Food companies finish last in consumer trust survey
While food companies, federal regulatory agencies, and farmers are held responsible for ensuring the health and safety of food, not all are trusted to get the job done, according to new research from The Center for Food Integrity (CFI).
While food companies, federal regulatory agencies, and farmers are held responsible for ensuring the health and safety of food, not all are trusted to get the job done, according to new research from The Center for Food Integrity (CFI). The findings illustrate a dangerous trust deficit that breeds increased public skepticism and highlights the need for increased consumer engagement by the food system.
“If you’re held responsible and trusted for ensuring safe and healthy food, you are seen as a credible source,” said Charlie Arnot, CEO of CFI. “However, if you’re held responsible but not trusted, that’s a dangerous disconnect that can’t be ignored.”
Federal regulatory agencies are held most responsible for ensuring safe food, followed by food companies and farmers, according to the survey. However, when it comes to trust, federal regulatory agencies rank eighth and food companies rank last on a list of 11 choices.
Farmers fared better, ranking third in both responsibility and trust on the issue of ensuring safe food. CFI’s annual research, now in its 10th year, has consistently shown that consumers trust farmers.
Research results also revealed additional trust gaps when it comes to the environment, animal care, and food manufacturing. While 55% strongly agree that if farm animals are treated decently and humanely, they have no problem consuming meat, milk, and eggs, only 25% believe U.S. meat is derived from humanely treated animals. Two out of three consumers (64%) hold a positive impression of agriculture, while below half (44%) hold a positive impression of food manufacturing. A majority, around two in three, want to know more about both.
“The food system is making great strides toward transparency and responsiveness, which is tremendous, but there is more work to be done,” said Roxi Beck, director at CFI. “It starts with identifying the drivers of concern versus providing factual information to address the questions asked. Consumers want to know that farmers and food companies share their values, so simply providing facts or information isn’t enough. Meaningful engagement can be a game-changer.”