Ask a Singaporean aged under 40 where they find the trendiest cafes to visit for their foodie adventures, and they’d probably tell you TikTok or Instagram.
Eating out has always been a big deal in Singapore — and for Gen Z and millennial foodies, the visual allure has become a significant factor in decision-making. Sevenrooms data shows an increasing number of Singaporeans using social media to discover new dining options (52 per cent via restaurants’ social media profiles, 43 per cent via influencers). Narrowed down to Gen Zs alone, the proportion goes up to 59 per cent.
But the visual nature of social media often places the focus on aesthetic appeal, inadvertently overshadowing a critical aspect: Food safety.
In the post-pandemic landscape, we’ve seen hygiene lapses at Spize establishments resulting in a spate of gastroenteritis cases, dead mice at popular bakery chain Proofer’s central kitchen and, more recently, the discovery of a rat infestation at Tangs Market food court. These incidents are potentially just the tip of the iceberg, underscoring the importance of stringent food safety standards and practices.
LEVERAGING SOCIAL MEDIA
The rapid spread of food-related content on social media platforms can quickly turn trends into widespread food phenomena, but this might not be entirely safe. Eateries and dishes can go viral and attract large crowds of patrons before people get a chance to fully evaluate the potential risks involved.
Businesses that do the bulk of their outreach via the Internet can educate consumers about food safety while maintaining aesthetic appeal in their online presences. Establishments such as Dian Xiao Er, IRVINS, Crystal Jade and Hai Di Lao have successfully used social media platforms to share behind-the-scenes glimpses of their kitchens, showcasing hygienic practices, adherence to safety protocols, and the sourcing of high-quality ingredients.
Collaborations with influencers or food safety advocates provide another avenue for businesses to convey their commitment to food safety. Before sharing praise on any establishments’ food offerings, influencers should also do basic checks on its safety and cleanliness practices, to ensure that they are not promoting potential health risks to their audiences.
Innovative use of captions and hashtags can also serve as effective tools for integrating food safety messaging. Businesses can include concise yet impactful messages about their safety practices, certifications, or ongoing training programmes alongside captivating visuals. Strategic use of relevant hashtags can further amplify the reach of these messages to a wider audience.
Innovative use of captions and hashtags can also serve as effective tools for integrating food safety messaging, says the author.
Brands such as TungLok Group, Aalst Chocolate and Mr Bean leverage creative storytelling to convey their commitment to safety measures. Insightful narratives that highlight the journey from farm to table, stringent quality control processes, and partnerships with reputable suppliers can be woven seamlessly into visually engaging posts.
This approach also instils confidence within consumers in the safety and integrity of their culinary experience.
NEED FOR EDUCATION
However, it’s not enough to confine such efforts to social media outreach.
Regulatory bodies must stay agile and responsive to emerging trends. For the authorities, regularly updating guidelines and standards to address new challenges posed by social media-driven marketing and innovative food concepts is essential.
One way is through regular forums for dialogue, such as industry conferences or roundtable discussions, and offering platforms for regulatory bodies and industry stakeholders to share experiences, insights, and best practices. The Singapore Food Agency (SFA) actively engages with public concerns on cleanliness and food hygiene in retail outlets by responding to forum letters published in newspapers.
The agency also consistently encourages members of the public to report potential food safety violations through the online feedback form on its website.
SFA also conducts regular community workshops, such as a recent collaboration with the Chinese Development Assistance Council (CDAC) to educate non-English-speaking seniors about food safety concepts and tips for protection. These workshops feature real-life case studies, fostering a deeper understanding of food safety principles among diverse communities.
While such forums have proven beneficial in addressing challenges related to social media-driven marketing and innovative food concepts, such exchanges must be enhanced to effectively address more prevalent issues of the day — social media presentations by F&B brands, for example, or viral food safety breaches, such as the Tanglin rat incident.
Regulatory bodies can look into organising regular food safety exhibitions and trade workshops, with the aim of boosting public knowledge on food safety and hygiene via simple, accessible activities such as booth games and educational videos.
Regulators and industry experts must beef up existing collaboration efforts to tackle the unique food safety challenges brought about by the increasing popularity of social media use and trends. All stakeholders in Singapore’s world-class food scene must work in tandem to create a network of shared responsibility, constant communication, and tech-savvy solutions.
LOOKS GOOD, TASTES GOOD, SAFE FOR ALL
As we move on from the Covid-19 pandemic to face other health risks, it is more essential than ever for the food and beverage industry to uphold rigorous standards.
Conducting food safety and food allergens training is a pivotal aspect of shaping safer practices within the food industry. Such training initiatives should not just be about checking boxes and following rules — they should focus on getting folks in the food industry to understand the full impact of why food safety matters at every step.
Going beyond the mandatory Workforce Skills Qualification (WSQ) Food Safety Courses, additional training on food safety management systems has proven advantageous for food companies. This extra training is the secret sauce that helps businesses build up stronger and more effective food safety systems.
Furthermore, there are now stricter demands for revealing nutritional information, health claims, and providing real-time reports to regulatory bodies. This ensures that compliance updates are delivered promptly.
Through continuous communication, education, and innovation, we can build an adventurous, diverse food scene in Singapore that not only looks and tastes good, but is safe for all.
That way, we can make sure the only thing we’re Instagramming is plates of delicious food — and not a trip to the hospital.
ABOUT THE AUTHOR:
Chan Fong Ying is a senior food safety consultant and trainer with ISRC. She has over eight years of expertise in quality assurance, compliance implementation, and nutrition.
Featured in TODAY: Commentary: Getting food recs off Instagram and TikTok? Here’s what we might be missing about hygiene and safety – TODAY (todayonline.com)
