Blog

Page:   1 2 3 4   Last ›

Trust Me

The other night, my husband and I sat down and watched a new show on the National Geographic Channel called Brain Games. In the episode, "Trust Me" we learned that humans have an innate tendency to put faith in others, and that we tend to make quick decisions about who to trust, often based upon visual cues such as the shape of a person’s face.

When watching the episode, I couldn't help but think about the Consumer Trust Model.

 

Earning and Maintaining the Social License (Sapp/CMA)

For those in the food system, sustainable trust is your most valuable asset. With a high level of trust, you enjoy a strong social license and more operating freedom. Once you violate public trust, you put your social license and the entire business at risk.  A significant violation of public trust could be the end of your business. The fundamental question then becomes, how do we build public trust in today’s food system? At CFI, we’ve been researching that issue for many years.

One of the most important elements to building trust is confidence or the perception of shared values. In other words, do you and I share the same values, and can I count on you to do “what’s right?” The perception of shared values or confidence is three to five times more important than demonstrating technical competence in building trust. 

Historically, we’ve had the communication equation exactly backward.  We’ve been talking about our science and technical skills when the foundation for building trust is our values. Knowing that communicating our values is three to five times more important that scientific proof helps us design more effective outreach that builds trust in today’s food system. This research has been peer reviewed and published in a scholarly journal.

It goes back to the old adage, “They don’t care how much you know until they know how much you care,” and because of the change in our size, scale and use of technology, we have to be more effective in demonstrating our commitment to the values and priorities of the public if we want them to support the practices in today’s system. 

Posted by Abby.

VIDEO: Year in Review

Charlie Arnot, CEO, Center for Food Integrity, reviews 2013 highlights.

 

Can the U.S. food supply be trusted?

 

Our research shows that today’s consumer is more skeptical than ever. We took to the streets as part of our 2013 Consumer Trust in the Food System research to hear what they had to say.

“I don’t trust the food supply. In our world of marketing we do a lot of hedging and not quite telling the truth.”

 

 

So what will it take to gain consumers’ trust? Our research shows that transparency is the key. But what is true transparency? We measured it. Learn more about the Seven Steps to Trust-Building Transparency and how agriculture and food can build trust and overcome the "big food is bad" bias. 

Can the food industry just be honest?

 

What does transparency mean to today’s consumers? Our 2013 Consumer Trust in the Food System research measured it and then took to the streets to hear what they had to say.

“I’d like to know if I’m asking a question, I’m going to get an honest answer.”

 

 

Honesty is the best policy? Indeed it is. Our research shows that transparency is the key to building trust. Learn more about the Seven Steps to Trust-Building Transparency and how agriculture and food can build trust and overcome the "big food is bad" bias.  

 

 

What is the food industry hiding?

 

Is the food industry transparent?

Our research shows that today’s consumers are more skeptical than ever before:

“There are plenty of people out there who don’t want us to know certain things that are in the food.”

The Center for Food Integrity took to the streets to hear what consumers had to say about transparency as part of its 2013 Consumer Trust in the Food System Research.

 

 

So how does the food industry regain trust? Our research shows that transparency is the key. But what is true transparency? We now know – because we measured it. Learn more about the Seven Steps to Trust-Building Transparency and how agriculture and food can build trust and overcome the "big food is bad" bias.

 

Page:   1 2 3 4   Last ›