As consumers, we have several expectations of the food supply, including that it be nutritious, wholesome, pure, and “safe.” We also expect that it be plentiful, offer wide choices, and be a reasonable value. In recent years consumers have placed increased emphasis on food safety and expect that foods not contribute to chronic diseases such as cancer or heart disease. In fact, recent scientific evidence suggests that some types of diet can help prevent chronic diseases. The potential adverse environmental impact of agriculture and, in some cases, concerns for animal welfare are also current consumer issues.

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