Consumers alter shopping habits based on food safety concerns and express confidence in the idea of labeling products with evidence of independent food safety certification.

Houston. February 17, 2010 -- A study being conducted by Michigan State
University (MSU) on behalf of DNV finds that US consumers are highly aware of
food safety issues and they have high recognition of third party certification
as an effective signal of food safety assurance. The consumers strongly prefer
to see products labeled as safety certified.

"Consumers are not only aware of food safety issues they are actually changing
their shopping habits due to food safety concerns," says Dr. Chris Peterson,
director of the Product Center at MSU. "Nearly half of the consumers we
surveyed indicated a change in shopping patterns."

These and other findings are the results of over 400 consumers surveyed across
the country representing a wide variety of demographics, education and income
levels. Under the guidance of the MSU team, the surveys were conducted online
by an independent research firm.

"We are conducting a two-phase study with MSU," says Kathy Wybourn, director
of food safety solutions forDNV. "This first phase reflects consumer perceptions
of food safety and third party food safety certification. We are moving into
phase two where we'll be interviewing various food industry professionals to get
their pulse on the business processes and various auditing schemes that relate
to food safety."

In addition to indicating a high sensitivity to food safety issues, US consumers
say they want to see evidence on product labels that the food they are buying has
passed some kind of independent safety certification process. Moreover, slightly
more than one third of consumers indicate a willingness to pay a premium,
upwards of 30 percent more.

"It is interesting and important to note that higher price alone is not a direct
signal of safer food," says Dr.Peterson. "Even brand name recognition is not the
most powerful indicator of safety. Voluntary third party certification compares
favorably with mandatory government inspection and slightly ahead of traceability
labeling in the mind of the consumer. In fact, most consumers would advise the
food industry to invest proportionately more in certification programs than in
government inspection or traceability."

Phase two of the food safety and safety certification research study is expected
to be completed in mid April with findings available shortly thereafter.

"All the efforts of the food industry are, ultimately, focused on the consumer
and in the case of food safety we need to understand how the consumer evaluates
safety signals and where they place their trust," says Ms. Wybourn." A certification
label has strong positive meaning to the consumer in regard to food safety, and
that conclusion itself is a signal to everyone involved in the food supply chain,
be it growers or manufacturers or retailers, to intensify efforts to adopt clear
and meaningful independent safety certification."

Date: 18 February 2010