There is low consumer trust in our food industry, and consumers are not engaged despite demands for greater transparency and responsibility from the sector. Because the food supply chain is fragmented, people are often disconnected from how food is made, therefore reliable information about safety, quality, integrity, sustainability and traceability would help to increase consumer awareness.
Our innovation activities actively involve consumers as responsible co-creators. For instance, improving transparency by creating a toolkit to measure consumer trust in different aspects of the food chain, by using a combination of technologies to pre-detect risks and surveying 1,500 consumers on their attitude to trust.
We are demonstrating how technology and innovation in food are good for consumers by bringing together the latest and best technologies which enable us to make food safer and more transparent. For example, by improving the tracking and tracing of food products, and building portable devices to assess the freshness, nutritional value and identity of fish.