Food manufacturers need to boost supply chain traceability to satisfy the public's food safety concerns, says a TN Sofres survey.
The research, for software provider Intentia, revealed 83% of consumers thought it essential for supermarkets to provide them with more detailed information, with 62% of consumers interviewed willing to pay more for produce with a detailed history.
The results also found the public was now more willing to complain about the quality of food, with 55% saying they would return food products if they were dissatisfied.
Intentia food and beverage industry director John Gledhill said:"It's imperative that suppliers can demonstrate they are accountable. And they must be ready for new EU food laws and traceability regulations which come into effect on January 1 2005."

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