Fresh Meat Consumption and Food Safety: Behavior of Belgium Consumers

Recent food safety issues have dramatically changed the meat scene throughout Europe. Consumer reactions are seen as the paramount driving force to change. This paper presents insights in consumer decision-making toward fresh meat and pork consumption in Belgium. It also sets forth implications and recommendations for future pork production given the increasingly stringent safety-related demand conditions. The paper summarizes findings from empirical research executed during the period 1996-2001 in Belgium. The contribution covers the issues of meat consumption, consumer perception or attitude, impact of communication and potential of labeling and traceability. Supplying correct products accompanied by reliable and effective communication emerges more than ever before as the key to future success.