From "EUChooseSafeFood" to "Safe2Eat": EFSA and its partners from EU member states are returning with renewed commitment and expanded participation across Europe, allowing consumers to make food choices with confidence, reports the European Union's food safety regulatory institution.

Renewed Commitment

Building on the success of the last three years, the European Food Safety Authority (EFSA) and its partners from EU member states have launched the 2024 Safe2Eat campaign.

Previously known as #EUChooseSafeFood, the campaign returns rebranded and with a renewed commitment to promoting food safety awareness among European citizens.

This year, the campaign expands its coverage, with 17 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.

Empowering Consumers to Make Confident Choices

Research conducted by EFSA in collaboration with IPSOS in 2023 showed that nearly 70% of Europeans express interest in food safety. However, about 60% consider food safety information to be too technical and difficult to understand.

In response, this new edition aims to communicate the science behind our food in a clear, precise, yet reassuring and understandable manner. The objective is to enable citizens to make informed decisions about their food consumption, ensuring safety and health in their daily choices.

Under the banner of #Safe2EatEU, the campaign continues to focus on educating citizens about various aspects of food safety. These include foodborne illnesses, proper food handling techniques, the importance of reading food labels, and promoting practices to reduce food waste.

The campaign also emphasizes the importance of a balanced diet, the safety of food supplements, and the need to substantiate health claims on food products scientifically. Additionally, it aims to raise awareness about the safety of food additives and novel foods and the presence of food allergens.

"Across Europe, consumers are choosing what to buy and eat every day, weighing factors such as cost, taste, sustainability, and the origin of food. Thanks to the high food safety standards supported by the EU, consumers can trust that whatever they decide to purchase and consume is safe to eat.

The #Safe2EatEU campaign aims to bridge the gap between the science of food safety and the foods we enjoy, allowing people to make informed choices with confidence," said EFSA's Executive Director, Bernhard Url.