Country of Origin – Why provenance matters

Country of Origin - Why provenance matters

As consumers are becoming increasingly choosy about the provenance of various foodstuffs, country of origin labeling can have a considerable influence on their perceptions and purchasing decisions. For the growing number of shoppers who believe it’s important to know where our food comes from to make an informed choice, where for ethnocentric or ethical reasons, country of origin is among extrinsic “quality cues” they use to evaluate a product.

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