Consumers are fearful of involuntary risks such as those from food additive
s and pesticide residues, but such risks are low because of past effort tow
ards evaluation and control. Microbiological and nutritional risks are the
largest risks but are primarily under individual control and hence are volu
ntary risks. They are dealt with effectively by three words: sanitation, va
riety and moderation.
Preventive measures require continuous education and training, and thus tim
e, money and expertise, and often require present effort and investment for
uncertain future gain.