Food risk communication perceptions and communication of food risks/benefits across Europe: development of effective communication strategies (FoodRisC)
FoodRisC will characterise key configurations of food risk/benefit relationships and the consequent implications for risk communicators, make recommendations about the unique potential of new social media (e.g. social networks and blogging) and provide a systematic understanding of how consumers deal with food risk/benefit information.
The project will identify the barriers to communicating to consumers across Europe and identify key socio-psychological and socio-demographic characteristics, including gender, that affect food risk/benefit perceptions and processes as well as consumer preferences for communication channels. These objectives will be achieved through a range of research approaches and methods and by extending the theoretical basis of how people acquire and use information in food domains.
The impact of the project will be at a European level and will be facilitated through the development of the FoodRisC toolkit together with practical guidance to enable the effective communication of coherent messages across the Member States. Use of the toolkit and guides will assist policy makers, food authorities and other end users in developing common approaches to communicating coherent messages to consumers in Europe.The effective spread of food risk/benefit information will assist initiatives aimed at reducing the burden of food-related illness and disease, reducing the economic impact of food crises and ensuring that confidence in safe and nutritious food is fostered and maintained in Europe.
I previously worked at the Institute of Food Research, Health Education Authority and University of Oxford. My expertise is in the area of public health and behavioural nutrition research, gained on a variety of projects. My research is wide ranging both in terms of topics covered (e.g. food choice, policy development, food safety) and methodologies used (e.g. qualitative, quantitative, stakeholder consultation). I have also been involved in the evaluation of health promotion programmes and developing tools for use in nutrition education.
Since my arrival in 2000, I have played an instrumental role in the success of the University of Surrey’s Food, Consumer Behaviour and Health Research Centre, securing over £5.4M of research funding, of which over £3.3M as PI. With a start-up investment of £250K in 2000, the centre has brought over £7.1M into the University.
To date I have published over 125 refereed papers, numerous non-refereed publications including 20 book chapters and have edited two booksand edited two books ("The Psychology of Food Choice" (2006) and "Food for the Ag(e)ing Population" (1st edition 2009; 2nd edition 2016).
I am one of the founding members, member of the Board of Directors (2001-2006) and was secretary (2004-2006) of the International Society of Behavioral Nutrition and Physical Activity. The society was set up to combine interests in diet and physical activity; and to stimulate, promote and advocate innovative research and policy in the area. The society now plays an important role in fostering excellence in research in this field through its annual meetings and journal called the International Journal of Behavioral Nutrition and Physical Activity.
I started my career with GSK as a development chemist and then moved to Superdrug Stores PLC as Head of Technical Services. During my 14 years in industry, I gained extensive experience of managing technical and research projects within both branded and retail environments. In 2003, I joined the Food, Consumer Behaviour and Health Research Centre (FCBH) in the School of Psychology at Surrey, a multidisciplinary research centre which brings together skills and expertise in order to address research questions on food related policy, consumer behaviour and public health. I have played an instrumental role in the success of the Research Centre, working on a wide range of collaborative, multidisciplinary UK and EU funded research projects. I am also Director of Innovation for the School of Psychology, employing my expertise to support academics in the School of Psychology and the wider university to develop pathways to impact thus ensuring our research delivers societal benefit.
Richard Shepherd is an Emeritus Professor of Psychology, having retired in August 2011. He obtained degrees in Natural Sciences from Cambridge and in Psychology from Cardiff and Southampton. He was a Research Fellow at the University of Surrey and then worked at the Institute of Food Research from 1982 to 1998, initially in Norwich and then in Reading, before joining the University of Surrey as a Reader.
He has carried out research on a range of issues related to the factors influencing food choice. In particular this has involved the development and application of social cognition models to food choice issues and the exploration of the factors influencing dietary change. He has also conducted research on the perception of risk and risk communication particularly in relation to food issues. He has published widely in all of these areas of research, including editing two books.
He has directed research funded by BBSRC, ESRC, MAFF, FSA, Wellcome Trust and industry, in addition to several collaborative European projects funded by the EU. He is a Chartered Psychologist and a Fellow of the British Psychological Society. In the past Richard has been a member of the UK Food Standards Agency Social Science Research Committee, Food Standards Australia New Zealand (FSANZ) Social Science Expert Advisory Group and the ESRC Grant Assessment Panel.
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