Produce Retailer: Panelists at the Center for Produce Safety Symposium described better traceback as essential to containing foodborne illness outbreaks and urged companies to invest in that infrastructure. The somber and frank discussion, moderated by Produce Marketing Association CEO Cathy Burns, started with a review of the recent spate of E. coli outbreaks linked to romaine lettuce. Burns asked each member of the group to share his biggest takeaway from the romaine debacle.