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2. Whose Reality?

A response to the ISFA/Roche market study for salmon.

June, 2000.

Contents.

i. Introduction. : Background and Objectives. : Coverage.

ii. Methodology.

iii. The Mythologies behind the consumption of salmon.

iv. The situation/function of demand consumption for salmon.

v. The situation/function analysis continued. : Retailer attitudes : Conclusion.