US consumers want food safety certified labels

A US study found that American consumers strongly prefer products to be labelled as safety-certified.

The Michigan State University study showed that US consumers are highly aware of food safety issues and they have high recognition of third party certification as an effective signal of food safety assurance.

In the study, US consumers want to see evidence on product labels that the food they are buying has passed independent safety certification processes. Slightly more than one third of the 400 surveyed consumers also indicate a willingness to pay a premium, upwards of 30% more.

Phase two of the food safety and safety certification research study is expected to be completed in mid-April.