EFSA and European Partners Relaunch Safe2Eat 2025, Expanding Reach and Deepening Citizen Engagement

Now in its fifth edition, the campaign aims to provide consumers with clear, science-based information and advice on food safety, empowering them to make informed food choices.

Following the continued success of last year’s Safe2Eat campaign, the European Food Safety Authority (EFSA) and its national partners across Europe are launching the 2025 edition with broader coverage and a renewed commitment to delivering clear, science-backed food safety information to consumers.

This year, the campaign expands to 23 countries—up from 18 in 2024—marking a major milestone in its mission to help more Europeans make confident food choices.

The participating countries in 2025 are: 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.

Reaching More People, Shifting Attitudes: Highlights from 2024

Safe2Eat reached record levels of impact in 2024. According to a December survey by Ipsos, the campaign reached over 45% of its target audience across Europe—a substantial increase from 19% in 2023.

Through a mix of social media outreach, influencer partnerships, and tailored media initiatives, Safe2Eat successfully engaged over 50 million Europeans, reinforcing the importance of food safety in everyday decision-making.

The campaign also influenced consumer attitudes. Survey results showed that people who recognized the campaign were more likely to consider safety when buying food.

Moreover, there was a noticeable decline in the perception that food safety information is too technical or complex, with more respondents reporting increased awareness of how to prevent food-related risks.

What’s New in 2025?

Building on last year’s achievements, the 2025 edition of Safe2Eat aims to deepen its impact by:

• Expanding to 23 countries, including five new participants, enhancing the campaign’s reach and engagement across Europe.
• Addressing key consumer concerns about food safety—such as the role of science in ensuring safe food, the importance of clear food labelling, and the benefits of reducing food waste.
• Improving access to food safety information through new, easy-to-understand resources tailored to various demographic groups and cultural contexts.

EFSA Committed to Long-Term Success

“As European consumers navigate a complex food landscape, it’s essential they feel empowered to make informed choices,” said EFSA’s Acting Executive Director, Bernhard Url.

“The Safe2Eat campaign bridges the gap between food safety science and everyday decisions, providing clear, practical information that strengthens consumer trust.

With the campaign expanding to even more countries in 2025, we’re taking another important step toward ensuring that every European citizen has access to reliable, science-based food safety guidance.”

Get Involved

A wide range of Safe2Eat initiatives will take place at both EU and national levels throughout the year. Consumers are encouraged to visit the campaign’s official website, explore the educational materials, and engage with the campaign on social media using the hashtag #Safe2EatEU.