A related force reshaping supply chains in the food and beverage industry is consumers' increasing demand for visibility into the provenance of their food. Produce and seafood have been labeled to indicate origin for a few years now. The current "locavore" trend--which emphasizes eating locally grown food--stems in part from consumers' beliefs that food grown and consumed nearby is less likely to become contaminated. Here, supply chains are shedding links to help allay consumer fears.
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