AFFI Launches 'Cook it Safe' Campaign

The American Frozen Food Institute (AFFI) has joined forces with the U.S. Department of Agriculture’s Food Safety and Inspection Service (FSIS), the U.S. Food and Drug Administration, the International Food Information Council (IFIC) and home appliance manufacturers to roll out the “Cook it Safe” campaign.

“Food safety has long been the No. 1 priority for America’s frozen food producers,” noted AFFI Kraig R. Naasz, president and CEO of the McLean, Va.-based trade association, adding that Cook it Safe “will do much to ensure the millions of Americans who enjoy frozen foods are equipped with the knowledge they need to fully and properly cook them.”

The campaign focuses on the importance of fully cooking pre-prepared foods so as to prevent foodborne illness, and features four key messages encouraging consumers to 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.

At the heart of Cook it Safe is a pair of public service announcements (PSAs) slated to air on 800 television stations nationwide. Additionally, campaign partners will publish a series of blog entries, each addressing the four key messages noted above, and distribute an informational brochure and home appliance magnet promoting safe-cooking tips.

The campaign partners will also host a live Twitter chat on Sept. 16 to discuss Cook it safe with consumers and interested professionals. Twitter users can follow @friendsoffrozen, @USDAFoodSafety and @FoodInsight for further information.