The driving purpose of this study was to gauge public reaction to the mad cow/BSE outbreak in Canada in late 2003 and then in the US in early 2004, and other concerns for food safety. To gauge public concern over time, this study uses the findings from two online surveys: one in January 2004 and another in April 2005. What we found is that public concern for the safety of food remains high and is a growing trend. Morever, consumers view food safety, not only related to a specific outbreak, but as encompassing all facets of getting food from the ground to the table including proper harvesting, handling, storing, packaging, washing, and preparation. In the minds of consumers "food safety" denotes food that is "free of" or "clean" of contaminants, bacteria, or additives that can make one sick. To some consumers, this includes foods that are fresh and organic. | 