This paper presents a post-market surveillance model for evaluating the potential human health effects of novel foods. It examines the characteristics of current protocols ? substantial equivalence and precautionary principle ? and argues that post-market surveillance complements the former and provides a sensible rationale for the latter. The paper posits that given the direct consumer claims associated with emerging novel foods, a post-market surveillance system may help policy makers maximize the net benefits of these products given desired health status objectives.