Today's US milk supply is the safest it has been in history, yet consumers have concerns ai;>out the quality and safety of the food products they purc~ase. News of food recalls based on the presence of potentially harmful bacteria or other disease-causing agents and contaminants raise fear in consumers and lower the confidence in our nation's food supply. While food safety may be at an all time high, the perception of many consumers is that there is genuine risk in consuming many of the products marketed at grocery stores. This perception can play a role in consumers' increased consumption of foods labeled as "organic" or "naturally produced," foods purchased directly from the farm, or from farmers markets.