Safe2Eat 2025 campaign: boosting consumer confidence in EU food safety

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 a broader reach and an enduring commitment to empowering consumers with clear, science-based food safety information. This year, the campaign extends to 23 countries, up from 18 in 2024, marking a significant milestone in its mission to help more Europeans make their food choices with confidence.The participating countries for 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 out more, changing attitudes: highlights from 2024Safe2Eat achieved record levels of impact in 2024. According to an Ipsos survey conducted in December, the campaign reached over 45% of the target audience across Europe, a significant increase from 19% in 2023. Through a mix of social media outreach, influencer partnerships, and targeted media initiatives, Safe2Eat successfully engaged over 50 million Europeans, reinforcing the importance of food safety in everyday decisions.The campaign also influenced consumer attitudes. Survey results revealed that those who recognised the campaign were more likely to consider safety when buying food. Additionally, there was a noticeable decline in the view that food safety information is...