Behavioural change is facilitated by limiting the number of food safety messages. A prac- tical list of food safety messages for consumers can be found in the “Five Keys to Safer Food”.1 Based on these messages the “Five Keys to Safer Food in Healthy Food Markets” have been developed and is presented later. The rationale for using this approach is that common educational messages in the Healthy Food Market pilot project can be used not only for consumers, but also for vendors and other stakeholders.