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Food Risk Communication. Perceptions and communication of food risks/benefits across Europe: development of effective communication strategies (FoodRisC)
Start date: Jun 1, 2010, End date: Oct 31, 2013 PROJECT  FINISHED 

FoodRisC will characterise key configurations of food risk/benefit relationships and the consequent implications for risk communicators, make recommendations about the unique potential of new social media (e.g. social networks and blogging) and provide a systematic understanding of how consumers deal with food risk/benefit information. The FoodRisC consortium is comprised of experts in key fields relevant to food risk/benefit communication from research institutes, consumer organisations and SMEs in ten Member States. This consortium is supported by an Advisory Board of representatives from seven organisations of world renown in food risk/benefit communication (including EFSA, WHO and Google).The project will identify the barriers to communicating to consumers across Europe and identify key socio-psychological and socio-demographic characteristics, including gender, that affect food risk/benefit perceptions and processes as well as consumer preferences for communication channels. These objectives will be achieved through a range of research approaches and methods and by extending the theoretical basis of how people acquire and use information in food domains. The impact of the project will be at a European level and will be facilitated through the development of the FoodRisC toolkit together with practical guidance to enable the effective communication of coherent messages across the Member States. Use of the toolkit and guides will assist policy makers, food authorities and other end users in developing common approaches to communicating coherent messages to consumers in Europe. The effective spread of food risk/benefit information will assist initiatives aimed at reducing the burden of food-related illness and disease, reducing the economic impact of food crises and ensuring that confidence in safe and nutritious food is fostered and maintained in Europe.

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