Building on the success of last year’s Safe2Eat campaign, the European Food Safety Authority (EFSA) and its national partners across Europe are launching the 2025 edition with a broader reach and continued commitment to supporting consumers through clear, science-based information on food safety.
The Safe2Eat campaign aims to inform and educate consumers about food safety and the role of official controls in protecting human and animal health. Through this initiative, the public gains insight into how the food safety system functions and the importance of trust in the institutions that uphold it.
This year, the campaign includes 23 countries, up from 18 in 2024, marking a significant milestone in its mission to help more Europeans make informed food choices with confidence.
The following countries are participating in the 2025 campaign: Albania, Austria, Belgium, Bosnia and Herzegovina, Montenegro, Czech Republic, Estonia, Finland, Greece, Croatia, Ireland, Italy, Cyprus, Latvia, Luxembourg, Hungary, Norway, Poland, Romania, North Macedonia, Slovakia, Spain, and Turkey.
EFSA and the Food Safety, Veterinary and Phytosanitary Affairs Administration Remain Committed to Long-Term Success
“The Safe2Eat campaign sends a powerful and important message – that consumers are at the heart of the food safety system. Transparent, accurate, and understandable information is the foundation of trust in institutions and the decisions we make every day as citizens and consumers. Montenegro is a country striving to meet high European standards in food safety and is strongly committed to strengthening systems that protect human health and enable informed choices.
As a small country with a strong orientation toward international trade and a tourism offering based on the quality of local products, we are aware of the importance of consumer trust – both domestic and foreign. We welcome the efforts of the European Food Safety Authority (EFSA) to bring scientific knowledge closer to the public through the Safe2Eat campaign and empower citizens to better understand the risks and benefits of the food they consume.
We are proud that Montenegro is actively participating in this joint European effort for the second year in a row and that together we are building a system where human health, consumer protection, and trust in food are priorities,” said Vladimir Đaković, Director of the Administration for Food Safety, Veterinary and Phytosanitary Affairs.
The Safe2Eat Campaign Made a Record Impact in 2024. According to a December survey conducted by Ipsos, the campaign reached over 45% of the target audience across Europe – a significant increase from 19% in 2023. By combining social media outreach, influencer partnerships, and targeted media initiatives, the Safe2Eat campaign successfully engaged over 50 million Europeans, emphasizing the importance of food safety in daily decision-making.
Moreover, the campaign has influenced consumer attitudes. The survey revealed that those who recognized the campaign were more likely to consider food safety when purchasing food. Additionally, there was a notable decline in the perception that food safety information is too technical or complex, with respondents reporting increased knowledge about preventing food-related risks.
Building on last year’s achievements, the 2025 Campaign aims to aeepen its impact by:
- Expanding to 23 countries, including five new participants, thus increasing its reach and influence across Europe.
- Addressing key consumer concerns about food safety, such as the role of science in ensuring food safety, the importance of clear food labeling, and the benefits of reducing food waste.
- Enhancing the accessibility of food safety information through new, easy-to-understand resources tailored to different demographic and cultural contexts.
Comprehensive initiatives under the Safe2Eat campaign will be implemented both at the EU and national levels throughout the year.
Consumers are encouraged to visit the campaign’s official website, explore educational materials, and follow the campaign on social media using #Safe2EatEU.