As part of the EU Project FoodIntegrity, Newcastle University carried out an in-depth consumer study with Chinese consumers on their attitude to food fraud and food safety following some high profile incidents. The results show that these incidents, which involved fatalities, have resulted in a lack of trust in the authenticity and safety of food produced in China. Many Chinese consumers now have an increased trust in imported foods from Europe and regard them as better quality and safer than their Chinese counterparts, although there are regional variations. However, it gives European food exporters the opportunity to capitalise on these concerns, and also know that Chinese consumers are willing to pay more for those products with indications and safeguards of authenticity.
Read the article summarising the results and the full journal paper.
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