In recent years, the health communication context in general and, particularly the domain of food risks and benefits communication has become increasingly more complex and uncertain. The large and diversified amount of information that is now available makes it difficult for consumers to deliberate upon food risks and benefits and, thereby, modify their attitudes and behaviours accordingly. This has strengthened the barriers and constraints to effective communication and consumers’ engagement in food related issues and posed new challenges to risk communicators and stakeholders. In order to respond to these challenges, the FoodRisC project devised a model envisaging a set of steps and corresponding procedures, to provide evidence based research that can be used in the development of effective tailored communication strategies. Examples of this project’s evidence based research are provided, including studies on consumers’ deliberation on multiple risk-benefit configurations, information seeking and information avoidance, and expressions of coping during food crisis. Implications of these results for reducing the complexity and uncertainty of todays’ communication context are discussed, including the potential of new data collection channels and consumer engagement tools, such as social media analysis.

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Food risk communication,Information seeking,Information avoidance,Consumer’s deliberation,Food crisis,Social media