FOR IMMEDIATE RELEASE
Contact: Jim Fallon
(816) 255-1965
jim.fallon@foodintegrity.org
New Research Study Reveals State of Consumer Trust
in the U.S. Food System
Benchmarking survey to track consumer attitudes regarding food and food production; Inaugural results – food safety is top consumer concern
INDIANAPOLIS (Oct. 24, 2007) – A new study released today by the Center for Food Integrity (CFI) reveals a variable level of confidence among U.S. consumers in a number of important food system areas, including food safety, nutrition, obesity, and the humane treatment
of animals.
Andy Miller, Indiana Agriculture Director and CFI board member, said the study provides a benchmark of consumer attitudes that can be used by the industry to develop and promote practices that result in greater trust of the U.S. food system.
“This survey provides a snapshot of consumers’ perceptions about our food system,” Miller said. “This study will also help us better understand consumer confidence in our contemporary food system and identify the issues we need to address to maintain consumer trust of food produced in the United States.”
According to the study, food safety remains the primary area of
concern for consumers. When it comes to ensuring the safety of the food supply,
consumers place the most responsibility directly with farmers and food companies.
However, they have only a moderate level of trust in farmers for ensuring food
safety (average score of 7.00 on a 0 to 10 scale), and a lower level of trust
in food companies and processors (5.55) and, surprisingly, federal regulatory
agencies (5.31).
Consumers also indicated only a moderate level of agreement with the following
statements about food safety:
• Just more than one-half (54%) strongly agreed that they trusted food produced
in the U.S. more than they trusted food produced outside of the U.S.
• One-third (33%) strongly agreed that U.S. food is amongst the safest in the
world.
• One out of four (25%) strongly agreed that they are as confident in the safety
of the food they eat as they were a year ago.
Miller said the results, while not surprising, indicate the food system must
continue to align itself with societal expectations to build higher levels of
trust with consumers.
“Our goal is to implement programs and conduct dialogue with industry stakeholders so we can build consumer trust in the food system. We will benchmark our progress each year with this study,” Miller said.
Other survey results include:
• Consumers trust themselves most to ensure good nutrition of the food they eat (8.80 on a 0 to 10 scale), followed by doctors and dieticians (7.11), farmers (6.86), grocery stores (5.90), and restaurants (5.59).
• Consumers hold themselves most responsible for obesity, followed by the person who prepares food in the home, food companies and processors, and restaurants.
• Consumers feel farmers are most responsible for the humane treatment of animals. However, they have only a moderate level of trust (6.14 on a 0 to 10 scale) that treatment of animals on U.S. farms is consistent with consumer values and ethics.
• Almost two-thirds (63%) of all respondents strongly agreed that if farm animals are treated decently and humanely, they would have no problem consuming meat, milk and eggs.
The research study was commissioned by CMA Consulting, LLC of Kansas City, and licensed to the Center for Food Integrity and its members. Participants included more than 2,000 consumers nationwide who have the primary responsibility for purchasing food for preparation within their household. The research was managed and conducted by Iowa-based Gestalt Inc., a marketing research consulting firm. Additional details about the survey can be found at www.foodintegrity.org.
The Center for Food Integrity is a not-for-profit corporation established to build consumer trust and confidence in the contemporary U.S. food system. Our members, who represent every segment of the food system, are committed to providing accurate information and addressing important issues among all food system stakeholders. CFI does not lobby or advocate individual food companies or brands. For more information, visit HYPERLINK "http://www.foodintegrity.org/" www.foodintegrity.org.