Assessed versus Perceived Risks: Innovative Communications in Agri-Food Supply Chains

Food preparations, especially those based on animal products, are often accused of being responsible for the increase in food-borne infections, contributing to increased pressure on healthcare systems. The risk assessment in agri-food supply chains is of utmost importance for the food industry and for policymakers. A wrong perception of risks may alter the functioning of supply chains; thus, efforts should be devoted to communicating risks in an efficient way. We adopt a multidisciplinary approach to investigate how consumers perceive different food risks. Our analysis shows that planning effective communication strategies is very much important for efficiently informing consumers on food risks. We also comment on potential innovative ways to better organise the supply chains.