consumer Behavior (FECB) lever at the Alliance of Bioversity International and CIAT (ABC) - Asia. Her main research at the Alliance has been focused on food environment, food systems, policy, market access, and value chain development. She has several years to coordinate the Farmer Business Schools approach for different projects focusing on indigenous product value chain development in Northern Vietnam. She holds a Master of Science in Agricultural Economics from the University of Hohenheim, Germany. 11 Pham Duc Phuc, Director of the Institute for Environmental Health & Sustainable Development Dr. Pham Duc Phuc graduated with a Bachelor's degree in General Medicine from Hanoi Medical University in 1995 and a Master's degree in International Health from the University of Copenhagen in 2003. In early 2012, he joined the University of Public Health (HUPH) in Vietnam as a lecturer and researcher, where he conducted research in collaboration with faculty and students (PhD and Master's) at HUPH. He has been developing and participating in various initiatives with both domestic and international donors to secure funding for research and training in health risk assessment, water, sanitation, and food safety. As a result, he is one of the founding members of the Center for Public Health and Ecosystem Research (CENPHER) at HUPH. He is also the coordinator of the One Health University Network in Vietnam (VOHUN). Duong Dinh Tuong, Vietnam Agriculture Newspaper Graduating from the Faculty of Literature at Hanoi University of Social Sciences and Humanities, journalist Duong Dinh Tuong began working as a reporter for the Vietnam Agriculture Newspaper in 2002 and has been with the newspaper ever since. He describes himself as a "self-taught" journalist with no formal training in journalism. Since starting his career, in addition to writing for Vietnam Agriculture Newspaper, he has contributed to several prestigious outlets such as Tuoi Tre, Lao Dong and An Ninh The Gioi, not for financial gain but to hone his skills. With 19 years of experience in journalism, he has published around 1,200 journalistic works, including 300-400 feature articles focusing on the lives of farmers. Having traveled thousands of miles and written hundreds of investigative reports, journalist Duong Dinh Tuong is known for his unique style, tackling fresh, challenging, and often controversial topics. 12