Juice To Get Warning Labels
New federal regulations now require stores selling unpasteurized apple juice and apple cider to post a warning that the drinks could make people sick.
The measures were timed to coincide with the autumn apple harvest. Retailers, including roadside stands, selling unpasteurized cider are now required to post warnings about health risks for children and the elderly.
Under the rules, which took effect Tuesday, retailers must post signs reading, "WARNING: This product has not been pasteurized and, therefore, may contain harmful bacteria that can cause serious illness in children, the elderly and persons with weakened immune systems."
Beginning Nov. 5, similar signs must be posted for all other fruit and vegetable juices. Next year, such products must carry warning labels.
The regulation is a consequence of outbreaks of a virulent form of E. coli bacteria in unpasteurized apple juice and orange juice. However, federal inspections of 237 unpasteurized apple cider establishments in 32 states over the past year found no evidence of the bacteria.
Only a small amount of U.S. fruit juices are not pasteurized or processed to kill bacteria, accounting for about 2 percent of all juice sold in the nation.
"They are normally found at cider mills and farm markets, and less commonly at grocery stores," said Michael Friedman, acting Food and Drug Administration (FDA) commissioner. "Today's action will help consumers more easily identify these untreated juices and appreciate their possible risks."
Parents of schoolchildren taking field trips to apple cider mills or farm markets should pay close attention, the FDA said.
Americans drink about 2.3 billion gallons of fruit juices every year, with pre-school children drinking 16 percent and adults over 59 consuming about 20 percent.
The rule change has promoted some orchards to purchase pasteurization equipment.
"To me, you might as well put a skull and crossbones on your juice if you have to post that warning," said Dennis Mackey, general manager of Apple Works, one of the Midwest's largest organic apple growers.