Smith, Kerry V.2017-05-222017-05-222001https://hdl.handle.net/1813/49932Consumers want complete protection and not complex trade-offs. It is fruitless to tell them that they can reduce their marginal risk by a defined amount by taking certain actions or precautions. They do not want to hear it. Honest, full disclosure is central to building trust, which can be very difficult to earn, and very quickly lost. Perceived irreversible choices—and the key issue is irreversibility—are central when concerns are serious.en-USAttribution-NonCommercial-NoDerivatives 4.0 InternationalAgricultural biotechnologygenetic engineeringgenetically modified foodsconsumerproducerfood industryscience communicationrisk managementglobalizationintellectual propertyanimal biotechnologybook chapter