TOOL DETAILS
Title
'Find Smiley' - Danish Smiley Scheme That Inform About Food's Safety
Tool category
& type
Campaign:
Keyword(s)
Communications, Food quality, Food safety, Healthcare, Information, Information campaign, National Rural Network
Summary
'Find Smiley' is a scheme developed by the Danish Ministry of Food, Agriculture and Fisheries in collaboration with the Danish Veterinary and Food Administration. The smiley-scheme is very popular among Danish consumers and the food enterprises and it proved effective in raising food safety. Smileys can be found on inspection reports in all Danish retail food enterprises. All shops, restaurants and other enterprises selling foods and beverages to the public are inspected on a regular basis. There are five types of smiley according to the four degree of compliance with standards assesses during the inspection. Smiley-reports are to be posted in all supermarkets, groceries, bakeries, butchers, greengrocers, restaurants, canteens, hospital kitchens and elderly homes.
Since 2008, the "elite-smiley" was introduced for enterprises with the best inspection records. A good smiley is a good opportunity to improve the marketing image of enterprises.
Country
& RDP Region(s)
Denmark
Main purpose
The goal of the 'Find Smiley' scheme is to make the inspection results public and to make it easier for the consumers to understand these results through the concept of smiley-faces and help them to make a more informed choice on where to shop. Consequently enterprises have another powerful incentive to secure a high food safety.
Related
tools used
Dedicated Website: www.findsmiley.dk
Target audience
EAFRD Beneficiaries:
Rural Development Stakeholders:
General Audience:
Technical information
Smiley according to the degree of compliance with the assessed standards provided under the form of a file paper report that all inspected enterprises have to display it public. Scoring 100% on consumer-awareness, the smiley-scheme is probably the best-known public schemes in Denmark.
Date produced
2011
Publisher/
Organiser
The Danish Ministry of Food, Agriculture and Fisheries - The Danish Veterinary and Food Administration
Distribution & Promotion
Promoted on both websites of the Danish Ministry of Food, Agriculture and Fisheries and The Danish Veterinary and Food Administration and on their own website (Findsmiley.dk).
Assessment of effectiveness
Very positive. 88% of the enterprises agree that the scheme is "a good or very good idea". This is based partly on the fact that 86% say that their last smiley was 'fair' – no matter the smile. 8 of 10 owners or managers say they have held discussions with their staff to secure a happy smiley. And many have improved their routines and standards for the same reason. Enterprises have come to accept that in Denmark only happy smiles are good for business.
Name of organisation
The Danish Ministry of Food, Agriculture and Fisheries - The Danish Veterinary and Food Administration
Type of
organisation
Government
Image(s)
Name of contact person
Hanne Larsen
Address
Slotsholmsgade 12 |
DK-1216 København K
Denmark
Telephone
(+45) 25 16 48 91
