Centre for Rural Economy



Providing assurances to consumer and other stakeholders about the safety, authenticity and quality of European food is of prime importance in adding value to the European Agri-food economy.

The integrity of European foods is constantly under threat from fraudulently labelled imitations that seek to exploit that added value. The FOODINTEGRITY project will directly address this issue and will be an international focal point for harmonisation and exploitation of research and technology for insuring the integrity of European food.

The objective of WP7 ‘Consumer Awareness’ is to investigate consumers attitudes and perceptions on foo authenticity and traceability of a few selected products coming from Europe (Infant formula milk, Scotch whisky and olive oil) and formulate recommendations to European companies which export food products regarding authenticity and traceability.

The case study for this WP is the Chinese market and the Chinese consumer. Specifically the WP aims to;

Contact: Professor Lynn Frewer: 0191 208 8272, lynn.frewer@ncl.ac.uk

Homepage: https://secure.fera.defra.gov.uk/foodintegrity/index.cfm