#Safe2EatEU campaign empowering consumers to make confident food choices

European consumers are among the best protected and informed regarding food globally, as the EU food safety system guarantees that every European has the right to know how the food they consume is produced, processed, packaged, labelled, and sold. Scientists across the EU analyse data and scientific studies to assess food risks, supporting the authorities that regulate the safety of products on European markets.

By Anda Sebesi

Anchored in scientific excellence, the European food safety regulatory framework involves a close collaboration between European Food Safety Authority (EFSA) and the national authorities for food safety across Europe (e.g., The National Sanitary Veterinary and Food Safety Authority in Romania). The mission of the EFSA is to contribute to protecting human life and health, taking account of animal health and welfare, plant health, and the environment. Food safety is not just a top priority for governments; it is also among the most important factors affecting Europeans’ food purchasing decisions, according to the 2022 Eurobarometer on food and safety, which also shows that cost (54%) and taste (51%) are among the most important factors affecting Europeans’ food buying decisions. These are followed by food safety and origin (both 46%), nutrient content (41%), while the impact on the environment and climate (16%) and ethics and beliefs (15%) rank lowest in importance. Although these factors differ in nature, it appears that the interplay of purchasing power, personal preferences, and the need to ensure what we eat is safe shapes the food choices of most consumers in the EU. Moreover, research conducted by EFSA in collaboration with IPSOS in 2023 had nearly 70% of Europeans expressing an interest in food safety. However, approximately 60% found food safety information too technical and challenging to comprehend.

In such a complex context, building on the success of the past three years, the EFSA and its partners in EU Member States have launched the 2024 #Safe2EatEU campaign. Formerly known as #EUChooseSafeFood, the campaign has been rebranded and with a renewed commitment to promote food safety awareness among European citizens.

This year, the campaign is expanding its reach, with 18 countries joining forces to help consumers make informed decisions about their food choices. Participating countries for 2024 include Romania, Czech Republic, Hungary, Greece, Estonia, Croatia, Italy, Latvia, Cyprus, Slovenia, Spain, Luxembourg, Slovakia, Austria, Poland, Portugal, and North Macedonia. In Romania, the campaign is conducted for a second year in a row in collaboration with EFSA’s national partner, the National Sanitary Veterinary and Food Safety Authority (ANSVSA), and focuses on three topics: food additives, allergens, and food recycling.

The new edition aims to communicate the science behind our food in a clear, accurate, yet reassuring and understandable way. The objective is to enable citizens to make well-informed decisions about their food consumption, ensuring safety and health in their daily choices. Under the slogan of #Safe2EatEU, the campaign continues to focus on educating citizens about various aspects of food safety. These include food borne diseases, proper food handling techniques, the importance of reading food labels, and the promotion of food waste reduction practices. The campaign also stresses the significance of a balanced diet, the safety of food supplements, and the need to scientifically prove health claims on food products. Additionally, it seeks to raise awareness about the safety of food additives and novel foods, and the presence of food allergens.

“Across Europe, consumers choose what to buy and what to eat every day, considering factors such as cost, taste, sustainability, and food origin. Thanks to the high food safety standards upheld by the EU, consumers can trust that whatever they decide to purchase and consume, it is safe to eat. The #Safe2EatEU campaign precisely aims to make the link between the science of food safety and the food we enjoy, allowing people to make informed choices with confidence,” said EFSA’s Executive Director Bernhard Url.

Three key areas of #Safe2EatEU

The “#Safe2EatEU” campaign aims to reach members of the general public regardless of their level of concern or awareness about food safety. Consequently, the communication style is designed to be informative and clear, while maintaining a non-alarmist, optimistic, and dynamic tone.

Safe Food Practices: European, international, and national standards, supported by scientific evidence, ensure food safety from farm to table. Advice is provided on handling and storing food, reading labels, and cooking food safely, backed by the latest scientific findings, to help consumers make informed choices.
Your Diet and Health: A varied diet that includes fresh ingredients alongside processed foods contributes to overall health. Sometimes, foods with additional health benefits or dietary supplements are necessary, and the campaign will clarify nutritional needs and health considerations based on scientific premises.
What’s in Your Food: European regulations ensure the safety of food ingredients, including additives and flavours. The campaign will focus on explaining why food additives and new foods are safe. Additionally, it will highlight how products containing food allergens must be explicitly labelled.