Evolving consumer tastes and competing food trends have made the modern foodscape ever more complex for food and beverage companies to navigate. Not only must food companies deliver products that are safe to consume, but they must also be wary of consumer perceptions of risk, which can undermine new foods and established brands. Risk communication refers to the collection and analysis of real-time information through social listening and other avenues to provide advice to organisations and individuals facing threats to their economic or social well-being. Companies use a range of tools in this area, including polling and social media monitoring, in addition to social listening; however, these tools often fail to get at the sentiments that underlie the concerns identified. Behavioural science is particularly relevant to companies working in controversial sectors to anticipate issues and to respond before they become problems. For this reason, companies are establishing behavioural science teams in order to improve strategic decision-making and enhance the effectiveness of marketing campaigns.

In a hot, flat, hyper–connected world, public perception of risk may determine if agriculture will save the planet by 2050 or destroy it. Science and technology options may hold the key to solving the situation, but, if media experience with “pink slime” and raw milk are any indication, society may be in for a bumpy ride. This article will examine global trends in food and agriculture, the interplay between food safety and public perceptions of risk, and the role of risk communication in addressing public perceptions.