Perceptions of pork and modern pig breeding among Danish consumers

This project report summarises the results of a focus group survey of Danish consumers. This survey was conducted by the MAPP Centre in connection with the project 'Sustainability in the production of pork with improved nutritional and eating quality using strategic feeding in outdoor production' also known as SUSPORKQUAL. The overall coordination of the project was undertaken by Anders Karlsson from the Danish Institute of Agricultural Sciences and was supported by the European Commission under contract no QLRT 30162. The other participants in the marked-related part of the project were the Univeristy of Uppsala, the University of Bristol and INRA - INRA as the coordinator of this part of the project. The focus groups were held in Danish following a Danish interview guide, but the results are presented in English in this report for the benefit of the project participants and other interested foreign researchers and practitioners. Quotations are not verbatim, neither are they in Danish but have been translated into English to the best of our ability. Similar focus groups were held in Sweden, Great Britain and France by our Swedish, British and French colleagues.