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As consumer interest in the provenance of food grows, it becomes increasingly important for brands and manufacturers to demonstrate the traceability of their products to consumers. The latest research from Sullivan Higdon & Sink FoodThink has shown that nearly two-thirds of people think that it is important to know how their food has been produced, while consumer trust in both the agriculture and wider food and drinks industries has risen by 15% apiece in the last four years. Yet, despite this, perceptions of transparency remain worryingly low.
We spoke to FoodThink research analyst Ashley Daggs about the figures and what implications they could have for the food and drink industry.
FoodThink’s research shows that only a third of consumers think that the agriculture and food production sectors are transparent. Do you think consumers trust the food they’re eating?
Gauging consumers trust in the food they eat is challenging and far from black and white. It is certainly positive to see the decreasing percentage of consumers who outright disagree that the agriculture community and/or food companies are transparent. The large portion of consumers with neutral opinions in terms of perceived transparency also presents opportunity for food companies. We believe the food industry should continue to focus on converting consumers with neutral opinions to consumers who agree that the agriculture community and/or food companies are transparent.
What do these latest figures say about the state of the food industry?
While the industry may not be where it needs to be in terms of perceived transparency, consumers are willing to give the agriculture community and food companies the opportunity to increase positive perceptions of transparency. With the large portion of neutral opinions in the marketplace, it becomes important that the call for increased food production knowledge be answered, giving consumers the information they need to form opinions about the perceived transparency of the industry as a whole.
How can companies address the shortfall in consumer trust and improve the transparency of their supply chain?
Companies can do a lot on their own as far as improving the transparency of their supply chain as well as consumer trust goes, but it is also important for these companies to leverage trustworthy sources of food production information. Working with social media influencers in the “blogosphere” and sharing out information through retail partners may prove beneficial to building relationships with consumers and ultimately increasing consumer trust.
What progress are food companies already making towards improving transparency?
There are a number of ways in which food companies are “blazing a trail” and increasing consumer perceptions of transparency. Many food companies are giving consumers an inside look at their food production practices by sharing first-hand videos of processes via social media and company websites, allowing access to facilities in the way of tours and educational opportunities, and keeping documentation records to better verify food claims. These actions are certainly noticed by consumers and go a long way when it comes to increasing perceptions of transparency.
What opportunities do you think there are for food companies in the overall lack of trust?
The overall lack of trust provides food companies with the opportunity to engage and interact with end-consumers in a more meaningful way. A great place to start is to pay close attention to who today’s finicky consumer wants to hear from (when it comes to the food they eat). They are beginning to consistently trust certain groups more over time, and that is an indicator a food company can monitor and consider how to utilise. Combine that idea with what end-consumers want to know more about. Ask your audience. Are there questions that you increasingly have to answer about your production practices? Perhaps customer service is seeing a trend in the types of questions they handle? The good news is that food companies can take much of this into their own hands. How often are food marketers presented with a captive audience asking for more about the practices and story behind their brand? Arm the optimists inside your company with where the industry is gaining trust – and see what happens.
Examples of food companies being transparent include Hershey’s, Lamb Weston’s Trace My Fries campaign and Panera.
How has consumer opinion around traceability and transparency changed in recent years, and how will it continue to change in the future?
Consumer opinion of transparency and traceability has certainly evolved in recent years. When looking at transparency, the percentage of consumers who disagree that the agriculture community and/or food companies are transparent has decreased from 45% in 2012 to 29% in 2016. We are also seeing a shift in the percentage of neutral consumers toward positive perceptions of transparency in the industry. Continued evolution of transparency and traceability perceptions are dependent on the consumer, and it is evident that consumers still have a strong desire to understand how their food is produced. We don’t see this changing anytime soon.
© FoodBev Media Ltd 2024