This study analyzes consumers’ information needs concerning quality seals in the food sector. A survey was conducted taking one of the most well-known quality labels for food products in Austria (the AMA Quality Seal). Apparently, there is a lack of consumer-oriented information. Up to now, the type of information con-sumers of AMA sealed products demand is more or less unknown. Therefore, the objectives of this study were (1) to identify consumers actual use of information and (2) their information needs about the AMA Quality Seal in order to provide needs-based consumer information.