Journal of Food Distribution Research 36(3)44 November 2005 Attitudes of Retailers and Consumers toward the EU Traceability and Labeling System for Beef

The spread of bovine spongiform encephalopathy (BSE) in Europe has induced EU policy makers to implement a mandatory traceability and labeling system in the beef supply chain. This paper analyzes consumer and retailer atti-tudes toward this system. Data used in the study were collected through two surveys of consumers and retailers in the province of Aragón, Spain, in 2002. Consumer and retailer attitudes toward beef traceability are examined to identify main underlying factors. Using these factors, consumers and retailers are segmented into homogenous groups accord-ing to their attitudes toward traceability for beef. Results indicate that both consumers and retailers highly value the positive aspects related to the traceability and labeling system for beef, and they value the possible disadvantages to a lesser extent. The bovine spongiform encephalopathy (BSE) crisis, reinforced by other events such as the out-break of foot and mouth disease, caused a loss of confidence in the safety of meat products, especially beef, by many EU consumers. Consequently, the consumption of beef has declined. To regain con-sumer confidence in beef safety necessary for th