Market players want to start promoting products that contain less antibiotics or no antibiotics at all. It is difficult to determine in what way this should happen.
When speaking of products containing ‘less or no antibiotics’, consumers wonder if the other products were never good and healthy. To distinct a product on food safety is a challenge. The goal of this project is to explore the opportunities for the positioning of these products. An intended result of this project is a reduced use of antibiotics.