Home of the Brave Eaters | Adweek
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Home of the Brave Eaters

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Amid fear of diseased livestock and biotech "Frankenfoods," do consumers feel food safety has gone to hell in a handbasket? The answer varies from country to country, says a study by Ipsos-Reid. In Britain, ancestral home of the bonkers bovine, 36 percent of respondents said their food is less safe now than 10 years ago, versus 25 percent saying it's safer. In Germany, "less safe" trounced "safer" by 45 percent to 21 percent. In the U.S., by contrast, "safer" beat "less safe" by a margin of 36 percent to 26 percent. Of the 34 countries covered in the survey, Singapore posted the highest "safer" vote (47 percent) and Colombia had the highest "less safe" number (82 percent). One other info-morsel from the research: "Women in every country surveyed are substantially more likely than men are to consider their food less safe than it used to be."