European food manufacturers did nothing so dreadful when they sold horse as beef in burgers and lasagne. Horsemeat is not dangerous and had been a part of a lot of Italian and Chinese gourmets.
When it comes to business, food processing seems to be an obvious choice for most of the entrepreneurs. There could be a considerable number of reasons for this apparent choice. Some of the prominent ones could be:
Food waste has huge potential for value-added ingredients. Traditionally waste products are seen as a bad thing in terms of sustainability and environmental impact along with high costs for removal or treatment. New technologies are opening up big potential for the extraction of value-added ingredients from food production and processing wastes.
Effects are causes. Rewards for superior out-turn in the market motivates a grower for consistent improvement in quality. Fresh produce industry could enter into a virtuous cycle of improvement if positive experiences of consumers are monetized and invested back into the supply chain.