My research is focused on food safety in the food value chain and the possibilities of developing a transparent traceability system. I am part of a multi-disciplinary research project called “Traceability: A Way to Achieve Transparency”. This research project includes consumer, food technology, packaging and logistic aspects of the traceability system. My contribution to the overall project is in the area of the consumers' perception of food safety and how a traceability system needs to be established to gain consumer trust. I have a marketing background in the food industry with experience in export, product development and marketing communication. I intend to combine this industrial experience with scientific methods to understand the driving forces behind consumer behaviour and the impact of systems developed by the food value chain.