33 THE ROLE OF TRUST IN THE FOOD SUPPLY CHAIN Vaska Pejić University of Maribor Faculty of Logistics Mariborska cesta 7, 3000 Celje, Slovenia Phone: + 386 3 4285 325 E-mail: vaska.pejic@fl.uni-mb.si Irena Gorenak, Ph.D. University of Maribor Faculty of Logistics Mariborska cesta 7, 3000 Celje, Slovenia Phone: + 386 3 4285 325 E-mail: irena.gorenal@fl.uni-mb.si Sara Orthaber, M.Sc. University of Maribor Faculty of Logistics Mariborska cesta 7, 3000 Celje, Slovenia Phone: + 386 3 4285 325 E-mail: sara.orthaber@uni-mb.si Abstract Dimensions of supply chain relationships such as trust, commitment, co-operation, communication and adaptation play a vital role for a successful and efficient flow of products and/or services. As recent scandals in the field of food industry have shown, this phenomenon has not received enough attention. Namely, studies of supply chain relationships have primarily focused on relationship processes as such, but have failed to acknowledge their impact on all relevant parties or the overall reputation. Hence, in light of relevant studies the present paper aims to identify and discuss problems in relationships between different parties in food supply chain in Slovenia, from the consumers’ viewpoint. More specifically, the objective is to examine the role of trust as seen in Slovene consumers’ reactions to food scandals in Slovenia (and Europe) covered by different media. The findings indicate that consumers not only mistrust the institutions responsible for food safety and quality assurance, but also the claims on products. Keywor ds: food supply chain, trust, food industry, consumers. 1. INTRODUCTION The new food economy is characterized with greater concentration of farms into smaller number with large sizes, increased emergence of contract farming, and the evolution of integrated supply chains linking producers and consumers. Such developments bring about new characteristics, which create new challenges for sustainable production and