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Increasing consumer trust and support for the food supply chain and for food companies

Co-creating initiatives to increase consumer trust in food


Soon available! Our latest live event: Tackling the Grand Challenge of consumer trust in the food supply chain

Hosted by Reading University, different organisations presented their best practices on how the food industry can gain consumer trust on the following topics:

  • SRUC/Waitrose: “Tracking animal welfare on farms”
  • Farmforce: “Farmforce: Food's first mile challenges, solved by software.”
  • Connecting Food: “Profiling food products and their journey from raw materials to the market."
  • McDonald’s: “Consumer Trust, Sustainability and Healthy Food Choices”
  • Mimica: “Have expiry dates expired? Introducing the intelligent way to know it's fresh."
  • Little Hearts Preschool: “Laying the foundations for healthy food choices in life."
  • Walker’s Shortbread: “Towards label clarity and sustainable packaging."

About EIT Food Consumer Trust Grand Challenge

The concept

  • all actors across the food value chain working together to co-create initiatives that increase consumer trust in food
  • engagement with consumers, food companies and other stakeholders (such as industry bodies, non-governmental organisations, regulatory authorities, policymakers and the media) across five countries in Europe and Israel

Co-designing trust initiatives

Insights gained from the project will be communicated widely, and successful initiatives will be publicised and implemented. Importantly, consumers will drive the project at each stage from voicing their needs to the co-design of initiatives and evaluation of their success. Together with companies, a consumer trust survey is being launched to facilitate trust initiatives. The insights on consumers' interests in food products go from product origin and food safety to recycling, traceability and more.

Co-creating with EIT Food Consumer Trust projects

  • Trust Tracker®: In 2022, we're contributing to TrustTracker®'s consumer trust measuring survey.
  • Citizen Participation Forum: Together, we create a platform to enable consumers to voice their needs and concerns regarding trust in the food they eat, food companies and others involved in the provision of food. The platform enables consumers and food industry representatives to directly debate important issues related to trust in food. Furthermore, will it enable to co-design a series of initiatives that will both increase consumers' trust in food and their support for the companies and organisations involved.

In collaboration with

In the context of the Consumer Trust Grand Challenge project, FoodUnfolded published the article Why Trust In Our Food System Matters (15 Sept 2021).

EIT Food Proof of Concepts Call

Have you got an idea for an innovative project that will increase consumer engagement in the food system and create positive change? We want to hear from you!

Project lead

Richard Bennett
Richard Bennett

Activity Leader

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