For the second consecutive year, Montenegro will take part in the Safe2Eat campaign, which aims to enhance consumer confidence in food safety by providing clear and scientifically supported information, as announced by the Directorate for Food Safety, Veterinary and Phytosanitary Affairs.

The Safe2Eat campaign is a collaborative initiative led by the European Food Safety Authority (EFSA) alongside partners from 23 countries, including Montenegro.

“This marks the fifth year of the campaign, designed to equip consumers with clear, science-backed facts and advice concerning food safety, enabling them to make informed choices,” the statement reads.

The Food Safety, Veterinary and Phytosanitary Administration noted that this year’s campaign saw participation from 23 countries, up from 18 the previous year.

This year’s campaign includes Albania, Austria, Belgium, Bosnia and Herzegovina, Montenegro, Czech Republic, Estonia, Finland, Greece, Croatia, Ireland, Italy, and Cyprus.

Participating countries also encompass Latvia, Luxembourg, Hungary, Norway, Poland, Romania, North Macedonia, Slovakia, Spain, and Turkey.

Director Vladimir Đaković of the Food Safety, Veterinary and Phytosanitary Administration emphasized that the Safe2Eat campaign sends a vital message that consumers are at the forefront of the food safety system.

He mentioned that transparent, precise, and comprehensible information is fundamental to building trust in institutions and aiding citizens and consumers in their daily decisions.

According to Đaković, Montenegro is dedicated to achieving high European standards in food safety and is committed to reinforcing the system that safeguards public health and facilitates informed choices.

“As a small nation with a strong focus on international trade and a tourism sector reliant on the quality of domestic products, we recognize the importance of consumer trust, both locally and abroad,” Đaković stated.

He praised EFSA’s initiatives to make scientific knowledge more accessible to the public through the Safe2Eat campaign, empowering citizens to better comprehend the risks and advantages of their food.

“We take pride in Montenegro’s active participation in this European initiative for the second year, working together to establish a system where human health, consumer protection, and trust in food are paramount,” Đaković concluded.

The Administration reported that last year the Safe2Eat campaign achieved an unprecedented level of impact.

According to an Ipsos survey conducted in December, the campaign reached over 45% of its target demographic across Europe—a significant increase from 19% in 2023.

“Through a combination of social media strategies, influencer collaborations, and focused media initiatives, the Safe2Eat campaign successfully engaged over 50 million Europeans, underscoring the significance of food safety in everyday choices,” the statement noted.

Furthermore, the campaign positively influenced consumer attitudes.

The Directorate disclosed that survey results showed individuals familiar with the campaign were more inclined to consider food safety when making purchases.

Additionally, the perception that food safety information is overly technical or complex was markedly reduced, with respondents reporting increased knowledge about mitigating food-related risks.

“Throughout the year, we will implement comprehensive initiatives under the Safe2Eat campaign at both EU and national levels. We encourage consumers to visit the official campaign website: https://www.efsa.europa.eu/cnr/safe2eat, explore educational resources, and engage with us on social media using ‘Safe2EatEU’,” the statement highlighted.

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