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  1. Rowe, Sylvia MA
  2. Alexander, Nick BA


Much has been written about nutrition communication, how it should be framed, targeted, structured, and worded for greatest effect. Relatively little has been written about possible pitfalls-errors in communicating that may lead to public confusion instead of understanding. In this article, the authors lay out, in their usual irreverent style, what may be regarded as the 7 greatest errors in nutrition communication, focusing primarily on the last of these, mistiming messages-especially delivering messages too late for them to be effective. Pointing out a gap between expectations of and actual consumer behavior, the article discusses the importance of understanding consumer psychology and of effectively timing communications-both nutrition and food safety messages-so that information is delivered when consumers are ready to receive and use it.