Understanding the Importance of International Quality Standards Regarding Global Trade in Food and Agricultural Products: Analysis of the German Media

Rapid globalization of the agrifood industry has important impacts on international trade and quality management (QM). Likewise, European Union negotiated a series bilateral free agreements. Of note was Transatlantic Trade Investment Partnership (TTIP) with United States America, where debate focused mutual recognition harmonization standards, especially for agricultural food products. This topic offered mainstream media excellent substances coverage. paper explores German print media, television, radio importance standards in sectors light TTIP. A quantitative qualitative empirical content analysis performed to investigate reporting regarding (a) it is scientific character, (b) use term “quality standards” industry, (c) QM linked TTIP, harmonization. The results showed that interrelations between global were not presented recipients in-depth. trend toward information asymmetries recipient’s knowledge indicated. study addresses recommendations future collaborations policy-makers, further cooperation control procedures within trade.