Campbell Soup earned the top spot on America’s Most Reputable Companies List for 2018. The list recognizes companies that achieve an exceptional level of familiarity and trust with consumers. Kellogg’s, Hershey, and J.M Smucker also made the top 10, coming in at #5, #6, and #8, respectively.
A total of 13 food and beverage companies, six food and beverage retailers, and one fast food restaurant made the list.
To determine the most reputable companies in America, the Reputation Institute surveyed 52,000 individuals over a two-month period. Generally speaking, brands considered typically have revenue over $3 million and brand familiarity with at least 30% of the general population.
With the increased demand for company transparency, it should come as no surprise that Campbell Soup moved up 30 spots from 2017, coming out on top this year. The classic American food company has made notable changes as a response to consumer concerns, including committing to improving animal welfare and parting with the Grocery Manufacturers Association due to misalignment on critical industry issues.
One significant finding this year was that the reputation scores declined an average of 3 points, the biggest downward trend in 10 years. Reputation Institute chief research officer Stephen Hahn-Griffiths noted that the decrease is due to an overall lack of confidence and trust.
In the food industry, this lack of trust is documented. Earlier this year, a study by The Center for Food Integrity found that while consumers hold food companies responsible for ensuring food safety, they don’t trust them to actually do it.
