| Abstract: |
Counterfeit food is a growing problem worldwide, driven in part by the explosion of the digital marketplace. Anyone can set up shop as a ‘legitimate’ salesperson online, offering foodstuffs for sale without much in the way of regulation. Ironically, our desire for healthier food and the rise of the celebrity chef are creating new targets for the fraudsters. Consumers want access to the ingredients featured on television, but do not know where to purchase them locally – so they use online resources to find the items they want. One example is mail-order meat, which is being moved upmarket by companies focusing on provenance and sustainability. |
