Following the continued success of last year’s Safe2Eat campaign, the European Food Safety Authority (EFSA) and its national partners across Europe – In Italy, the Ministry of Health – are launching the 2025 edition with a broader reach and an enduring commitment to empowering consumers with clear, science-based food safety information. This year, the campaign extends to 23 countries, up from 18 in 2024, marking a significant milestone in its mission to help more Europeans make their food choices with confidence.
The initiative aims to increase consumer confidence in food safety within the EU by highlighting the key role of science and EFSA’s expert guidance in ensuring that the food on our tables is controlled and safe. The campaign also aims to promote the ability of consumers to make informed decisions about everyday food choices.
The Safe2Eat campaign in Italy
Also for this edition, the Safe2Eat campaign benefits from the support and collaboration of the Ministry of Health in the definition of national communication priorities, and in the promotion of materials and initiatives. In particular, during 2025, communication in Italy will focus on two topics: food-borne diseases related to food of non-animal origin, and additives.
Safe2Eat is aimed at the general public, from those who have a high level of awareness and limited concerns about food safety, to those who are more concerned and less informed. The communication style is therefore designed to be informative and clear, while maintaining a reassuring, positive and dynamic tone.
Activities planned to promote the campaign include press office, media partnership, influencer marketing and programme advertising.
Highlights from 2024
Safe2Eat achieved record levels of impact in 2024. According to an Ipsos survey conducted in December, the campaign reached over 45% of the target audience across Europe, a significant increase from 19% in 2023. Through a mix of social media outreach, influencer partnerships, and targeted media initiatives, Safe2Eat successfully engaged over 50 million Europeans, reinforcing the importance of food safety in everyday decisions.
The campaign also influenced consumer attitudes. Survey results revealed that those who recognised the campaign were more likely to consider safety when buying food. Additionally, there was a noticeable decline in the view that food safety information is overly technical or complex, with respondents reporting they know more about preventing food risks.
How to participate in the Safe2Eat campaign
Consumers are invited to visit the official campaign website, view the information materials and interact with the campaign content on social media using the hashtag #Safe2EatEU.
Go to the Safe2Eat campaign website »The contribution of the IZSVe
The Istituto Zooprofilattico Sperimentale delle Venezie (IZSVe) is also supporting the initiative, with the involvement of Lisa Barco and Carmen Losasso, designated by the Ministry of Health as experts on salmonellosis in relation to the topic of food-borne diseases.
