Ireland has officially joined the European initiative, Safe2Eat, a major EU-wide campaign aimed at empowering consumers with science-backed food safety information designed to boost consumer confidence in European produce.

Led by the European Food Safety Authority (EFSA), Safe2Eat has expanded from 18 to 23 countries in 2025, including Ireland, whose initiative will be delivered by the all-island body, Safefood.

Now in its fifth year, the Safe2Eat campaign, formerly known as #EUChooseSafeFood, bridges the gap between food science and everyday food-related consumer choices, aiming to assist Europeans in making smarter and safer food decisions.

According to Safefood, the eight-month campaign will provide clear, evidence-based guidance to help consumers navigate key food safety concerns - from storage and preparation to nutrition and ingredient transparency.  

Safefood announced that consumers can visit the campaign's website to avail of this information, as well as additional expert-backed food safety tips and practical advice.

Speaking about the campaign, Safefood chief executive, Dr. Gary A Kearney, 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.

A recent survey commissioned by EFSA and carried out by market research company, Ipsos, revealed that 40% of those who interacted with Safe2Eat now actively consider food safety when purchasing food, compared to just 35% of the general population.

This survey indicates a shift in consumer behaviour as a result of the campaign. It also highlighted the growing interest in minimally processed foods, as well as a gradual decline in cost as the primary deciding factor for consumers.

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.”