Market research


Date: Yearly. To evaluate the effectiveness of our campaigns on an ongoing basis, safefood developed Safetrak, a consumer research programme that measures public awareness of safefood campaigns.

Building Authority

Date: March 2007. This briefing document explores the development and performance to-date of the safefood brand and draws conclusions about how best to build brand authority and credibility within the marketplace.

Changing Behaviour

Date: March 2007. The research is conducted every six months by Amárach Consulting. Interviews are conducted throughout the island of Ireland, with 800 participants, aged 15-74, on a face-to-face basis in their own homes.

Integrated Works

Date: March 2007. Overall, awareness of the safefood brand has grown significantly since it was launched three years ago, from five in ten adults recognising the logo in safetrak 1 (51%) to almost seven in ten adults in safetrak 7 (67%).