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 2024
Safe2Eat 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 overly technical or complex, with respondents reporting they know more about preventing food risks.
What’s new in 2025?
Building on last year’s achievements, in 2025 the Safe2Eat campaign aims to deepen its impact by:
Expanding to 23 countries, including five new participants, broadening 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.
Enhancing accessibility of food safety information through new, easy-to-understand resources tailored to different demographics and cultural contexts.
EFSA committed to long-term success
“As European consumers navigate a complex food landscape, it is essential that 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 and practical information that supports consumer confidence. With the expansion to even more countries in 2025, we are taking another step towards ensuring that every European citizen has access to reliable, science-based food safety guidance.”
Get involved
A broad sweep of Safe2Eat initiatives will take place at both EU and national level throughout the year. Consumers are encouraged to visit the official campaign website, explore educational materials, and engage with campaign content on social media using #Safe2EatEU.
O artigo foi publicado originalmente em EFSA.
