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  "documentTitle": "The Future of Food Challenges & opportunities",
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  "notes": "Includes specific survey data for Belgian shoppers (4.5 vs 5.1 on a 1-7 scale).",
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      "text": "For Belgian grocery shoppers, sustainability is a consideration but is less important than health.",
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      "text": "There is a nevertheless willingness to pay more for our food, in particular for food that is locally produced and sustainably produced.",
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      "text": "As with the trend of personalised nutrition, awareness and education are key. Increasingly, consumers have a choice about how sustainably their food is produced. More knowledge about this topic will help them make informed decisions.",
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      "text": "Consumers generally don't see themselves as responsible when it comes to sustainable food production and waste management. Yet they have an important role to play through their purchasing habits.",
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      "text": "That said, while shoppers today are ready to pay a premium for healthy foods, they're not yet ready to pay more for sustainable ones. Here, food producers and retailers can help the consumer along on the Future of Food journey.",
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