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Forests too thick with fuels that are too continuously spread to resist fire are common throughout the west. After a century or more of actively working to suppress fire across the landscape, we now recognize that fire is a part of our forests, shrublands, and range, and that it will come whether we wish it or not. At last, managers must realize forests cannot be fire-proofed (DellaSala, Williams, Williams, & Franklin, 2004). We must work with fire rather than against it.

The aim of this article is to consolidate the theory relating to longitudinal attitude surveys, and supplement it with knowledge gained from the execution of an annual attitude survey of consumers.

First, the article presents a distillation of current knowledge concerning longitudinal research; attitudes and behaviour; measurement of attitudes; and conduct of attitude surveys. Following that, a case study is carried out to survey consumer attitudes. This survey, which is intended to predict future behaviour and monitor changes in consumers' attitudes in response to socio‐political and economic changes in the food and agricultural market environment, is then discussed.

The findings of a series of annual surveys of consumers' attitudes first conducted in 1997 and continued annually to 2004 include: British farmers are viewed as “good food producers”; farms are businesses, which whilst forming the financial backbone of the rural community are at present members of a struggling industry; and there is agreement that the Government does not care for the countryside.

The survey on which the findings and the best practices are based upon relates to the consumers' attitudes in response to changes in the food and agricultural market environment. Further research would be required to verify the findings in respect of other market sections.

The article presents a checklist of eight good practices relating to the conduct of longitudinal attitude survey work.

Attitude surveys are a popular means of gathering market research data. Much has been written about attitudes and the conduct of ad hoc attitude surveys. However, much less has been published concerning longitudinal attitude surveys. The study reports empirical findings in an important context, that is: changes in consumers' attitudes in response to changes in the food and agricultural market environment.

In recent years, quality assurance schemes have grown considerably in number and scope. Several useful benefits have been claimed for them including their value as marketing advantages. However, there appears to be a paucity of published research to support this claim. This paper, therefore, seeks to substantiate the claim that quality assurance schemes represent useful marketing advantages as well as determining the magnitude of the advantage. The study is based on conjoint analysis as it is argued that this is a more realistic and therefore, appropriate research technique than the direct elicitation approach embodied in simply asking consumers for their opinions concerning quality assurance schemes. The paper concludes that quality assurance is an influence on the consumer decision process for mince beef and in addition provides an indication as to its relative importance. It also speculates on the implications for quality assurance schemes in general.

The purpose of this review is to summarize the available literature on the effect of vitamin and mineral supplements, especially in doses exceeding recommended daily allowances.

A comprehensive search and analysis of original, peer‐reviewed literature on supplementation studies was conducted.

High doses of vitamins and minerals can be harmful instead of beneficial. Supplementation of vitamins and minerals, in general, may be most beneficial, and perhaps only beneficial, to individuals with a nutrient‐deficient diet. Consumers thus need to be weary of the safety and efficacy of their supplements. While vitamins and minerals are vital to life, the optimal doses of each required nutrient are currently not known.

Lack of standardization between studies makes it difficult to compare the results from different studies.Practical implications – Based on this review, a recommendation can be made to avoid high dose supplements and obtain vitamins from foods to the greatest extent possible.Originality/value – This review is unique in its comprehensive nature that allows the identification of common underlying problems with the supplementation of different groups of vitamins.

Notes that ranges of intake for vitamin E have been established by the USA, Germany and the WHO but not yet by the UK. Evidence continues to mount regarding the role of reactive oxygen species in the pathogenesis of various degenerative conditions and chronic disease. As a result, the primary lipophilic antioxidant in the body, vitamin E, is attracting increasing attention. In particular, the dietary intake of vitamin E is under scrutiny. Suggests the time is rapidly approaching to take note of findings indicating benefits of high blood vitamin E levels and to set a DRV for vitamin E in the UK, which will help reduce the risk against chronic diseases such as cancer.