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Introduction During the last decade, concerns about quality and safety in agri-food supply chains have been raised. Several sector-wide crises, such as the BSE and the dioxin crises, classical swine fever and foot-and-mouth disease and Aviaire Influenza have fuelled these concerns. These concerns may not only be limited to safety and quality issues, but also important ethical concerns are raised, for example, concerning preventive slaughtering of animals. Due to all this attention, consumers have become more critical regarding the food products they buy.
