And yet we all too often opt for lower quality, a cheaper alternative from abroad. Agricultural economics teacher Bruno Vandorpe makes the distinction between what the citizen wants and what the consumer wants. “The citizen wants better things in terms of smell, the environment, labor, and animal welfare, and that entails a lot of production cost increases. Agriculture wants to get involved. Politics listens to the citizen, but the moment we go to the department store We are going to become consumers,” Vandorpe explains. We can therefore play an important role in improving the situation of farmers.