The Alliance for Food and Farming has launched a new system to help the produce industry respond to negative media reports regarding pesticide residues on produce.

Alerts will be sent via e-mail to interested produce industry members when a story with suspected incorrect or misleading information appears in a media outlet or social media site, according to a news release from the Watsonville, Calif.-based organization.

The e-mail will summarize the article, link to the story or report, explain what the alliance has done in response and provide instructions on how others can submit their own responses.

The alerts are available to any member of the produce industry. To sign up to receive the e-mails, send a message to info@foodandfarming.info with the subject line “Sign Me Up.”

“The Alliance regularly responds to erroneous media reports on a number of food safety topics,” Teresa Thorne, the group’s spokeswoman, said in the release. “We are finding that one response to a media report does not generate enough attention anymore. Social media has enhanced the dialog on the topic of pesticide residues, but it is usually a very one-sided debate. What we need is a number of farmers and others in the produce industry to present an alternative view if we are insert more balance into the discussion.”

The Alliance for Food and Farming has also recently revised and updated its website at www.safefruitsandveggies.com.

Alliance offers alerts on media produce stories