However, last year’s EHEC crisis has shown how widespread uncertainty can come when consumers are misinformed or inadequately informed. Within a short time, the Germans not only banished the cucumber, which was unjustly suspected, but often every kind of raw food from their dining tables.
The nationwide information campaign “Safe is tasty”, which is scheduled to run for three years, is intended to enlighten consumers and bring consumer confidence in the consumption of fresh vegetables back to the level before the EHEC crisis. The EU-funded campaign provides information on the methods of cultivation and quality assurance of vegetables grown in European glasshouses. DRP is responsible for the overall strategy as well as the design and implementation of advertisements, websites, PR and social media.