Communication about food safety is complex. This is, in part, because food safety covers a range of different issues, including microbial contamination of food (for example, in the domestic environment), optimization of nutrition and consumer food choices, and development of effective communication about the risks and benefits of food processing technologies such as genetic modification of food crops and (more recently) nanotech-nology used in food production. In addition, food choice is important for all consumers. On the one hand, food choices are representative of that class of behaviors that are frequently repeated by consumers and can be described as habitual. Against this, consumers may also be suspicious of new foods that are outside of their experience or produced using novel technologies, a phenomenon known as ...

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