Effective communication about food for specific target groups

Effective public communication about food and food safety leads to a decreased (over)reaction to risks and incidents, improved health, and increased consumer confidence in Dutch food. This in turn contributes to a viable food industry.

The study BO-08-011.01 'Government Communication about food' – carried out in 2010  - showed that an effective message combines conflicting aspects about food safety and sustainability in a single two-sided message. It is unclear however, what the effectiveness of such a two-sided message is for the target groups of migrants and YOPI’s (Young, Old, Pregnant, Immunodeficiënt).

This project – carried out by LEI Wageningen UR - aims to provide an indication of the reliability and effectiveness of a two-way communication message for different audiences, such as the 'normal' Dutchman, young children, elderly, pregnant women, people with low immunity and immigrants.

A conjoint analysis among consumers from different target groups is used to analyse the effectiveness of different sided messages. This project will result in  tangible recommendations on the design of effective communication messages for these groups. In addition, this project provides insight into the opinion-making process for various target groups in the public arena.