CHICAGO -- Hard as it may seem, produce is not exempt from food-borne illnesses, and retailers have been striving to build consumer confidence by finding new ways to ensure produce safety. "Food-borne illness is rarely associated with fresh produce," said Kathy Means, vice president of the Produce Marketing Association, Newark, Del. "The outbreaks are so rare, in fact, that each one makes the headlines." Retailers agree that the best way to reinforce the image of produce as fresh, clean ...

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