In 2002, consumers were looking for (in regards to purchasing meet): 1) Quality; 2) Food Safety; and 3) Price. Branding the food with guarantees can enforce food quality. Pork can be branded with moisture enhancement, added products, and frozen boxed meat. Food safety assurance can be potentially reassured by genetically modified organisms and by process such as irradiation. With current diet trends and the perceived negative health effects from pork, it is suspect that the poultry industry will grow in the future and the red meat industry will decline.