Global Efforts and Consumer Expectations from Food Integrity Global 2024

Attending Food Integrity Global 2024 in Amsterdam was a transformative experience, one that opened my eyes to the concerted global efforts to protect every plate. As someone deeply entrenched in food safety, I often approach the topic from a North American lens. However, stepping into this international forum filled with leaders, experts and stakeholders from around the world reminded me that, at the end of the day, the consumer perspective is remarkably the same: “It’s not food unless it’s safe food.”

The event was a gathering of minds addressing the myriad challenges and innovations in the food industry, with topics ranging from food safety and food fraud to sustainable development, clean labeling, food allergens and the growing field of cultured meats. Even my keynote, “Is Our Food the Safest It Has Ever Been?” was just a small part of a much broader conversation. Here’s what I learned — and what I believe every food industry professional should take to heart.

THE GLOBAL PERSPECTIVE ON FOOD SAFETY. One of the most striking observations from the conference was the shared commitment to food safety across borders. Despite regional differences in regulations and practices, there is a collective drive among global stakeholders to ensure the integrity of the food supply. I found it particularly fascinating how European leaders, even post-Brexit UK officials, discussed food safety through the lens of continental regulations and international cooperation. This approach stands in contrast to North America’s more market-driven, often nation-centric view.

But underneath these structural differences, the consumer concerns remain nearly identical. Whether in Europe, North America or elsewhere, consumers are demanding safer, more transparent food chains. They care about where their food comes from, how it’s produced and the integrity of its journey from farm to fork. This universal concern is a powerful reminder that, as industry professionals, we’re not just meeting regulatory requirements — we’re fulfilling a fundamental expectation: that food must be safe to be called food.

THE COST OF FOOD SAFETY: A UNIVERSAL CONCERN. Conversations at the conference repeatedly circled back to the cost of food safety — an issue every company, big or small, grapples with. One of the most compelling discussions involved the small dairy industry, where the financial burden of certifications, inspections, audits and validations can be overwhelming. Yet, we know that the cost of doing nothing is far greater.

As I listened to these global perspectives, it became clear that consumers, regardless of where they are, share an expectation for safety and transparency. They trust us to make the right investments to ensure their food is safe. From my conversations, it was evident that while consumers might not fully grasp the intricacies or expenses of food safety protocols, they inherently understand its importance. This understanding fuels their expectations, driving companies to uphold the highest standards, no matter the associated costs.

INNOVATIVE SOLUTIONS ADDRESSING CONSUMER TRUST. One of the highlights of the event was the showcase of emerging technologies. I was particularly intrigued by rapid testing advancements coming out of Switzerland, designed to provide earlier and more frequent detection of contaminants. These innovations are starting to make their way to North America, promising to enhance our ability to ensure food safety at every point along the supply chain.

Moreover, blockchain and other validation platforms were discussed with far more certainty and specificity than what I often encounter in the U.S. Here in North America, we still seem to talk about these technologies in somewhat abstract, “platform-agnostic” terms. In contrast, European stakeholders at the conference spoke about blockchain as a concrete part of their food safety strategies, backed by long-term investment and tangible return-on-investment considerations. It was clear to me that adopting such technologies is no longer just a “nice-to-have;” it’s becoming an essential component of building consumer trust.

CONNECTING FOOD SAFETY TO GLOBAL INTEGRITY. One unexpected but invaluable outcome of my time in Amsterdam was the realization that we must adopt a more global mindset when addressing food safety. During the event, I had numerous conversations with experts from regions as diverse as Asia, Africa and Latin America. These interactions reminded me that food safety doesn’t stop at national borders. Our food systems are interconnected, and ensuring the safety of our supply here at home depends on the integrity of practices worldwide.

For instance, the European Union’s new deforestation legislation extends its impact to animal feed supply chains. This approach to food integrity highlights a commitment to tackling fraud and environmental concerns from a holistic perspective — something consumers increasingly expect. These regulations aim to secure not just the end product but every link in the chain, from sourcing raw materials to producing the final food items. It’s a lesson for all of us in the industry: food safety is a global concern, and the integrity of our work here affects consumer trust everywhere.

A SHARED JOURNEY FOR A SAFER FUTURE. Reflecting on the conference, I feel a renewed sense of purpose. The passion and dedication I witnessed in Amsterdam left me both inspired and challenged. It’s true — the global food supply chain is more complex than ever before, and the threats to food safety continue to evolve. But what gives me hope is the shared commitment I saw among food safety leaders worldwide. There’s a palpable energy driving the industry forward, a recognition that we must work together to protect every plate.

As industry professionals, we must embrace this global perspective. It’s not enough to focus solely on our own national regulations or market demands. We have to think about how our actions, policies and innovations fit into a larger, interconnected system. By doing so, we can better meet the unified consumer expectation that food must be safe to be considered food at all.

So, what’s the takeaway for all of us? It’s this: food safety is a collective responsibility. No matter where we are or the specific challenges we face, we’re all part of the same journey to ensure that every bite consumers take is safe. The time has come to stop thinking in terms of “us” versus “them” — North America versus Europe, small producers versus large corporations — and start viewing food safety as a global effort.

Attending Food Integrity Global 2024 has solidified my belief that our industry’s future depends on this global collaboration. Consumers around the world may speak different languages, but their message is clear and unified: “It’s not food unless it’s safe food.” And it’s up to us, as supervisors, leaders and executives, to make that a reality.