Experts say that unless farmers can provide an explanation and a solution, as Jack in the Box and Odwalla did for E. coli contamination in years past, it will be tough to regain consumers' trust.

Alberti, 33, works with some of the most contentious issues in San Francisco and on the Peninsula through his work at public relations firm Singer Associates Inc.

Corporate Social Responsibility for Environmental Communications Winner: PR News Turning Garbage Into Gold – California law requires that 50 percent of garbage be recycled. San Francisco was falling behind the requirements of the law in 2001. Norcal Waste Systems developed a three-color cart system, then turned to Singer Associates to get San Franciscans on board. [...]

While firms that specialize in consumer public relations or corporate reputation management lose sleep over how to measure the success of their efforts, Singer Associates founder and chief executive Sam Singer has no such worries.