Consumer Trust Research

To earn trust with consumers when it comes to food, it’s important to know what they’re thinking and how those opinions drive decisions on key issues. That’s why we survey U.S. consumers each year – and conduct other research, too. Tracking attitudes, researching relevant issues and understanding trust inspires us to continually innovate new approaches as we help those in agriculture and food engage with consumers in meaningful ways

New Consumer Trust Research Reveals Dangerous Disconnect

While food companies, federal regulatory agencies and farmers are held responsible for ensuring the health and safety of food, not all are trusted to get the job done. The findings from CFI’s latest research illustrate a dangerous trust deficit that breeds increased public skepticism and highlights the need for increased consumer engagement by the food system.  

View CFI’s trust research webinar, “Shifting Food Beliefs and Trends: Insights Into Closing the Trust Gap,” which examines trust gaps, shifting attitudes in food and agriculture, and how to engage to earn trust.    

Digital Ethnography Research IDs Influencers and What Makes Food News Credible

Why do certain ideas – true or not – take root and thrive, while others wither on the vine? Learn more about  CFI’s digital ethnography research that details what makes food information credible, who’s moving it through culture and how to engage to earn trust.