Ireland Joins European Initiative to Boost Consumer Confidence in EU Food Safety

 press release

Ireland Joins European Initiative to Boost Consumer Confidence in EU Food Safety

 

Nearly 4 in 10 consumers now actively consider food safety when shopping  

  

Ireland has officially launched Safe2Eat, a major EU-wide campaign empowering consumers with science-backed food safety information to make smarter, safer food choices. Led by the European Food Safety Authority (EFSA), Safe2Eat has expanded from 18 to 23 countries in 2025, with Safefood representing Ireland as part of this growing European initiative. 

 

Now in its fifth year, the Safe2Eat campaign — formerly known as #EUChooseSafeFood — bridges the gap between food science and everyday decisions. The eight-month campaign provides clear, evidence-based guidance to help consumers navigate key food safety concerns — from storage and preparation to nutrition and ingredient transparency.  

  

Speaking about the campaign, Dr Gary A Kearney, Chief Executive Safefood said: “Partnering with EFSA on Safe2Eat is a major step in protecting public health. Safe food practices are the foundation of well-being, and this campaign ensures Irish consumers have even more knowledge about how to store, prepare, and purchase food safely. At Safefood, we’re proud to support this European initiative in Ireland and help make food safety second nature for consumers.”  

  

A recent Ipsos survey commissioned by EFSA underscores the shift in consumer behaviour, revealing that 40% of those who interacted with Safe2Eat now actively consider food safety when purchasing food — compared to just 35% of the general population. The study also highlights the growing interest in minimally processed foods, as well as a gradual decline in cost as the primary deciding factor.  

  

EFSA’s Executive Director, Dr Bernhard Url added: “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 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.”  

  

There are several ways for individuals and organisations to get involved in the Safe2Eat campaign. Free campaign materials are available in multiple EU languages, making it easy to share important food safety messages. Consumers can also visit the campaign’s website to access expert-backed food safety tips and practical advice. Additionally, by using the official hashtag #Safe2EatEU, people can help spread awareness about the science behind safe food and encourage informed food choices across Europe.  

Visit the Safe2Eat campaign at efsa.europa.eu/en/safe2eat for more information.