It is reported that European foods are under constant threat of frauds and adulterations. The consumer expects to be assured to buy products whereby safety, quality and authenticity are assured. These parallel aspects represent a big challenge for the industry. For this reason, the demand for both rapid and confirmatory methods able to detect different frauds have increased in the last few years as science catches up with risk. Should the consumer be more aware and who, when and how should we talk about this?