Trust in every bite: How the TrustTracker® is transforming Europe's food systems

From adopting innovative technologies to embracing sustainable dietary habits, consumer trust is a cornerstone of food system transformation. European consumers need confidence in the safety, authenticity, and sustainability of their food – and in the actors responsible for delivering it. However, this trust is fragile, often eroded by concerns about transparency, industry practices, and a lack of accessible information.

The challenge is twofold: to measure trust accurately and use these insights to build stronger relationships between consumers and agrifood players.

Consumer trust is critical to the success of food system transformation as it enables:

• Behavioural shifts towards healthier, more sustainable diets.
• Acceptance of novel food products and technologies.
• Collaboration between consumers, policymakers, and agrifood industry to achieve shared goals.

Since 2018, EIT Food’s TrustTracker® survey has measured trust levels across the food value chain using validated metrics to explore consumers’ beliefs about the sector’s competency, care, and openness. It also evaluates confidence in the integrity of food products, including their safety, health benefits, sustainability, and taste.

The annual survey provides invaluable data to stakeholders, highlighting where trust is strong and where improvement is needed. By publishing these insights widely, EIT Food ensures that the voices of European consumers are heard and acted upon, supporting evidence-based policymaking, and empowering businesses to adopt transparent and sustainable practices.

By gathering insights from 20,000 consumers across 18 countries annually, the TrustTracker® empowers policymakers, industry leaders, and researchers to understand and address consumer needs, fostering transparency, accountability, and positive change.

Unlike other trust measurement tools, which are often owned by commercial organisations with opaque methodologies, the TrustTracker® is the result of a coordinated effort between the Universities of Reading and Warsaw, KU Leuven, the European Food Information Council, and Aarhus University. These partners spent 12 months refining the concept of consumer trust, resulting in a robust model that underpins the 7-year project.

Led by the EIT Food Consumer Observatory since 2023, the TrustTracker® aims to become a household name in consumer insights, driving even greater impact. Looking ahead, the focus is on scaling its reach by expanding the survey to more countries and participants and engaging directly with consumers to co-create solutions. Additionally, partnerships with industry, policymakers, and NGOs aim to implement findings and drive actionable change.