The horse meat scandal is rumored in Europe. It was found horse DNA in beef products in 16 European countries. The cheap horse meat was mixed in several of beef products in the complex supply chain. The scandal has beaten the consumers’ confidence to the meat industry. The video reported that more customers are preferred to buy the burger from the traditional artisan butchers.

It is customer’s preference to choose what to eat and what not to eat. However, mixing horse meat into beef and labeled as beef has cheated customers. Customers have not been valued at this case. The relationship among meat suppliers, meat producers and customers cracked. Because of the scandal, the credit of food safety in Europe has been beaten and it will take a long time to rebuild consumers’ confidence. Since the scandal has involved the whole supply chain of meat production, it is not only the issue of specifics producers, but the government of the Europe. Ranges of steps have to be pledged to strengthened customers confidence of meat production and food processing industries.

On the other hand, those producers who aim to provide the best quality of product have won the attention from customers after this scandal. Since these producers have treasured customers value, they have won advantages from other producers.

Reference:

http://www.guardian.co.uk/uk/2013/feb/23/horsemeat-scandal-francois-hollande

http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9890008/Horse-meat-crisis-prompts-retailers-group-to-review-food-safety-scrutiny.html

http://www.cnn.com/2013/02/23/world/europe/france-horse-meat-probe/index.html