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.” Charlie explains more on today's Big Show, listen to the podcast here:
Federal regulatory agencies are held most responsible for ensuring safe food, following 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.
“The potential fallout is serious and we’re already witnessing consequences in the food system as public interest in food production and processing grows,” said Arnot. “A lack of trust can result in increased pressure for additional oversight and regulations, rejection of products or information, and consumers seeking alternate, and perhaps unreliable, information sources.”
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. Arnot cautioned farmers against viewing the results as permission to disengage. “The good standing of farmers presents a golden opportunity for farmers to share their stories, invite consumer questions and help build trust.”
Rankings for responsibility and trust regarding ensuring healthy food were similar. Segmenting by influencer audiences, including moms, millennials, foodies and early adopters, CFI’s research surveyed U.S. consumers on more than 50 topics including most important issues, trusted sources, purchasing behaviors, pressures impacting food choices, and attitudes on farming and food manufacturing. Read more work from the Center for Food Integrity here.