The effect of the organic production (OP) system on the qualitative characteristics and consumer perception of poultry meat is reviewed in the following paper. Age at slaughtering, genetic strains (fast- and slow-growing), physical activity, and pasture intake are key factors in determining meat quality. In conventional farming, fast-growing chicks are generally used, but these are not suitable for OP, since they may develop health and welfare problems, the most recurrent of which are leg disorders and lameness. Conversely, use of slow-growing strains in OP has positive repercussions on both animal welfare and product qualitative characteristics (eating quality and appearance) perceived by consumers. From the published data it can be concluded that organic poultry can be a viable production method, especially if suitable changes in EU Regulation. 1804/99 are made. The market opportunity for both organic and free range poultry products does not yet seem to be fully developed. We suggest that structured integration between production and consumption stages could resolve this problem.

Purpose: Business malpractice in supply chains raises the food safety risks for downstream buyers, including consumers. This paper aims to analyse the multiplicity of behavioural factors influencing producers' motivation to break the food safety norms intentionally.Design/methodology/approach: The paper reviews existing disciplinary approaches for the analysis of behavioural risks. Based on this review, an analytical framework is developed which provides a base for an interdisciplinary institutional analysis of behavioural risks in food chains.Findings: The reviewed approaches on behavioural risk share the view that deviance is the result of multi‐goal and (potentially) opportunistic decision making of bounded rational individuals. The analytical framework presented in this paper integrates these approaches.Research limitations/implications: The analytical framework provides a rough categorisation of behavioural drivers. It neither details the context‐dependent subcomponents that determine the utility outcome within each category nor the methods that should be used to analyse them.Originality/value: A behavioural economic analysis based on the framework means opening up the black box of the regulatees' action situation by incorporating the subjectively perceived material incentives in addition to immaterial motivations such as reputation effects, social norms and community pressure into the analysis. Based on an understanding of producers' motivation, proper institutional solutions can be implemented to enhance producers' compliance with food safety norms.