10 February 1996
Journal of Food Distribution Research
sors, retailers, public officials, opinion leaders
and educators. Much of the responsibility for
educating consumers about biotechnology will
rest with a variety of leaders from different or-
ganizations and interest groups. It will, therefore,
be important to understand the attitudes and
knowledge of these leaders, as well as their will-
ingness and ability to educate consumers about
biotechnology.
Biotechnology has a number of important
implications for the entire food production and
distribution system. The benefits will be signifi-
cant. These include new value-added products
that are high quality, less expensive, and widely
available. All indications are that consumers will
react to these products just as they do to any other
food. The products will be a success if they taste
good, are perceived to be safe, and are reasonable
in price.
From the standpoint of consumer acceptance,
the future for crops developed through biotech-
nology looks bright. However, government, uni-
versities, and industry need to work in partnership
to provide opportunities for consumers and opin-
ion leaders to Ieam more about biotechnology.
Consumers mainly want someone they trust to
assure them that regulations and testing proce-
dures will ensure that our food supplies remain
safe, nutritious, available, and affordable. It will
be critical that scientists in the public and private
sector maintain an atmosphere of openness about
what they are doing with biotechnology and why
it is important to consumers and the environment.
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