Customers are "absolutely more concerned than ever," said Jeff Miller, partner in Westlake-Miller Inc. "Everybody is asking about it," echoes Ted Kaplan, president of Professional Produce Inc.

And just when you think buyers and consumers have gained confidence in your produce and take the safety of their food for granted, the nightly news plays up a negative incident, and the cacophony of concern starts over.

Worry about food safety starts with the consumer and takes off from there, Kaplan said. "Because the consumer is concerned, it goes all the way through corporate to the farmer."

Growers simply must be aware of the types and amounts of chemicals they use, he said.

And you won't find many wooden boxes in fields anymore because growers-shippers don't want to risk injuries from nails or clips.

Kaplan doesn't even use clips on the lettuce he sells these days. "It's all tape," he said, because no one wants to risk the possibility of a metal fastener ending up in a consumer's salad.

Professional Produce also has instituted an employee bonus program to reward workers for practicing good health and safety procedures.

Miller agreed the food safety movement is both consumer driven and media driven, so Westlake-Miller deals with grower-shippers who are aware of the need for high safety standards and who stay on top of the latest regulations, he said.

Some of the firm's customers have asked for NutriClean certification, a request Miller is happy to comply with. But he said most requests for third-party inspections come from exporter rather then domestic buyers.

Some major chains have asked Cal-O Vegetable Exchange Inc., Los Angeles, for evidence of third-party inspections by companies such as PrimusLabs.com, Santa Maria, Calif., said Tom Kunisaki, president and owner, but he already has confidence in his growers an in California's strict inspection policies.

"We're pretty well protected because (representatives from the California Department of Food and Agriculture's) official spray-residue station periodically come through the market and take samples back to make sure that whatever insecticide that is used to help grow the product is well within tolerance. The growers are taking care of (pesticide safety) themselves by monitoring and policing the tolerance levels," he said.

More growers today use hydro-cooling systems to wash and precool their product before shipping it, Kunisaki added. But still he advises consumers to practice common sense and wash all produce before eating it.

At World Variety Produce., efforts have been under way to develop a more formalized food safety program.

Final arrangements were make early this summer to have the facility certified to be compliant with Hazard Analysis and Critical Control Point guidelines through Scientific Certification Systems, Oakland, Calif., said Bill Schneider, director of marketing.

But achieving certification is only the first step of an ongoing process. In June, the company hired Luis Sanchez, whose doctorate studies include industrial chemistry, food science and environmental science, to manage and maintain its food safety program.

And certification doesn't come overnight, pointed out Robert Schueller, assistant director of marketing. World Variety has had a HACCP team in place for more than a year preparing for the certification.

Frieda's Inc., Los Alamitos, Calif., started encouraging its suppliers to link up with PrimusLabs.com more than a year ago, said Tristan Millar, marketing director, and so far 60 percent have responded positively.

Frieda's suppliers, using the Internet, can submit specific information about their company to PrimusLabs.com and obtain on or more customized operations manuals in English and Spanish.

Another mailing to suppliers was scheduled this summer targeting the 40 percent of the company's suppliers who had not yet signed on Millar said.

The Frieda's facility itself is certified by PrimusLabs.com and has established a HACCP program, Millar said. With buyers becoming more safety conscious than ever, it seems appropriate for shippers and distributors to do the same.

"You have to have strong health and safety programs within your company," said Kaplan of Professional Produce. "If you make one mistake, that's all it takes to lose you customer."