There Are Ways to Gain Trust Among Consumers
By Mikenzi Meyers, Associate Editor
Bridging the gap between consumers and their food has been an ongoing battle that research shows can only be won by trust. Charlie Arnot with the Center for Food Integrity has looked further into what it really takes to gain trust among consumers.
Arnot said that studies conducted alongside Iowa State University showed that there are three main drivers in creating a relationship with consumers: influencers, competency, and confidence in shared values. Further research revealed that of the three main variables, confidence in shared values proved to be the most important—but this can be a difficult goal to accomplish.
“Agriculture has a historical mantra of ‘We’re Feeding the World,’ but most consumers just don’t care, and it’s not a justification for more industrialized food production,” Arnot said.
This resistance towards industrial farming is largely due to food being so readily available to the public.
Arnot suggests taking the approach of addressing known consumer concerns such as food safety, nutrition, and treatment of animals, to name a few.
“Addressing those concerns is going to be the most effective strategy we can have in building trust in who we are and what we do in agriculture today,” he said.