According to the 2010 Consumer Food Safety Survey prepared by Deloitte LLP there has been a significant increase in the number of consumers reading country-of-origin labels, list of ingredients and nutritional facts. Consumers are apparently becoming more involved in making value judgment decisions on foods and are accessing websites to gather information on the products they purchase.

In contrast there is a decline in concern over food safety compared to the 2008 survey although the majority of respondents considered that food-related recalls have increased in frequency.

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Consumers believe that manufacturers and food companies are responsible for communicating information on recalls with a lower grade for the U.S. FDA and retailers.