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Some form of food and fibre certification for landcare farming adoption has never been seriously considered by Australian retailers but the popular program could be designed to embrace most of the features needed to meet consumers credence expectations for foods and natural fibres.

For the large supermarket chains food standards are largely concerned with safety, as well as other ‘credence claims’ relating to ‘organic ’ ‘free range’ or ‘fair trade’. This is how Coles depicted its standards in 2012.