Food Fraud Awareness and Consumer Trust in Food Authenticity on the Island of Ireland: Post-Brexit Challenges and Recommendations

On January 31st, 2020, United Kingdom (UK) withdrew from European Union (EU) in a process known as Brexit. Regulatory changes arising from Brexit have led to a more complicated trade and food system in both the UK and EU. This has the potential to increase food fraud risks at the shared border between Northern Ireland and Ireland, a development that could reduce consumer trust in the food industry. The purpose of this study is to address these challenges by exploring consumer perceptions of food fraud and authenticity in the Island of Ireland to inform recommendations to improve consumer trust in the food industry, where needed. Two focus group sessions were conducted in both Ireland and Northern Ireland, involving eight participants in each region who were solely or primarily responsible for their household food shopping. Thematic analysis was used for analysing the transcripts. Strengthening of transparency, quality assurance, political accountability, and legislative stability were participants’ recommendations to strengthen trust in the food industry in this post-Brexit era. By adopting the themes identified in this study, con-sumers on the Island of Ireland will be better equipped to navigate the ever-changing and somewhat unpredictable post-Brexit realities facing the food industry.