Boosting Consumer Confidence: Join the Safe2Eat 2025 Campaign for Enhanced EU Food Safety

The European Food Safety Authority (EFSA) has just kicked off its 2025 Safe2Eat campaign. Building on last year’s success, this year’s initiative is reaching even wider. Now, 23 countries will join the effort to equip consumers with clear, science-backed food safety information, an increase from 18 countries in 2024.

The 2025 participants include Albania, Austria, Belgium, Bosnia and Herzegovina, Croatia, Cyprus, Czechia, Estonia, Finland, Greece, Hungary, Ireland, Italy, Latvia, Luxembourg, Montenegro, North Macedonia, Norway, Poland, Romania, Slovakia, Spain, and Türkiye. This expansion marks a significant step in the mission to help people make confident food choices.

Looking back at 2024, the Safe2Eat campaign made a strong impact. According to a recent Ipsos survey, it reached over 45% of its target audience across Europe, a jump from just 19% the previous year. The campaign’s blend of social media, influencer support, and media initiatives engaged more than 50 million people, highlighting food safety’s role in their daily lives.

The survey also revealed shifts in consumer attitudes. Respondents who were familiar with the campaign showed a greater willingness to prioritize safety when shopping for food. Additionally, many people felt that food safety discussions had become clearer and more approachable, with fewer believing that safety information was too complex.

In 2025, Safe2Eat will focus on key consumer concerns. Here’s how the campaign plans to enhance its efforts:

• Broader Reach: With the addition of five new countries, Safe2Eat aims to engage even more Europeans.
• Consumer Awareness: Topics like the importance of food labeling, scientific roles in ensuring food safety, and strategies to minimize food waste will be key focuses.
• Accessibility: New resources will be created to make food safety information easy to understand, catering to diverse demographics and cultural contexts.

EFSA’s Acting Executive Director, Bernhard Url, emphasizes the importance of empowering consumers. He stated, “As European consumers navigate a complex food landscape, it is essential that they feel empowered to make informed choices. The Safe2Eat campaign bridges the gap between food safety science and everyday decisions.”

As the campaign unfolds, expect more educational initiatives both at the EU level and nationally. Conversations around food safety will continue to grow. The growing engagement on social media platforms shows that more people are discussing food safety, creating a community focused on better choices. You can stay updated with the movement using the hashtag #Safe2EatEU.

For more in-depth information about EFSA and its initiatives, you can visit their official site here.

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