Laurence Henning

• The present study deals with the topic of "Chances and Risks which come along with the use of seals of approval in the food industry from the view of companies regarding the perception of the consumer”. The focus of interest is on possible advantages and disadvantages that can arise from the use of labels on food products. This question is discussed on the basis of a literature-based analysis and a quantitative survey. The author comes to the conclusion that neither the risks nor the opportunities are superior. The greatest opportunity is the increased interest of consumers in the origin of products and their production process. The greatest risk, however, consists of the flood of information that can develop when exercising the opportunities. As a result, the companies find themselves caught between the two possibilities and have to weigh possible opportunities and risks for themselves and their target group.