35 in-depth interviews conducted in Italy for the FoodRisC EC project

 

Photo of Patrick Wall, coordinator of FoodRisC

Patrick Wall, coordinator of FoodRisC

Hylobates Consulting is one of  fourteen partners of the EU 7th Framework project FoodRisC (Food Risk Communication – perceptions and communication of food risk/benefits across Europe), a three years project aimed at mapping out the  networks and information sources contributing to food risk and benefit communication across Europe. The project consortium is made up by research institutes, Small and Medium Enterprises (SMEs), consumers organisations which altogether represent nine EU Member States.

Progress of work has been discussed during the 2nd meeting of the project which took place in London on March 3rd-4th 2011.

Hylobates has completed 35 interviews with consumers, experts and stakeholders  conducted in Italy. Similar interviews were carried out by other five partners of the project (Belgium, Ireland,  Latvia, Spain, The Netherlands). The results of the interviews from all countries involved will contribute to the assessment of food risk and benefit communication among consumers, experts and stakeholders representing different step of the food chain. In particular, the interviews will be analysed to identify the issues which are of most interest for consumers in relation to communication of food risk and benefit.

More generally the fields of investigation of the project include:

  • the characterization of food risk and benefit issues and the related communication implications
  • the potential role of new social media in communicating food risk/benefit
  • the way in which consumers respond to information they perceive as uncertain, contested or confusing and to develop relevant segmentation criteria
  • the applicability of the concept of information seeking to the design of food risk/benefit communications
  • developing practical ways in which consumer sense-making and deliberation can be taken into account in order to provide substantive benefits to stakeholders in developing communications.

The results of the research will be used to provide policy makers, food authorities and other stakeholders with a toolkit aimed at facilitating the effective and coherent communication on food and thus promoting consumer understanding through clear messages.

Hylobates Science

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