Risk reduction: an insight from the UK poultry industry

What is it about?

Consumer perception of a harmful and hazardous food risk and the strategies to reduce the exposure to such a risk are examined. The findings seem to support the quality assurance scheme, useful information, brand, or product origin, which are the important risk reducing strategies of microbiological risk.

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Why is it important?

Being a pilot study, this framework should be tested by using a product with which the risk is perceived to be beyond the control of consumers.