Consumers have questions about food – where it comes from, who’s producing it and how. Their healthy curiosity and skepticism is why we exist.
It’s not about supporting a certain outcome. We don’t lobby or advocate on behalf of any brand or company or food production method.
We simply want to make sure that – in an environment where consumers are bombarded with contradictions – they have the balanced information they need about food to make informed choices that are right for them and their families.
It’s about leading the public discussion and fostering an understanding within the food system of how to build consumer trust and confidence.
We’re a not-for-profit organization whose members and project partners represent the diversity of today’s food system – from farmers, ranchers and food companies to universities, non-governmental organizations, restaurants, retailers and food processors.