The white paper explains how Americans continue to ask questions about where their food comes from and what processes are involved in food production.
“Food companies have the opportunity to build trust and loyalty among Americans while educating consumers on certain processes,” said Erika Chance, senior FoodThink researcher. “Transparency about animal welfare, sustainable practices and fair labour practices will help to soften consumers’ distrust of the food industry.”
The white paper reveals that American consumers have several mixed perceptions:
The white paper, built from a 2014 study, is a comparative analysis of consumers’ changed food production perceptions since SHS FoodThink’s white paper Building Trust in What We Eat based on a 2012 survey. The new data shows that the industry is moving in the right direction.
“The increase of information about food production has consumers wondering who to trust and what to believe,” said Chance. “It’s important, now more than ever, for food marketers to proactively pull back the curtain to educate and answer questions honestly to decrease consumer concern.”
This FoodThink white paper is built on proprietary research conducted in early 2014 and utilises the responses from more than 2,000 US consumers of diverse demographic backgrounds.
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