Table of Contents

Regulation, Governance and Narrative Strategies of Food Traceability.- Ethical Traceability and Informed Food Choice.- The European Union and the Regulation of Food Traceability: From Risk Management to Informed Choice?.- Governing and Governance in the Agri-Food Sector and Traceability.- Narrative Strategies in Food Advertising.- Ethical Traceability in Three Food Supply Chains: Case Studies of Danish Bacon, UK Wheat-Bread and Greek Olive Oil.- Ethical Traceability in the Bacon Supply Chain.- Ethical Traceability in the UK Wheat-Flour-Bread Chain.- Traceability and Ethical Traceability in the Greek Olive Oil Chain.- Ethical Traceability and its Philosophical Implications for Civil Society, Market, State and Democracy.- Challenges of Ethical Traceability to the Public-Private Divide.- Traceability of Animal Welfare: Market or State, Good or Right?.- Consumer Rights to Food Ethical Traceability.- Ethical Traceability and Ethical Room for Manoeuvre.- Interpreting Traceability: Improving the Democratic Quality of Traceability.- Conclusions and Outlook.- Communicating Ethical Traceability.- Conclusions and Policy Options.