Food fraud and the perceived integrity of European food imports into China

Background/Aims

Persistent incidents of food fraud in China have resulted in low levels of consumer trust in the authenticity and safety of food that is domestically produced. We examined the relationship between the concerns of Chinese consumers regarding food fraud, and the role that demonstrating authenticity may play in relieving those concerns.

Methods

A two-stage mixed method design research design was adopted. First, qualitative research (focus groups n = 7) was conducted in three Chinese cities, Beijing, Guangzhou and Chengdu to explore concerns held by Chinese consumers in relation to food fraud. A subsequent quantitative survey (n = 850) tested hypotheses derived from the qualitative research and theoretical literature regarding the relationship between attitudinal measures (including risk perceptions, social trust, and perceptions of benefit associated with demonstrating authenticity), and behavioral intention to purchase “authentic” European products using structural equation modelling.

Results

Chinese consumers perceive food fraud to be a hazard that represents a food safety risk. Food hazard concern was identified to be geographically influenced. Consumers in Chengdu (tier 2 city) possessed higher levels of hazard concern compared to consumers in Beijing and Guangzhou (tier 1). Structural trust (i.e. trust in actors and the governance of the food supply chain) was not a significant predictor of attitude and intention to purchase authenticated food products. Consumers were shown to have developed ‘risk-relieving’ strategies to compensate for the lack of trust in Chinese food and the dissonance experienced as a consequence of food fraud. Indexical and iconic authenticity cues provided by food manufacturers and regulators were important elements of product evaluations, although geographical differences in their perceived importance were observed.

Conclusions

Targeted communication of authenticity assurance measures, including; regulations; enforcement; product testing; and actions taken by industry may improve Chinese consumer trust in the domestic food supply chain and reduce consumer concerns regarding the food safety risks associated with food fraud. To support product differentiation and retain prestige, European food manufactures operating within the Chinese market should recognise regional disparities in consumer risk perceptions regarding food fraud and the importance of personal risk mitigation strategies adopted by Chinese consumers to support the identification of authentic products.

Critical review of methods for risk ranking of food-related hazards, based on risks for human health

This study aimed to critically review methods for ranking risks related to food safety and dietary hazards on the basis of their anticipated human health impacts. A literature review was performed to identify and characterize methods for risk ranking from the fields of food, environmental science and socio-economic sciences. The review used a predefined search protocol, and covered the bibliographic databases Scopus, CAB Abstracts, Web of Sciences, and PubMed over the period 1993-2013. All references deemed relevant, on the basis of predefined evaluation criteria, were included in the review, and the risk ranking method characterized. The methods were then clustered-based on their characteristics-into eleven method categories. These categories included: risk assessment, comparative risk assessment, risk ratio method, scoring method, cost of illness, health adjusted life years (HALY), multi-criteria decision analysis, risk matrix, flow charts/decision trees, stated preference techniques and expert synthesis. Method categories were described by their characteristics, weaknesses and strengths, data resources, and fields of applications. It was concluded there is no single best method for risk ranking. The method to be used should be selected on the basis of risk manager/assessor requirements, data availability, and the characteristics of the method. Recommendations for future use and application are provided.

STILL FEBRILE - A RARE CAUSE OF JOINT PAIN

A 35-year-old woman presented to our emergency department complaining of arthralgia, rash, fevers, and muscle weakness for the past year. These symptoms initially began as unilateral upper lip swelling, which then progressed to a facial rash and orbital swelling over two weeks with associated fevers, which eventually subsided. The patient then began having fluctuating arthralgia and muscle weakness with associated rash and subjective fevers. She had rheumatologic evaluation several months prior to our encounter at another facility, which failed to reveal an explanation for her symptoms. During this workup, antinuclear antibodies (ANA), rheumatoid factor (RF), and complement levels were normal with elevated erythrocyte sedimentary rate (ESR) and C-reactive protein (CRP). On arrival to our hospital, she complained of symmetric polyarthritis involving the ankles, knees, shoulders, and hands, and proximal upper and lower extremity weakness with difficulty rising from a seated position. On examination she was noted to have an evanescent rash on bilateral extremities and her abdomen. Cardiac exam revealed no murmurs. Laboratory testing was significant for anemia, hyperferritinemia, leukocytosis, with negative RF and ANA. Transaminitis was not present. The patient's fevers resolved and her symptoms improved during hospitalization. She was started on prednisone 60mg daily and discharged with follow up in the rheumatology clinic to initiate therapy with the IL-1 antagonist anakinra.