Food Safety and the Educated Consumer

LAS VEGASWith all the conflicting research, sensational reporting, rumors and deliberate mischaracterization about todays foods bombarding todays consumers, no wonder they are confused about food safety. How many of members of the general public currently think that words they cant pronounce and scientific concepts they cant understand equate with a clear and present danger? A little education might prove to be the road that leads to a better understanding of food safety.

Based on the International Food Information Councils (IFIC) 2012 Food and Health Survey, Catherine Adams Hutt, PhD, RD, RdR Solutions & Sloan Trends, said that three out of 4 consumers are confident in the safety of the U.S. food supply in the Food Safety and Consumer Messaging," educational session at SupplySide West 2012. They trust themselves the most when it comes to ensuring safe food and the majority believe the chances they will get a foodborne illness are extremely low. However, the majority do not know that food processing and additives can help ensure safety.

However, there seems to be an outsized concern about chemicals in food due to viral anecdotal accounts, media, advocacy and regulatory attention, and lack of publicly available research, which Adams Hutt calls the perfect storm." Research has found that, among moms, marketing tactics is one of the factors that contribute to their negative perceptions about chemicals in food and that these negative associations result in guilt, fear and eventual anger. IFIC found that while things like taste, value, healthfulness and convenience are important, 40% to 50% pay attention to chemical issues. But they want to know more.

To ensure consumers get a credible message, there are some guiding principles" for communication. These include: using the best language, Including support, citing the most relevant sources, considering past relationships, emphasizing the benefits and turning to credible experts for opinions. Adams Hutt suggested choosing your words carefully as negative concepts are more likely to evoke fear and uncertainty

Adams Hutt reviewed the best practices for effective risk and crisis communication: plan ahead, communicate responsibly and minimize harm. She recommended updating your companys crises plans regularly and performing a case study to develop an effective message that incorporates strategic issue management so the message is clear, quick and credible.

Be assured that we can win with consumers if we use these best practices and convey confidence and management of risks," said Adams Hutt. The key, she said, is: Make it Simple. Make it personal."

To see all of the Food Product Design education sessions presented at SupplySide West 2012 and to purchase the Food Product Design Education Package DVD in the SupplySide Store, click here.