For those of us whose professions are centered on food safety, one of the strangest questions we hear is “Why is food safety important?” This question seems odd to us because the answer is so self-evident to us that it can be difficult to articulate and answer. This problem can be compounded when we are speaking with our own management for whom the priority is managing a successful business and who see food safety programs as simply a form of insurance. The view that food safety is insurance is, to a point, correct. Food safety programs do protect lives, brands and businesses. However, well implemented food safety programs can do more than just supply insurance and protect a business. A food safety program that is effective and thorough can provide benefits beyond protecting consumers and businesses. The extra benefits that one gets from an effective food safety program can include: 1) The same practices that are needed for growing, processing, distribution, selling, preparing, storing and consuming safe food also lead to higher quality food. 2) Safe food has a longer shelf-life, therefore reducing shrink and increasing sale potential 3) Employees that have been trained in food safety are more committed and easier to retain and an employee that is trained in food safety is a better representative of the company if they have a consumer facing role resulting in less turn over and more investment in their jobs. 4) A retail or food service environment that helps to ensure safe food is a more pleasant environment for consumers helping to retain customers and allowing greater margins on goods sold, leading to better brand perception and consumer trust. 5) Safe food practices, e.g., proper temperature control during distribution, clean and sanitary equipment, results in energy and cost savings and other potential benefits Safe food and the processes and practices that encourage the production, processing and preparation of safe food do more than just protect lives. They add to a business’ bottom line. They do this not just by saving money and protecting brands, they also strengthen brands and sales. This roundtable will help attendees understand what other food safety professionals have found to be effective ways to communicate the full value of food safety programs within their own companies.