Raw milk and the rejection of food safety.

Raw milk remains popular among consumers despite recent outbreaks of foodborne illnesses and public health warnings. Raw milk consumption is not simply consumer rejection of food safety, but a reflection of how consumers interpret food safety. We examine how trust, beliefs, and values affect consumers' decisions about raw milk consumption and how to build trust with consumers through greater transparency and engagement. © 2026 The Author(s). Journal of the Science of Food and Agriculture published by John Wiley & Sons Ltd on behalf of Society of Chemical Industry.