Speaking at Food Manufacture’s recent webinar, ‘Food fact and fiction: separating science from myth’, Sue Davies, Which? chief policy adviser, said consumer confidence and trust had suffered in the past because topics were not communicated effectively. “Whether we are talking about genetic modification (GM), food irradiation, cloning or other technologies, it seems we tend to repeat the same mistakes,” she said.
Some consumers felt they were given false reassurance on safety or were not given all the facts.
Clearer communication of the direct consumer benefits at a much earlier stage would help to allay fears, Davies said. “We need to give people simple and user-friendly information they can understand. Failing to do that in a way that addresses their concerns about the long-term risks or the balance between risks and benefits can be confusing or lead to distrust.”
Win consumers’ trust
Nicole Patterson, principal consumer analyst at Leatherhead Food Research, agreed that it was essential that food scientists and technologists communicated more effectively to win consumers' trust.
“Consumers are not anti-science but it needs to be communicated in a such way that enables them to see, feel and believe in the benefits,” she said.
Key lessons can be learnt from the initial communication of GM to consumers. “It should not be made too technical for the average consumer or it will sometimes become a confusing and a scary prospect. Also, if you don't give enough information, consumers are likely to be pessimistic about the missing part of the story. They would rather hear both sides, so they can make their informed decisions,” said Patterson.
Dr Andrew Wadge, chief scientist with the Food Standards Agency, underlined the role of science in food policy-making. “Basing policies on science and evidence provides a level playing field, so consumers can be confident that decisions are grounded in the latest state of scientific understanding and not on special interest agendas,” he said.
Wadge added that policy-makers should underpin safety and trust without over-regulation.
Listen to the webinar presentations in full, plus the following question-and-answer session here.