European agricultural policy has undergone profound changes during the past decade. The nucleus of this reform has been the transformation of the agricultural and food policy from a producer centred perspective of agriculture to a more market and consumer oriented food chain approach. Such a...

Examines an attempt to specify an approach more consumer‐ than product‐based and, by doing so, aims to discuss models' roles and buyers' needs. Includes research methodology including brand testing and gives results and interpretations using tables to further simplify these. Concludes by...