After the success of last year’s campaign Safe2eat, The European Food Safety Authority (EFSA) and its national partners across Europe announce Start of the campaign for 2025 Greater range and the long -term commitment to strengthen consumers by providing clear, scientifically documented food safety information.

This year, the campaign is expanding to 23 countries, from 18 which was in 2024, thus achieving an important milestone in its mission to help more Europeans make conscious food choices.

The participating countries For 2025 are Albania, Austria, Belgium, Northern Macedonia, Bosnia-Herzegovina, Greece, Estonia, Ireland, Spain, Italy, Croatia, Cyprus, Latvia, Luxembourg Turkey, the Czech Republic and Finland.

Greece’s participation in the campaign is stable over the past 4 years, through the Single Food Control Agency (EFET), which has managed to make a significant contribution to the impressive results of 2024 with a continuous presence in the media, social media and events. Mr. Antonios Zambellas, president of the Single Food Control Agency (EFET) and a professor at the Agricultural University of Athens states: “Greece could not be missing from the fifth year of the Safe2eat campaign. The comments, questions and ideas we have received from the 2024 campaign are a guide to this year, always with consumers’ concerns about the food they consume and the choices they are called upon to make. The role of EFET is not limited to informing Greeks about food safety, but it also extends to their training on how healthy food choices and eating habits positively affect our health and our lives. “

Greater range, change of mindset: main points from the 2024 campaign

The Safe2eat campaign set a record in 2024. According to a Ipsos survey in December, the campaign approached over 45% of the target audience across Europe, with a significant increase in 19% in 2023. Influencers and targeted media initiatives have successfully addressed over 50 million Europeans, enhancing the weight of food safety as a criterion, in daily consumer decisions.

The campaign also influenced consumer mentality. The results of the survey showed that people who recognized the campaign were more likely to take into account safety as a criterion when buying food. In addition, it was significantly reduced to the view that food safety information is overly technical or complex, with respondents reporting that they know more about preventing food risk.

What changes in 2025?

Based on last year’s achievements, in 2025 the Safe2eat campaign aims to increase its appeal, with the following actions:
Expanding the campaign to 23 countries, including five new participants, thereby increasing the range of campaign across Europe.
Focus on the campaign on consumer concerns about food safety, such as the role of science in securing safe food, the importance of clear food labeling and the benefits of reducing food waste.
Improving the accessibility of food safety information with new material, adapted to different demographic and cultural contexts.

EFSA is committed to long -term success

“Since European consumers are called upon to make decisions within a complex food framework, it is important to feel that they have the ability to documented options,” said EFSA executive Bernhard URL. “The Safe2eat campaign bridges the gap between science on food safety and daily decisions by providing clear and practical information that enhances consumer confidence. By expanding the campaign to even more countries in 2025, we take another step to ensure that every European citizen has access to reliable, scientifically documented food safety tips. “
How can you take part
Throughout the year, a large number of Safe2eat initiatives will be held both at the EU and national level. Consumers can visit the official campaign website, explore educational material and interact with the content of the social media campaign using #Safe2Eateu.

What efsa

The European Food Safety Authority (EFSA) is a European Union organization founded in 2002 and acts as an impartial source of scientific advice for risk management managers and informs about the hazards associated with the food chain.

It provides the scientific basis for legislative and regulatory provisions to protect European consumers from food -related risks and working with national partners to promote the cohesion of public information on food safety in the EU.