As someone who has represented members of the food and beverage industry for over 30 years, I have always been able to proudly proclaim that the United States food supply is the safest in the world. I can still make that claim; but consumers are not quite as willing to accept it as they did earlier in my career. The survey discussed in this article references concerns about things like pesticides, antibiotics and additives in food that I doubt would have been on most people's radar decades ago. Heightened consumer awareness (and corresponding concern) over how their food is grown, processed, and prepared continues to be a leading industry trend.