How Safe Is Our Food: Consumers’ Perceptions of Food Safety in Canada

Organization

Consumers' Association of Canada (CAC), Manitoba Branch

Published

2010

Summary

The Manitoba branch of the Consumers’ Association of Canada (CAC Manitoba) launched a research project to determine consumers’ perceptions of food safety in the spring of 2009.

The goal of the project was two-fold:
• To determine the current level of consumer confidence in the safety of Canada’s food supply
• To make recommendations to government and industry that would meet consumers’ expectations for food safety.

An initial review of existing literature supported the notion that consumer perceptions regarding food safety were an important factor in decision-making. Widely publicized food scares were shown to have an impact on consumer confidence in the safety of food supply. Research from Canada in 2006 indicated that consumers’ confidence in the food supply was growing, but these conclusions had not been revisited in the wake of recent food scares. Consumers’ demand for more and better information regarding food inspection, processing, safety protocols, and other aspects of food safety was a recurring theme.

Literature from other countries lent support to the importance of research regarding consumer response to publicized information about the safety of the food supply, and the benefits of effective, accurate communication of risk information to consumers. Research indicated that consumers’ level of trust in the source (institution, group, organization) of food risk information had an effect on consumers’ acceptance of the information, and their perception of its credibility. There was support for more research in this area, and in several of the other areas addressed.

Building on this research, CAC Manitoba conducted a survey of 500 Canadians in December of 2009. The purpose of the survey was to determine consumers’ attitudes and perceptions regarding the safety of Canada’s food supply, with specific emphasis on food-borne illness and contaminants. Particular attention was paid to ways in which consumers accessed food safety information, their suggestions to improve access, and sources of information that were most trusted by consumers. Other areas of interest included consumers’ perception of current regulation and safety monitoring practices, and who they perceive should bear responsibility for the safety of our food supply.

In an effort to fill information gaps revealed by the survey, and to expand on survey results, focus groups were conducted in Winnipeg, Montreal, and Toronto in March of 2010. A total of 29 consumers participated in the three sessions, during which facilitators attempted to explore, in greater depth, the themes and areas of concern that had been highlighted in the survey results.

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OCA Funded Research
This research received funding support through the Office of Consumer Affairs' Contributions Program.

Contact information

Source: Consumer Policy Research Database