Recently, the British National Office of Animal Health (NOAH) told delegates at their fourth food chain conference 'Working Together to Dispel the Myths of Animal Production', that a recent consumer survey had found misconceptions about animal medicines in the food chain were still widespread. David Evans from supermarket group Morrisons highlighted how his company's short supply chain services I 1.5 million customers a week and enables his company to know what is happening with the farm derived products coming into their 500 or so stores. He highlighted how ethics has a low ranking as a consumer driver of product choice (see Table I). He then went on to explain how public opinion is formed.
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