The Free Market and Food Safety

In this US Food Policy post (Sharing information about food safety)  , Parke Wilde writes that

Economists see many food safety problems as a type of information failure.  If consumers and institutional buyers only had good information, market incentives would solve many food safety problems. 

I think this idea has merit, but how do we make relevant food safety information available and usable so consumers can make informed choices?  People don't go to the grocery store armed with the Emerging Pathogens Institute's recent report about the Top 10 riskiest food/pathogen combinations or the USDA's Food Safety Inspection Service's (FSIS) reports on failing poultry establishments (heck, no one seems to go to the grocery store with even a shopping list any more).

 And who is going to make food safety information usable and available?