EUFIC A question of balance The European Food Information Council

Communication challenges Role of EUFIC Agenda Why we need balance

Huge appetite for information on food (and health) Met by a great deal of ‘supply’ Accentuated, not alleviated, tension Science undermines faith ‘Faith’ has to be replaced by trust. Trust comes from a balanced argument from credible sources. Why we need balance

Communications challenges Consumers  media wants to simplify; science wants to qualify  too many experts – who do we believe?  push vs pull  moving target  aren’t scientists  want certainty  are change-averse  aren’t all the same

EUFIC The Mission Provide science based information on foods and food related topics to health professionals, educators, opinion leaders and the media, in a form understandable to the general public Raise the consumer’s awareness of the active role they play in safe food handling and choosing a well-balanced, healthy diet Work in partnership Create a synergistic European network

Operating Principles Use existing scientific consensus not single views Improve mutual understanding Balanced mix of topics. No individual company views Respect the specificity of each country All undertakings must enhance EUFIC’s credibility

‘Push’ communications The newsletter: FoodToday A twice-quarterly magazine of 4 pages Also available electronically Studies Reports and statistical data Journals On precise subjects ie, enzymes, obesity, diets etc Brochures Lists of advisors in partnership with European dieticians The “media guide” A guide aimed at journalists, providing in-depth information across a range of issues Publications :

‘Pull’ communication Eufic.org Central site 40,000 users a month Coolfoodplanet.org Nutrition and health for children and adolescents Foodstudents.net Educative site about the food chain Foodexperts.net Site in partnership with Wageningen University on food quality and safety Internet sites:

‘Pull’ communication

The future of EUFIC Facilitator Frameworks Three principal roles Forum

EUFIC A question of balance The European Food Information Council