Abstract

This contribution provides a summary of insights about consumer attitudes towards agro-food technologies. Themain factors that shape consumer acceptance or rejection are highlighted from recent review papers and linked with riskperception. 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, inparticular the challenge to find the right balance between informing markets in a transparent way without overloading them with too much information detail.