EUROPE – The European Food Safety Authority (EFSA) and its partners in EU Member States are launching the third iteration of the #EUChooseSafeFood campaign on social media in response to the two previous iterations’ success.
The #EUChooseSafeFood campaign aims to assist Europeans in making informed decisions regarding their dietary choices.
It is intended to encourage Europeans to reflect critically on the food decisions they make on a daily basis. It offers consumers useful information that is simple to acquire, such as guidance on how to read food labels, comprehend additives, and prepare and store food.
The campaign addresses a variety of food-related issues, and in 2023 it will concentrate on advice for consumers on how to practice good food hygiene at home, how to cut down on food waste, and what the EU is doing to combat foodborne illnesses.
By establishing a link between the science of food safety and the food that ends up on consumers’ plates, the #EUChooseSafeFood campaign encourages everyone to make informed food decisions and fosters a greater understanding of nutrition.
The ad primarily targets European individuals between the ages of 25 and 45, with a focus on newlyweds, parents, and those with an interest in science and food safety.
The campaign emphasizes the contribution of European scientists who cooperate to protect consumers from risks associated with food.
#EUChooseSafeFood had a beneficial effect on consumer awareness and comprehension of food safety in the EU throughout the first two years of the campaign.
The percentage of persons who were exposed to the campaign’s messaging and could recall that decisions about food safety are based on research increased from 20% in 2021 to 40% in 2022.
People who were exposed to the ad also reported higher levels of trust in the EU’s system for ensuring the safety of food, with 70 percent of citizens saying in 2022—up from 2021—that they have more faith in the EU and national governments in this regard.
Under the slogan of #EUChooseSafeFood, national audiences will be targeted for specific actions and events in the coming weeks and months by governments and food safety authorities around the EU.
For those seeking to take part in the campaign, the #EUChooseSafeFood website furnishes a wealth of information on various food safety concerns and is available in all official EU languages.
The website includes a downloadable campaign toolkit which includes visuals, short films, and social media posts in different languages to share on social media.
This year, the campaign will expand to cover 16 countries in 2023, making it the largest one ever.
Austria, Belgium, Bulgaria, Croatia, Cyprus, Czechia, Greece, Ireland, Italy, Latvia, Poland, Portugal, Romania, Slovakia, Slovenia, and North Macedonia are among the 16 nations taking part in the 2023 #EUChooseSafeFood campaign.
“I’m very pleased to see that the campaign is going from strength to strength with more national partners signing up to take part this year than ever before,” said EFSA’s Executive Director, Bernhard Url.