In 2001-2002, the EU Phare Business Support Programme funded an inter-country project dealing with strengthening of cattle breeders associations as business representative organisations in eight then EU candidate countries: Czech Republic, Estonia, Hungary, Lithuania, Poland, Romania, Slovakia and Slovenia. Breeders associations from Austria, Germany and Italy also participated in the project, while the European Association for Animal Production acted as the project leader. The project also known under its acronym as BABROC aimed at facilitating the integration of the cattle industries in the Central and Eastern European countries in the EU system and at improving quality of services provided by breeders associations to their members. The present publication contains invited papers for the international workshop on the image of cattle industry and its products, held in Verona, Italy 8 March 2002. Technical papers as well as statements made by Messrs. J. Fischler, EU Commissary, and G. Alemanno, Italian Minister of Agriculture, deal with expectations of consumers regarding the safety and quality of cattle products as the basic message for all involved in the cattle industry.