ABSTRACT
This chapter focuses on how Norwegian consumers regard Norwegian food production in relation to foreign food production, and how trust is created or constructed in the area of food. It is concerned with how trust is constructed in this arena. Trust in the Norwegian products and the Norwegian manner of production appeared to be high. The chapter discusses the importance of trust and the construction of trust in a larger setting around the market. In such a setting, the market for organic products is of special interest. The chapter uses the same manner of thought to speculate in connection with the chances that organically produced meat may have in the Norwegian market. The combination of the consumer's inclusion of the size of the loss in his evaluation of risk and the fact that the consumer will often lack information about the 'real' risk means that the risk will often be socially constructed.
