Consumer perceptions of food safety education sources: Implications for effective strategy development

Purpose - Consumers often use inappropriate food-handling practices and improving these could help to reduce the incidence of foodborne disease. However the development of an effective food safety education strategy is considered complex and could be improved by having a greater understanding of the consumer. This paper proposes investigating the modes and channels of communication that maybe used in education strategies. Design/methodology/approach - A self-complete postal questionnaire was distributed to a linked demographic quota of adults in South Wales. Responses were entered into a specially constructed food safety database. Findings - Results indicated that the Environmental Health departments and UK Food Standards Agency were perceived to be the most trusted and credible organisations that can provide food safety information. The most believable spokespersons for promotion of food safety advice were determined as Environmental Health officers and the Chief Medical Officer. The most preferred source of food safety information identified were food packaging, followed by advice from a medical doctor. Research limitations/implications - Although only a relatively small sample size, many of the findings have been corroborated by qualitative data from nationwide focus groups. The data have been used as the precursor for a large nationwide study of over 2,000 consumers and this should further validate the data. Originality/value - The results will be of benefit to a range of organisations currently engaged in food safety education as well as identifying potentially underutilised channels of communication.