Abstract Data that capture the impact of unsafe food in Mexico and Colombia are not readily available, yet are vital for well‐informed decisions to be taken towards reducing the problem. Using hierarchical cluster analyses, analysis of variance ( ANOVA ) and chi‐square tests, we analyzed 460 responses from small producers, retailers and consumers about food concerns and willingness to produce, sell or buy health‐certified food in these two countries. Food that is free of virus and bacteria was of concern to all respondents, and a small percentage reported suffering from food‐related illness. There has been investment in food‐safety certification, but the impact of this remains unknown. Producers and restaurants are far more interested in obtaining certification than are retailers. Consumers are willing to buy certified food even if it is expensive. This could provide an incentive to invest in food safety and spread its benefits.