Consumers’ Social Representations of Meat Safety in Two Selected Restaurants of Raymond Mhlaba Municipality in the Eastern Cape, South Africa

This study was conducted at two different restaurants of Raymond Mhlaba Municipality (Alice), Eastern Cape, South Africa, to determine consumers’ social representations of meat safety. A total number of 251 people were interviewed in focus group discussions, each comprising 4–6 interviewees were conducted. Each focus group consisted of university students and staff, and members of rural communities surrounding the town of Alice. A semi-structured questionnaire comprising both closed-ended and open-ended questions was used to collect data. Consumers were concerned about the hygiene at the place of purchase and the freshness of meat. Moreover, they revealed that they were always worried about the risk of food-borne diseases. Although food-borne diseases were not cited as a significant problem, related ideas such as “ washing of hands before preparation of food to minimize food-borne diseases ” were important to consumers. Consumers indicated that meat safety at the abattoirs should be thoroughly managed given that “ hygiene during meat processing is important to prevent the occurrence of food-borne diseases”. Consumers in both retail outlets have shown to have a limited understanding of meat safety. Thus, consumers’ social representations, perceptions, and knowledge are complex and dynamic with respect to meat safety.