I'd say U.S. consumers are a bit less discriminating than their European counterparts, but then it might take a scare like Mad Cow Disease to wake them up. Hopefully, we might be prepared for such an eventuality. While Country of Origin Labels (COOLS) appear to be the norm in Europe, suggesting that consumers there want to know where their food is coming from, as usual consumers here have to wait while political groups thrash it out. One thing, for sure, I wouldn't want profit-minded Wal-Mart running the show.