H2020 SafeConsumE Project: SafeConsumE: Safer food through consumer behavior change: effective tools and products, communication strategies, education, and a food safety policy that reduces the health burden from foodborne illness.

Work performed: Consumer data were collected through observation and interviews with households, students, and teachers, as well as through a household survey covering 10 European countries and over 12,000 individuals. Laboratory experiments were conducted that simulated consumer behavior, mapped the spread of pathogens in kitchens, and analyzed myths. A quantitative microbial risk assessment methodology focused on acute infectious gastroenteritis (AIG) was developed, and the contribution of different risk factors to AIG was calculated. The contribution of different consumption practices to foodborne illness in different regions of Europe was also estimated. An Opportunity Map (OM) was developed that identifies the most important ways to help consumers mitigate risk. Based on the OM, functional specification, and concept evaluation, six product prototypes were developed and evaluated for effectiveness and convenience. Go-to-market strategies for refrigeration appliances were tested in a survey covering five countries. A book of ideas presenting the design concepts developed in the project has been published, and the commercial launch of two kitchen utensils is expected in 2023. Based on country-specific curricula, interviews with teachers and students, and the MO, key learning points for educational programs were defined. Educational resources, including teacher training modules, were developed and evaluated to teach adolescents about food hygiene and safety in six countries. Food safety myths were collected, and an engaging game was developed to reduce them. The game was tested and proven effective in changing food safety beliefs and behaviors. Current communication practices and networks of food safety authorities, non-governmental organizations, and other actors involved in risk assessment, management, and communication within the European food safety system were mapped through online surveys and in-depth interviews. Food safety advice from authorities to consumers was collected and systematized to enable its evaluation.

Good practices for policy models and risk communication were suggested, including how to balance food safety with other sustainability issues. A wide variety of channels and formats were implemented for communicating results. Key findings:

• A series of educational materials to help young people improve and change their behaviors from the moment of purchase to the moment of consumption, adapted (language, culture, and context) for six countries and available on the e-bug website.
• A food safety app that improves food safety beliefs and behaviors, available for Android/Apple phones and computers.
• Key high-impact food safety messages for consumers, available on the project website and presented at two conferences.
• New kitchen appliances and tools to improve food safety and sustainability, two of which will be launched in 2023.
• An ideabook with design concepts for improving food safety is available on the project website.
• Scientific knowledge about European citizens' food handling in relation to risk and their motivation, ability, and opportunity to mitigate risk, disseminated through 50 scientific publications, a risk behavior map, an interactive visualization tool, and numerous conferences.
• Transdisciplinary methodology for studying consumer hygiene and translating research into innovation published in a report and scientific articles.
• Tools for risk communicators were developed: a self-assessment tool and a toolkit with scientifically proven materials published in three reports.
• Policy recommendations on how to balance food security and other sustainability issues published in a scientific article.

The results were disseminated through the website, newsletters, partner websites (e.g., the FoodSafety4EU project), webinars, events for children, adolescents, and university students, social media, at scientific conferences, in scientific articles, in meetings with stakeholders, and through media actors and influencers. Food safety advice based on the scientific results was disseminated by more than 400 media actors worldwide. A summary with links to all resources can be found at safeconsume.eu.