P107 Date Labels on Milk Cartons: Do Young Adults “Get It?”

Abstract

Background USDA (2016) recommends “BEST if used by” as an understood date label indicating quality not safety. Neff et al. (2019) reported that consumers 18-34 years old discarded food based on dates and that “best if used by,” was associated with quality and “use by” with safety. Objective Qualitatively examine meanings young adults attach to date labels on milk cartons and documented label appearance in stores frequented. Study Design, Settings, Participants A script invited students to a written survey as they entered a dining hall and walked by a display table. A question, “Do you drink milk?” screened for those familiar with milk containers. Participants answered open-ended questions about label location, appearance, and purpose. A check sheet documented label placement, phrase, and legibility in stores mentioned. Measurable Outcome/Analysis A thematic analysis with prefigured categories complimented interpretive reading of question response sets by two researchers. Data was systematically coded until themes emerged. Debriefings included debating emergent understanding, negative instances, and compatibility with prefigured categories. Store observations were aggregated and summarized. Results Confidence in judging milk without a label was lacking among 48 respondents (18-22 years). Typical sentiments were “I rely on labels,” and “the only way I can tell if its safe.” Label purpose was to communicate “when it spoils,” “freshness,” or “time not to drink.” Design centered on noticeability: “bigger letters,” “not on the back,” and “bold color.” Store observations found variability in label phrase and location both within and among brands. Conclusion Young adult education on the purpose of date labels is needed coupled with label consistency within the packaged food industry. Funding University of North Texas.