If timing is everything, then the internet and the food industry are a match made in heaven. Never before have consumers been more interested in what they eat. They want to know where ingredients come from, how they are processed and what might be the likely outcomes of eating certain types of food over a long period. Every aspect of the food chain, from field to table, is under scrutiny. The best way for producers and retailers to ensure the future of the industry is to come clean. And the easiest, most generous, safest and fastest way to do this is to launch as much information as possible into cyberspace. This briefing looks at all the key issues in the b2b and b2c sectors.