Abstract
The retailer sees his customers' perception of meat as an affordable, enjoyable and healthy part of a healthy modern lifestyle, The customer has some doubts about the ethics of meat eating but these are apt to be capricious. Customers are price sensitive but increasingly value-aware, even if somewhat confused by the wide choices available. They require a constant reassurance of product value: they are very open to hearing advice but not so ready to act on it. Consumers do not want to be surprised by great changes in the goods available and expect to be updated on new products. Most customers are well able to make self-satisfying choices if given the necessary information on which choice is based. That Information concerns value, health, use — and now source and methods of production. To ignore this will be contrary to the best interests of customers and those that serve them.
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