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The purpose of this paper is to explain the work and importance of the “extension” programme in the USA . “Extension” works in six major areas, including family, consumer science and agriculture. Extension grants that address food safety are issued via the National Integrated Food Safety Initiative (NIFSI). Target audiences for the programmes include various groups of consumers (pregnant/nursing mothers, infants, teens, etc.), as well as multipliers or gatekeepers who disseminate knowledge to groups of consumers. British Food Journal 2006; 108: 771 – 774.