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From The Center for Food Integrity:

At a time when sustainability is driving the choices of more consumers, customers, investors and other important stakeholders, food companies can help build their sustainability success story by starting at the farm gate.

CFI consumer research shows that consumers trust farmers and want to hear from them. By touting the technology and sustainable practices used on today’s farms, food companies can build credibility and trust. This is especially important for Millennials and Gen Z who are more open to technology as a way to solve global challenges.

It’s an approach that can also help overcome the “big is bad” bias where consumers believe companies are motivated solely by profit, and not the public’s best interest. Leveraging the farmer “halo” can help bridge that gap.

“With that in mind, it’s important to assess whether you’re ready to answer questions from more curious and skeptical consumers about your sustainability approaches and whether they can trust you to do the right thing,” said Roxi Beck, consumer engagement director with The Center for Food Integrity (CFI).

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