Consumer attitudes and communication challenges for agro-food technologies

This contribution provides a summary of insights about consumer attitudes towards agro-food technologies. The main factors that shape consumer acceptance or rejection are highlighted from recent review papers and linked with risk perception. Evidence from beef processing technologies confirms that the presence of a bioactive component or safety-enhancing benefit associated with the technology fuels consumer concern. Communication challenges are discussed, in particular the challenge to find the right balance between informing markets in a transparent way without overloading them with too much information detail