The consumer's knowledge and perception of a product's country of ongm play an important role m food marketing strategies. "Think-national" campaigns are used widelym some EC countries but are not, however, as effective as quantitative restnctions on imports. Surveys and leg1slat10n at both national and EC levels reflect the desire of European consumers for "origin markmg" to appear on food product labels. National stereotypes are frequently adopted by generic and brand advertisers to promote food and beverages. Those stereotypes could also be used meanmgfully m associa1 inn \~1th reference groups and for market segmentation. However, their mutability md1cates that continuous research 1~ desirable.