Samenvatting

The demand for a more transparent way of producing food is a global trend. Consumers are concerned about the way their food is produced. The food scandals of the last decades were not helpful in creating a transparent way of producing food and trustability towards the food sector was compromised. Many different projects were started to increase the trustability of the food sector. The European Union created a law and labelling system: Regulation (EU) No. 1151/2012 serves the producer, but also the consumer. It makes sure that one can trust that 'what he sees is what he gets.' In this law, there is no room for counterfeiting, and it makes sure that the product is from the region from which it claims to be. This is called Geographical Indication. It uses the geographical name of an area and combines it with a product or produce to legally claim the specific traits in the product of the specific area. This is very popular in countries like Italy and France. However, in the Netherlands the awareness of these labels is rather low. This report is focused on the attitude and motives of Dutch consumers towards Geographical Indications.