KANSAS CITY, Mo. – Tuesday, Oct. 15, 2013 – The latest consumer research conducted by The Center for Food Integrity (CFI) provides a roadmap for agriculture and the food industry to create trust-building transparency.
“We believe our breakthrough Trust-Building Transparency model provides a clear path to effectively address growing public skepticism about today’s food,” said Charlie Arnot, CEO of CFI. “Consumers have been asking for more transparency, but it has not been well defined. This research defines transparency and provides direction for how to use transparency to build trust. Effectively implementing this new model will help companies and organizations build trust with their stakeholders and consumers.”
CFI research also confirmed consumer bias against “big food.”
“Whether farms or food companies, consumers are increasingly skeptical that large organizations are worthy of trust,” said Arnot. “Consumers believe that mass production creates more opportunity for error, that industrialized food production is inherently impersonal, and that big companies will put profits ahead of public interest. This research shows the ‘big is bad’ bias can be overcome with Trust-Building Transparency.”
CFI identified seven components in its Trust-Building Transparency model and tested 33 attributes of the seven elements in the 2013 survey.
The results show that CFI’s definition of Trust-Building Transparency rings true with the public. More than half of the respondents gave ratings of 8-10 on a 10-point scale on all 33 attributes. More importantly, women and early-adopting opinion leaders, who drive public discussion of food and farming issues, rated the elements of Trust-Building Transparency higher than others.
“Through this research, opinion-leading consumers and those most concerned about food issues have provided clear direction on exactly what we can do to overcome their bias and skepticism and earn their trust,” Arnot said.
The seven elements of Trust-Building Transparency are: Read the rest of this entry »