1 Global Trends in Food Quality: An Exploratory Study in Fresh Produce Supply Chains P.J. Batt and J. Noonan Curtin University of Technology Perth, Western Australia Key words: markets, food safety, environment, sustainable production, fair trade Abstract The provision of safe food which protects customers’ integrity and provides consumers with the desired taste is expected to remain the major priority in world food markets in the foreseeable future. While reducing microbial contamination, chemical contaminants and pesticide residues will gain in importance, ethical products and functional foods are the emerging priorities. Food businesses will need to give much greater attention towards minimising water use and pollution, more sustainable production systems, worker welfare and waste management. Recyclable packaging, conservation and biodiversity, food miles and reducing salinity and land degradation are the emerging environmental issues. Country-of-origin is perceived to be the most important indicator of food quality both now and in the foreseeable future. Identifying which food preservatives, food colourings and flavour enhancing compounds have been used in the food will continue to grow in importance as consumers move towards more natural, unadulterated food products. Identifying the presence of potential allergens is critically important for the growing number of susceptible consumers. The food energy content and the use of sugar and artificial sweeteners are the emerging issues, with the presence of genetically modified organisms and eco-labelling poised to become more prominent in the long-term. INTRODUCTION Food safety concerns and the growing desire for sustainable production practices are prompting consumers to take a greater interest in the holistic characteristics of the food that they purchase. Environmental values are becoming increasingly aligned with a greater suspicion of industrial food processes and the desire to support sustainable farming practices. Consumers are becoming more interested in the non-price attributes of food and increasingly aware of such issues as water pollution, salinity and soil degradation (Batt et al. 2006). Functional foods and the rising levels of organic food sales are thought to reflect the increasing awareness of the long-term impact of food on the consumers’ wellbeing and health. In order to differentiate their product offer in the market, triple bottom line reporting, which provides an assessment of the economic, environmental and social impacts of production, is now becoming mandatory. Furthermore, in order to protect their reputation and image, most European and North American retailers and food manufacturers have now instigated stringent quality assurance programs which emphasise the need for better management and greater transparency of food quality and safety through the value chain. For food producers, processors and manufacturers, these shifts in consumer demand invariably require a major investment in order to secure and retain their customer