How today’s consumer defines “what’s real” in a complex food system.
In a world where facts aren’t always enough, consumer trust is more complex and more crucial than ever.
The Center for Food Integrity’s latest research, conducted in partnership with FMI-The Food Industry Association, is now available. Drawing upon our peer‐reviewed Trust Model and FMI’s deep retail insights, this new belief‐based consumer research reveals how five distinct mindsets shape what people consider “true” in food, agriculture, and farming. The research identifies five distinct consumer segments, each with its own perspective on what constitutes “truth” in food and agriculture.
Why It Matters
Amid proliferating channels and contradictory information, trust is a precious currency. The insights from our research clarify how to connect with consumers on a shared foundation, bridging gaps through empathy, credible information and a focus on what truly matters to each segment.
CFI members receive access to the full research. Complete this form to request more information.
Learn More
Be the first to comment