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This study aims to examine the installation of a garden at an elementary school. Bringing in elements of healthy eating choices, the local food movement and social marketing implications for all stakeholders, this study examines the genesis and launch of the garden and related activities. It reviews initial results, again with an eye to different stakeholder groups.

The case study methodology was applied.

The case study method provides some depth of detail to a unique and specific circumstance. As such it allows bringing together so many streams of the literature in a social marketing context and illuminates how and why such an installation works (and does not work).

This analysis focuses on a specific example, in a specific location and at a specific time. While potentially extendable, any such attempt should be made with care.

Social marketing installations are hard. This example demonstrates how even the best-intentioned program, with almost universal agreement on its positive aspects, can be difficult to execute.

This case illustrates full range of social marketing concepts applied to an initiative but is particularly illustrative of the potential and importance of including all stakeholders in co-creation while fully understanding their context, perceived benefits and perceived costs/barriers.

This study uniquely brings together several strains of theory (food literacy, health eating choices by children, institutional food services and local food) and applies them separately and together in a single application.

Purpose – This chapter examines the literature on the dangers of methylmercury exposure and the 2004 Food and Drug Administration/Environmental Protection Agency (FDA/EPA) Advisory on fish consumption. It analyzes the extent to which particular groups of people living in the United States are vulnerable to toxic food consumption and the extent to which the advisories put them at risk.

Design/methodology/approach – The authors conducted a review of the literature related to methylmercury. In addition, they used archival information from government documents. They also analyzed the fish advisories and educational information posted on websites of each state's Women, Infants, and Children (WIC) program.

Findings – Methylmercury is a potent neurotoxin that can seriously affect fetal brain growth and development. Although the federal government promotes canned tuna as an inexpensive, beneficial protein source, recent reports indicate that a large proportion of America's favorite fish contains unsafe levels of methylmercury. Populations at risk for overconsumption include minorities and low-income groups, particularly recipients of federal subsidies such as WIC.

Practical implications – The FDA uses a “nuanced” message to offer consumers information about both the risks and benefits of eating fish. However, the advisory is not widely distributed and information on mercury levels in fish is not available at the point of sale. Minority populations are less likely to be aware of fish advisories and to change consumption habits. Thus, the target population remains largely uninformed and possibly misled about the risks and benefits of eating canned tuna.

Social implications – Based on new data, the federal government should recognize mercury as a hazard, update its consumption guidelines, and better monitor the mercury content in canned tuna. Outreach and educational programs should target minority and at-risk groups. The authors recommend an alternative precautionary approach in dealing with the health threats posed by methylmercury in tuna fish.

After considering the transformation of organised crime since the 1960s, the paper summarises the political and economic conditions in the Soviet Union which encouraged the spread of organised crime. It then considers the example provided by the development of the ‘black economy’ in Hungary, the current position of organised crime in the Russian Federation and the comparative ineffectiveness of countermeasures against financial crime in central Europe. The paper concludes that, especially in the light of UK legislation and the EC Directive on money laundering, UK‐based companies and financial institutions need to exercise the utmost vigilance in their transaction recording and reporting.