Responding to consumer expectations and perceptions

With the rate of global population growth, the long term outlook for the agri-food sector is very optimistic with huge opportunities in the emerging markets set to increase the global demand for meat. However, consumer perception of how their food is produced is crucial if the image, or the reality, of wholesome, natural, environmentally friendly, sustainable output is to be maintained. By Dr Patrick G. Wall, Professor of Public Health, University College Dublin Improved genetics is creating