The relationship between the media, the food industry and the consumer is probably at its lowest point as we start the new millennium. The frequency of food scares appears to be increasing and news reports sometimes seem both sensational and polarised. High profile issues like the development of bovine spongiform encephalopathy in the UK and the dioxin contamination of poultry products in Belgium have undermined consumer confidence in the food industry. The recent genetically modified foods' debate has served to demonstrate the gulf that has grown between the food industry, food safety experts and the public. This is a rift that has been exploited by environmental pressure groups and fuelled by the media.