Safe2Eat 2025 Campaign;
Credit: European Food Safety Authority
The European Food Safety Authority (EFSA) and its national partners across Europe, including Luxembourg’s Veterinary and Food Administration (ALVA), recently launched the Safe2Eat 2025 Campaign: “Strengthening Consumer Trust in EU Food Safety”.
In a press release, the Safe2Eat campaign explained that the campaign, now in its fifth year, aims to provide consumers with clear, science-based food safety information and advice, to help them make informed food choices.
23 countries are involved in the campaign, up from eighteen in 2024. Participating countries for 2025 are Albania, Austria, Belgium, Bosnia and Herzegovina, Croatia, Cyprus, Czechia, Estonia, Finland, Greece, Hungary, Ireland, Italy, Latvia, Luxembourg, North Macedonia, Montenegro, Norway, Poland, Romania, Slovakia, Spain and Turkey.
The EFSA press release added that it reached record levels of impact in 2024. An Ipsos study conducted in December 2024 showed that the campaign reached over 45% of the target audience in Europe, up from 19% in 2023. The Safe2Eat campaign engaged over 50 million Europeans by combining awareness-raising via social media, influencer partnerships and targeted media initiatives, thereby reinforcing the importance of food safety in everyday decisions.
According to EFSA, the campaign also influenced consumer behaviour. People who recognised the campaign were more likely to consider safety when purchasing food. Furthermore, there was a decrease in the number of people saying that food safety information was too technical or complex, with respondents reporting that they now know more about preventing food risks.
Building on last year's achievements, the Safe2Eat 2025 campaign aims to strengthen its impact and broaden the campaign's reach and level of engagement across Europe by addressing key consumer concerns related to food safety, such as the role of science and the importance of clear food labelling.
Bernhard Url, EFSA's Executive Director said: "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, providing clear, practical information that builds consumer confidence. With the expansion to additional countries in 2025, we are taking another step towards ensuring that every European citizen has access to reliable, science-based food safety advice.”
A wide range of Safe2Eat initiatives are expected to be implemented at European and national levels throughout the year.
For further information, see https://www.efsa.europa.eu/luFR/safe2eat/luxembourg.
