Katija Blaine and Douglas Powell
University of Guelph, Ontario, Canada

Assessing the scientific risks of agri-food technologies must be coupled with appropriate, research-based risk management and communication activities, in order to provide consumers, the media, and others with a balanced, science-based assessment of both the potential benefits and risks of a particular technology. Those responsible for risk management must openly communicate their activities to reduce levels of risk.

Key words: Risk communication; risk perception; food safety.