This paper assesses the responses made by food companies to changes in food
safety legislation. Such responses are assessed in three ways. Firstly, an
assessment is made as to why strategic responses to such legislation might
be different to general strategic behaviour. Secondly a conceptual framewo
rk is presented and an examination of supply chain organisational response
is made. Finally, the paper addresses the question of external marketing re
sponses to food safety legislation The paper concludes that food safety leg
islation is different, and often requires very swift strategic actions to b
e effective. Like other forms of legislation, however, food safety issues c
an also provide incentives and opportunities to well-managed and market-ori
entated firms. (C) 1999 Elsevier Science Ltd. All rights reserved.