Explaining the concept of health risk versus hazards to consumers

Consumer knowledge and concern about dangers associated with food is high. Communicating about risk and hazard is an interactive exchange of information about risk and non-risk factors pertaining to risk management. Communication is a two way process which involves listening, identifying, and responding to consumer questions. Consumer research provides information essential for designing and evaluating communication efforts. An effectively communication strategy moves people toward a more accurate perception of the likelihood of ill effects and empowers people to make informed decisions relative to potential benefits. (C) 2004 Elsevier Ltd. All rights reserved.