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CU2013 EOI68 Peter Batt.Docx

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Results suggest that multigrain and wholegrain breads are increasing in popularity as consumers seek more healthy and nutritious food... While taste and texture and value for money are the major criteria consumers use in making their decision to purchase bread in a retail store, interest in fair trade and sustainability is important to a significant number of consumers... The majority of consumers (86%) indicate that they may be willing to pay up to 10% more to purchase bread that has been derived from wheat that has been grown in a more sustainable manner...
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