Safe food shouldn’t just be for the affluent – and they’re sorta clueless when it comes to food that makes them barf

Market research sucks. With food, people vote at the checkout counter with their wallets. Sitting at home, talking to some annoying survey person who only calls when dinner is about to be served reveals … nothing, except the potential buying patterns of pissed off shoppers, wondering why they can’t just eat dinner without the phone ringing.

A new national survey of more affluent consumers from strategic marketing communications firm Context Marketing, “Beyond Organic — How Evolving Consumer Concerns Influence Food Purchases,” has found that most respondents are highly concerned about the safety of the food they buy and would pay more for food they believe to be safer or healthier.

The research also found that assurances about what a food doesn’t contain, such as pesticides or antibiotics, matter a great deal to these consumers, along with ethical claims that reinforce quality and safety perceptions. …

While respondents confirmed that low price is a major influence on most food purchases, 60 percent said they would pay up to 10 percent more for food they think is healthier, safer or produced according to higher ethical standards, and 14 percent said they would pay a premium greater than 10 percent.

But right now, all that is available at retail is products that hint at enhanced microbial food safety and offer … nothing.

Market microbial food safety so consumers can choose.


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About Douglas Powell

A former professor of food safety and the publisher of, Powell is passionate about food, has five daughters, and is an OK goaltender in pickup hockey. Download Doug’s CV here. Dr. Douglas Powell editor, retired professor, food safety 3/289 Annerley Rd Annerley, Queensland 4103 61478222221 I am based in Brisbane, Australia, 15 hours ahead of Eastern Standard Time