ABSTRACT
This chapter analyses the nature of quality risk in the supply chain. This research can potentially help practitioners and policymakers to gain a better understanding of the difference between consumers' and managers' perceptions of quality risk in the food supply chain. It collects the data from 279 UK consumers and 140 food industry practitioners to explore their risk perceptions and decision-making regarding the horsemeat scandal. The chapter shows that compared with practitioners, consumers perceive higher risk with regard to food-related risks. It provides a detailed representation of the situation regarding UK food fraud, potentially contributing to the debate among policymakers and practitioners with particular regard to the theme of firms' resilience after a food fraud incident has occurred. The chapter includes investigation and examination of the public response to a potential hazard, activities related to the key stages of Mileti and Fitzpatrick's perception and response model.
