Food safety and the consumer - perils of poor risk communication

The potential for stigmatisation of food is enormous. Well-publicised outbreaks of foodborne pathogens and the furore over agricultural biotechnology are but two current examples of the interactions between science, policy and public perception. Current risk management research indicates that it is essential for risk managers to show that they are reducing, mitigating or minimising a particular risk. Those responsible must be able to effectively communicate their efforts and must be able to prove they are actually reducing levels of risk. The components for managing the stigma associated with any food safety issue involve the following factors: effective and rapid surveillance systems; effective communication about the nature of risk; a credible, open and responsive regulatory system; demonstrable efforts to reduce levels of uncertainty and risk; and, evidence that actions match words. Appropriate risk management strategies, such as on-farm food safety programs, are essential to demonstrate to consumers and others in the farm-to-fork supply chain that producers and regulators are cognisant of their concerns about food safety.