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Food safety fears fuel traceability options

Amidst an environment where outbreaks of food-related illnesses seem to be making headlines with increasing regularity, and one in which consumers’ trust in government and other institutions continues to plunge as the result of a shaken economy, food safety concerns are at an all-time high.

'SAFETY SEAL'. The Just Bare chicken pack encourages transparency, with an on-pack three-digit Family Farm Code enabling the con
'SAFETY SEAL'. The Just Bare chicken pack encourages transparency, with an on-pack three-digit Family Farm Code enabling the con

Reports Mintel, in a follow-up report to its to its “2009 Global Consumer Trends” study, “Six in 10 Americans worry about food safety.”

A November 2008 national food safety and labeling poll conducted by Consumer Reports showed that almost half (48%) of the1,001 consumers interviewed said their confidence in the safety of the nation’s food supply had diminished.

In response to these increased concerns around food safety, a number of food companies have implemented on-pack traceability measures. These programs are designed not only to allow consumers to quickly and easily identify the origin of a packaged product in the event of a recall, but also to create a sense of connection between the consumer and food producer.

Since last December, Just Bare, a premium brand of fresh, all-natural chicken packaged in a recyclable, transparent tray from St. Cloud, MN-based Gold’n Plump Poultry, has carried on its packaging a Family Farm Code. By entering a three-digit code on justbarechicken.com, consumers can learn the location of the family farm where their chicken was raised. Just Bare is sold at most SuperTarget stores nationwide, as well as at Hy-Vee and other regional grocery chains.

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