Voluntary food certification systems have emerged as a prominent mechanism of food governance in recent years. However, critics have exposed certifications' inability to secure independence, quality, consumer trust, and costs. Recent criticism is even more pointed in that some theorists have critiqued "alternative" systems such as Fair…

This paper uses evidence from focus groups with consumers in England to consider how consumers understand and evaluate a range of proxies or intermediary organisations that offer assurance about food and consumer products, particularly voluntary certification schemes. This addresses the current concern in developed economies about providing…