The demographic characteristics of both opinion leader respondents (those with a z score greater than one on the opinion leadership scale) and non-opinion leader respondents are presented in Table 1. The food safety opinion leaders reported high educational achievement with (34.1%) having at least a 4 year college degree. There were also a greater number of Caucasian/White respondents represented in the opinion leader group (65.0%) within that same race and ethnicity category. Finally, the majority of opinion leaders (28.0%) reported an annual household income greater than $50,000 per
