We know that educating consumers on the facts about food safety is necessary; but often is just not sufficient to produce long lasting behavior change. Over the last few decades, the fields of behavioral psychology, neuroscience, and behavioral economics have revealed answers to the pressing questions of ‘why people do what they do’ and ‘why is change so hard’.  Dr. Starr has boiled down the complexity of this science into nine intuitive truths about human behavior.  In this talk, she will introduce these truths and actionable frameworks for applying them to designing communications, interventions and programs that help people make better decisions and help them follow through on their knowledge about how to ensure food safety.