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Livestock services and the poor - A global initiative Collecting, coordinating and sharing experiences

the end consumer as the most important element in the food chain, and to re- construct the single elements of the food production and distribution process from the consumers perspective – in other words to start a reversed food chain thinking. This approach makes it possible to come to a kind of hierarchical analysis of the research issues in three main categories1 : Consumer Science Consumer confidence in food safety has recently dropped to very low levels, as illustrated e.g. by the public debate on genetically modified food and the effects on the market of recent food scandals such as the BSE crisis or the contamination of chicken with dioxin