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BACKGROUNDThis investigation provides an important insight into Eurasian consumers' food safety beliefs and trust issues influenced by the COVID‐19 pandemic. An online survey was conducted in 15 European and Asian countries involving more than 4000 consumers.RESULTSIt has confirmed that different socioeconomic characteristics, cultural aspects and education levels shape food safety perceptions within Eurasian countries. The COVID‐19 pandemic influenced their beliefs and trust in food safety, which is relatively low on average. However, it is significantly higher for European consumers (especially European Union ones) compared to their Asian counterparts. Both Asian and European respondents agreed that food fraud and climate changes represent a food safety issue. However, European consumers were less concerned regarding the food safety of genetically modified foods and meat and dairy analogs/hybrids. Asian consumers were, to a greater extent, worried about the risk of getting COVID‐19 from food, restaurants, food retail establishments and home food deliveries.CONCLUSIONEurasian consumers have put their greatest extent of trust, when food safety assurance is concerned, into food scientists and food producers holding a food safety certificate. Broadly, they are uncertain to what extent their federal governments and food inspectors are competent, able and efficient in ensuring food safety. Higher education of Eurasian consumers was followed by increased food safety confidence in all parts of the food chain. © 2023 The Authors. Journal of The Science of Food and Agriculture published by John Wiley & Sons Ltd on behalf of Society of Chemical Industry.

This conceptual paper aims to expand the notion of “farming newcomers” in Europe by also including those that we label “involuntary newcomers”, who correspond to the workforce coming unwillingly to farming for reasons associated with spatial (im)mobilities. We fully develop our aim in four steps. Firstly, we present an integrative literature review which describes how the interplay between the key concepts of the sustainable farming framework (i.e., sustained development, networked rural development, and spatial (im)mobilities) tailor the newcomers’ arrival to the farming sector. Secondly, we define involuntary newcomers, describe their profiles and list the barriers to their engagement with sustainable farming. Thirdly, we advance some implications and limitations of our work for mobility research agendas. Fourthly, we conclude with an overview of the main inputs provided by our paper. We contribute to the literature by showing that: (a) newcomers must be defined beyond land ownership; (b) involuntary newcomers are very diverse, due to trends in spatial (im)mobilities; and (c) there is a high risk of the sustainable farming framework failing to meet its ambitions if it continues to ignore involuntary newcomers (and the barriers they encounter) in sustainable forms of agriculture.