The #EUChooseSafeFood campaign is designed to support citizens in thinking critically about the everyday choices they make about food. It provides practical and easily accessible information to consumers, from help in reading food labels and understanding additives to advice on food preparation and storage. The campaign covers many food-related topics and in 2023 will focus on tips that consumers can follow to ensure good food hygiene at home, how to reduce food waste, and what is being done across the EU to tackle foodborne diseases.

The #EUChooseSafeFood campaign makes the link between the science of food safety and the food that ends up on consumers’ plates, empowering everyone to make good food choices and to create a better understanding of food. The campaign primarily targets European citizens aged 25–45 with a focus on young parents and people with an interest in food safety and science. The campaign highlights the role of European scientists who work together to safeguard consumers from risks related to food.

 In the first two years of the campaign, #EUChooseSafeFood made a positive impact on consumer awareness and understanding of food safety in the EU. The share of those exposed to the campaign’s messages who recalled that food safety decisions are based on science grew from 20 percent in 2021 to 40 percent in 2022. Levels of trust in the EU food safety system also improved among those who came into contact with the campaign, with 70 percent of citizens reporting that they trust the EU and national governments when it comes to food safety in 2022, which is a 10 percent increase from 2021.

In the coming weeks and months, governments and food safety authorities across the EU will launch targeted activities and events for their national audiences under the umbrella of #EUChooseSafeFood. Those looking to support the campaign are encouraged to visit the #EUChooseSafeFood website which contains a host of information, translated in all official EU languages, on different food safety topics. The website includes a downloadable campaign toolkit which includes visuals, short films, and social media posts in different languages to share on social media.

The 16 countries participating in the 2023 #EUChooseSafeFood campaign are: Austria, Belgium, Bulgaria, Croatia, Cyprus, Czechia, Greece, Ireland, Italy, Latvia, Poland, Portugal, Romania, Slovakia, Slovenia, and North Macedonia.