It is somewhat similar to the issue of multifunctionality because concerns often have to do with NCOs related to agricultural production. Animal welfare, environmental implications, genetically modified organisms, the quality and safety of food products, and the social conditions of production are just a few examples of issues where modem societies have concerns, often arising out of widely diverging views on what is right and wrong. Responding appropriatety to such societal concerns and identifying the “best” policies to address these issues has often proven difficult for policy makers. The OECD has, therefore, dealt with such societal concerns and their policy implications in a number of activities (for example Tothova, 2009, and OECD, 2010b).34 Given the rather different nature of the various societal concerns, the optimal policy responses differ very much.