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TrustTracker®

Insights used to enhance consumer trust in the food value chain.

2018
2023

The EIT Food TrustTracker® is an annual evidenced-based questionnaire that measures consumer trust in the European food system, and is an important first step towards understanding this gap. It provides valuable insights that are used to enhance consumer trust in the food value chain.

Through surveys, the TrustTracker® measures European consumers' trust in the food system, their confidence in the integrity of food products, and their motivations and intentions towards eating a healthier diet. Based on scientific insights, a model for measuring consumer trust was developed by EIT Food partners University of Reading (project lead), the European Food Information Council (EUFIC), Aarhus University, KU Leuven, and the University of Warsaw. This evidence-based tool looks at differences within countries and by actors.

The data is tracked annually from 2018 to monitor developments and compare trust levels over time. When trust is higher, European consumers are more confident in their food and the technologies with which these have been produced. 

TrustTracker® is now part of the Consumer Observatory, Europe’s central hub for consumer insights on agrifood topics.

Explore the history of TrustTracker®

report
How much trust do consumers have in the food value chain?

Trust Report 2020

September 30, 2022
report
The Trust Report 2020 maps European consumers’ trust in the food value chain by country and over time using validated measurement scales

Trust Report 2021

October 03, 2022
report
The EIT Food Trust Report 2021 reveals how much trust European consumers have in the food system.
news
Study of 19,642 consumers across 18 European countries shows a decline in trust in food sector actors such as manufacturers, authorities, retailers and farmersOnly a third of consumers believe the food they eat is sustainable.
news
Study of 20,000 consumers across 18 European countries reveals trust in the food sector has increased over the course of 2020, yet the majority of consumers don’t consider the sector to be working in the public interest.
news
A new pan-European study of more than 20,000 consumers reveals that less than half of consumers have confidence in the food sector, with just a third believing that the food they eat is sustainable.
blog
The EIT Food Trust Report 2021 reveals how much trust European consumers have in the food system. Here we highlight the key findings from the report, and spotlight examples of ‘Transparency Trailblazers’ who are innovating to create total…
blog
The EIT Food Trust Report reveals how much trust European consumers have in the agrifood industry and the integrity of food products. Here we highlight the key findings and explore where more work needs to be done to increase trust.

Partners

Project lead

Sofia Kuhn Pic
Sofia Kuhn

Director of Public Engagement

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