FLAIR and the European Consumer

The word FLAIR has connotations of dynamism and creativity and is an apt name for a major research programme (1990-1993) of the European Union on food quality, safety and wholesomeness. As consumers 'we eat to live' but many of us also 'live to eat'- we love and relish our food and demand greater diversity and freshness. The food industry has responded to this demand, and in many cases has created it through promotion and advertising. The outcome is an increasing array of highly attractive foods and food products in the supermarket. Consumers have also become increasingly discerning and are concerned about what the food industry 'may have done' to the foods and they need re-assurance that foods are safe, wholesome and nutritious. This article highlights some aspects of the contribution of the FLAIR programme to this assurance.