Ethical Traceability and Communicating Food

Abbreviations List of tables and figures Contributors Editors' Preface Foreword Ethical Traceability and Informed Food Choice Introduction;The Emergence of traceability in the food chain;Traceability in contemporary food chains;Ethics, traceability and food;Consumers' ethical concerns;Informed food choice;The plan of the book;References. PART I Regulation, governance and narrative strategies of food traceability The European Union and the regulation of food traceability: from risk management to informed choice? EU governance and its review;U regulation of traceability;The reform of food safety regulation and food law in the EU: risk management and traceability as control;Food traceability as a relational tool for information, communication and participation;References. Governing and governance in the agri-food sector and traceability From governing to governance;Agri-food governance: the interaction of public and private forms Multi-level governance of food and agriculture;The international governance of agri-food traceability;Conclusion: the governance contexts for realizing ethical traceability;References. Narrative strategies in food advertising Introduction;Four possible narrative strategies of food advertising;Empirical research into narrative strategies used in Italian and Spanishjournals;Narratives and advertising strategies;Implications of advertising strategies for ethical traceability;Conclusion;References. PART II Ethical Traceability in three food supply chains: case studies of Danish bacon, UK wheat-bread and Greek olive oil Ethical traceability in the bacon supply chain Introduction;The Danish pork chain;Danish bacon;Ethical concerns in the pork sector;Traceability and ethical traceability in the chain;Stakeholders' and consumers' response to ethical concerns;Communication in the chain;Discussion of findings;References. Ethical traceability in the UK wheat-flour-bread chain Introduction;Wheat into bread: overview of a mature, complex supply