This is the message I am getting from large retailers who, in response to their customers demands, are increasingly insistent on reassurance from suppliers that their produce has been produced in accordance with acceptable standards. Again, Ireland can profit from its less intensive systems to take advantage of this trend. Nutrition is another area where the market is liable to change. At present, the preoccupation is with safety. As long as a food is safe, not too many questions are asked about its quality and especially its nutritional value.
Nutrition is a delicate area.
But, equally we know that nutrition has huge implications for our health. I am convinced that a middle way can be found which can reconcile these contrasts. There are clear market opportunities in finding this middle way. The perception of consumers of farming interests is another key area. Far too often, farmers and the food industry are poorly perceived by the general public.