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Communication is key

The recent E-coli scare has shaken what often appears to be a fragile consumer trust in food safety. But that distrust frequently seems to extend to processed foods and anything else consumers may consider ‘unnatural’ or mass-produced.

Indeed, it was a point well made by professor Fergus Clydesdale, who declared at the recent IFT annual meeting that paranoid distrust of ‘chemicals’, anything ‘artificial’ or industrially ‘processed’ was actively thwarting efforts to tackle obesity. And he went on to say that, as many young consumers had never seen or smelled spoiled food, it wasn’t surprising that they had no understanding of how such products stay safe and stable.

So when it comes to tackling obesity issues and other food myths, communication has to be the industry’s most important weapon. After all, fantasy may be more compelling than reality, as observed by another speaker. But it’s also a lot more dangerous.




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