New research from IGD reveals consumers remain relatively apathetic when it comes to finding out more about where their food comes from, despite reports they are increasingly preoccupied with food safety issues. Only 11% of consumers questioned by IGD for its Consumer Watch survey said they were concerned enough to seek more information about food production issues. Anna Dawson, who heads IGD's Consumer Unit said: "The research found that while consumers think their understanding of food production has improved, their understanding is still relatively low, with many consumers holding inaccurate and often unnecessarily negative beliefs. "Given their relative lack of active interest in improving knowledge, the challenge for industry, if it wants to address these misperceptions, is in providing information in a format that grabs consumers' attention, which is relevant to them, and which helps them make decisions about issues important to them." {{NEWS }}