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In the wake of recent allergy related tragedies, and increased numbers of people living with food intolerance, allergies and other dietary requirements, food safety and dining out has never felt more complex – or more important to get right. Leading food allergy advocate and researcher Dr Hazel Gowland shares her insight into how the Safe to Trade Consumer Standard is helping food businesses strengthen allergen management, improve transparency and build public trust.
“Allergen management isn’t static — it must evolve with every menu change or supplier update,” explains Dr Gowland. “The Safe to Trade Standard is designed to help food businesses minimise allergen risks and align with the latest UK food safety regulations.”
As more people live with food allergies and intolerances, public awareness and expectations around allergen safety have risen sharply, making strong allergen management a rising priority for both diners and food businesses. Recent enforcement actions and product recalls across the UK further highlight how even small lapses in allergen control can have serious consequences.
Consumers are therefore increasingly looking for visible reassurance that the places they eat understand, and actively manage, allergen risks. The Safe to Trade Consumer Standard provides a proactive solution, helping customers recognise venues that take food safety seriously, and giving businesses the structure to demonstrate it.
When customers/diners see the Safe to Trade logo, they can be confident the venue has been independently verified for food safety and allergen management practices. Auditors review how allergen information is managed, from menus and signage to staff awareness and communication, ensuring that everyday practices support customer safety. Good hygiene, correct ingredient handling and consistent routines such as thorough handwashing, proper storage, and clean equipment which are key to preventing cross-contamination, are also reinforced.
Dr Gowland emphasises that effective allergen management depends as much on how staff communicate as on what systems they use and sees this as a crucial part of the process.
“Many food businesses now invite customers to declare their dietary needs when ordering,” she notes. “It’s about creating a culture where customers feel confident to speak up, and staff are trained to respond effectively.”
Many Safe to Trade venues use practical measures such as supervisor checks, information audits, printed notes or markers, and staff briefings to ensure every allergy-related order is handled correctly.
Even the most robust systems benefit from regular reviews. Dr Gowland stresses that every incident or near-miss should promote learning and improvement opportunities; immediate, transparent investigations can help to identify root causes and offer the opportunity to share lessons without blame. This approach strengthens long-term safety culture and reassures customers that their wellbeing comes first.
Dr Gowland encourages ongoing awareness and training: staying informed of allergen alerts from the Food Standards Agency (FSA) and Food Standards Scotland (FSS) and engaging with organisations such as Anaphylaxis UK and Coeliac UK.
Safe to Trade supports this commitment through continuous improvement, ensuring accredited venues maintain their focus on safety long after audit day.
For diners, the Safe to Trade logo is a simple way to make safer choices. The Safe to Trade Register allows consumers to check which venues have achieved certification for food safety, hygiene, and allergen management standards.
Search approved venues here. Because when it comes to eating out, confidence isn’t just about the food, it’s about the trust behind it.
Dr Hazel Gowland BA, PGCE, MREHIS, FIFST, FRSPH
Hazel is a leading food allergy advocate, expert patient, researcher and university lecturer. As a food hypersensitive consumer, she informs and shapes allergen risk assessment and develops innovative and effective training programmes. Her research includes consumer and business behaviour, the quality of life and cost of living with food hypersensitivity, understanding and recording severe and fatal reactions and the regulatory context of food allergy.
