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The quality-conscious consumer wants good food at a reasonable price - if possible all year round. Once the food chain partnership message has reached the mum at the fruit and veg counter, she can be sure the food she is buying is safe, and not just nicely priced. Because all the players in the food chain partnership are doing their best to ensure high quality and day-to-day availability of produce she wants to buy at any time of the year. The application of best-practice expertise and quality standards in food chain partnership means satisfied mums at fruit and veg counters all over the targeted country. Overall that means benefits for all the food chain partnership players.