Outlines research investigating the awareness and reactions of the food chain to the healthy eating trends and reports based on questionnaires to 684 farmers, companies and retailers involved in organic, dairy and cereal sectors. Half of the farmers, two‐thirds of the companies, and all the retailers were aware of the dietary trends and reports. A third of the organic farmers, but only 3 per cent of the dairy and cereal farmers respectively had moved in line with the trends. In contrast, all the companies and retailers were stocking healthy foods, nutritionally labelling foods, decreasing additive levels, and formulating healthy eating campaigns and policies. Concludes that Government supports must change to encourage farmers to enter organic production and produce low‐fat milk in accordance with consumer wishes. Finds scope for more Government funded educational initiatives and reports on diet and health.
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