Trust building in livestock farmers

What is it about?

Increased incidents of food poisoning in recent years have greatly shaken consumer confidence in food. Livestock farmers are among the least trusted parties in the food supply chain. This paper attempts to explore the process on how trust is developed. Empirical results showed that trustful information, care for consumers, honesty and fairness to consumers are important to building trust during the period of food safety

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Why is it important?

Suggestions for future research together with implications for livestock farmers are given.