21 Mar 2013 Building trust in what we eat

Nearly six out of ten Americans [likely most people! Ed] have little knowledge about food production, according to a new white paper, “Building Trust in What We Eat,” released by Sullivan Higdon & Sink (SHS) FoodThink. The research is designed for food marketers to better understand the consumer’s lack of knowledge and trust in food production, and how that impacts food company perceptions.

As America’s obesity epidemic and consumption concerns are increasingly top of mind for consumers, retailers and manufacturers alike, pressure is mounting on food producers to demonstrate product quality.

SHS FoodThink’s new white paper, based on a survey that polled 1 500 Americans about food perceptions, provides valuable insights into how food marketers can address current perceptions.

“Now is the time for manufacturers and producers to actively educate consumers and shift the dialogue from non-understanding and critique to one of building consumer confidence in the food they eat,” said Erika Chance, FoodThink researcher.

One of the growing differentiators among food brands has become the manner in which the food was produced. Food production methods are showing up on packaging, forcing consumers to ask, “How much do I know about how my food is produced? How much do I trust the food industry when it comes to producing the food I eat?”

“It’s critical for the food industry to move the knowledge needle from where it is now. It’s unacceptable for only 19% of consumers to think food companies and manufacturers are trustworthy sources of food production information,” said Chance.

Download a free copy of the 14-page white paper at shsfoodthink.com