Healthy eating has been at the forefront of media and medical circles in recent years. Discusses the awareness and response of the food chain (multiple retailers, food companies and farmers) to the healthy eating trends and reports. Retailers were the most aware of healthy eating, and had reacted positively in line with the trends and dietary recommendations. This contrasted with farmers, many of whom were unaware of the dietary messages, and few of whom had responded to them, reflecting the lack of Government support for organic agriculture, and dairy farmers being paid to produce high and not low‐fat milk. When the nature of Government support changes, the food chain will respond more efficiently to consumer demands for healthy eating. Based on research involving 683 farmers, food companies and retailers in the food chain.
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