Preliminary results of a study conducted by Michigan State University on behalf of Houston-based risk management provider DNV indicate U.S. consumers are highly aware of food safety issues and view third-party certification as a clear signal of food safety.

"Consumers are not only aware of food safety issues, they are actually changing their shopping habits due to food safety concerns," said Dr. Chris Peterson, director of the Product Center at MSU. "Nearly half of the consumers we surveyed indicated a change in shopping patterns."

Most of the more than 400 shoppers surveyed by the group said they would like to see evidence on the product label that the product has undergone some sort of independent safety certification process. Slightly more than a third of consumers said they would be willing to pay as much as 30 percent more for products offering that kind of assurance.

"It's interesting to note that higher price alone is not a direct signal [to consumers] of safer food," Peterson said. "Even brand name recognition is not the most powerful indicator of safety. Voluntary third-party certification compares favorably with mandatory government inspection and slightly ahead of traceability labeling in the mind of the consumer."

In fact, he added, "Most consumers would advise the food industry to invest proportionately more in certification programs than in government inspection or traceability."

Although phase one of the study focused on consumer perceptions of food safety, phase two will survey food industry professionals regarding business practices and auditing schemes. It is expected to be complete next month.

For more information, visit http://www.dnv.us.