Sludge Watch ==> California - E.coli fears spur voluntary program

[Maureen Reilly]

CALIFORNIA: E. coli fears spur voluntary program
24.jul.07
Fresno Bee
Dennis Pollock
http://www.fresnobee.com/business/story/93772.html
Under the California Leafy Greens Handler Agreement, participating produce 
handlers -- nearly all of those in the industry -- will now, according to 
this story, face penalties if mandatory audits show they are not taking 
recommended steps to keep their produce free of contamination.
Scott Horsfall, CEO of the organization of growers and processors that 
includes more than 99% of those growing or packing leafy greens in the 
state, was quoted as saying, "We've had informational audits for a couple 
months, but now they are mandatory."
Horsfall was further cited as saying that noncompliance can mean ouster from 
the marketing agreement, something that would be publicized, adding, "That 
clearly would have a marketplace implication."
Also on Monday, packers for the first time were allowed to begin using a 
"service mark" that certifies membership in the program. It includes the 
words "CDFA [California Department of Food and Agriculture] Certified."
The story says that the label will not be seen by consumers, and appears 
only on bills of lading and invoices. In the months ahead, a version of that 
certification will likely be appearing on packages of greens in stores. On 
Sept. 1, use of the service mark will become mandatory for members of the 
marketing agreement.
Leaf lettuce is a $72 million crop in Fresno County, and the value for head 
lettuce is $105 million.
The story notes that some remain critical of the self-regulatory effort, but 
industry members say it was the best way to respond quickly to put safety 
precautions in place and to reassure consumers in light of California 
spinach growers' $100 million losses.