Consumer Research
Over the last year, we have been asking people about their trust in the food supply chain involving 2,360 people.
Did you know that people trust farmers the most?
Over the last year, we have been asking people about their trust in the food supply chain not only in the UK but also in other European countries (Finland, Israel, Italy, Poland and Spain) – involving some 2,360 people. Consumers most trust farmers, followed by food retailers with lower levels of trust in food manufacturers, restaurants and catering services. Trust in farmers and food retailers has increased slightly overall since COVID-19.
We explored what drives consumer trust. Areas that are important for increasing consumers' trust are:
- Farmers: High standards of animal welfare
- Food retailers: Local produce, good price transparency and tackling waste
- Food manufacturers: Good transparency and honest and accurate labelling
- Restaurants and caterers: Fair and transparent prices
How can we increase trust together?
We are now exploring possible new initiatives to increase consumer trust in the food system that food companies and organizations can adopt. In a future post, we will be asking your opinion as to what you think about specific initiatives so that together we can influence what food organisations do to gain our trust.