Use this insider info to help you connect with consumers and earn trust
The results are in
The Canadian Centre for Food Integrity (CCFI) released its 2017 Public Trust research in September. CCFI was looking to better understand public attitudes about Canadian food, agriculture and the food system; study key consumer influencer groups; and understand expectations for transparency within the food system.
Here are three key insights and what they mean for you, your employees, customers and/ or members who agvocate:
Rising costs and keeping healthy food affordable is a big deal to consumers
This may be surprising to some, because we often think that food safety, the environment, and animal treatment are most important to consumers. Although these concerns are important, the research shows that the top concern across all segments relates to the affordability of food.
What does this mean your organization and its stakeholders?
Our challenge when communicating is to focus on what consumers care about instead of what we think they care about. The next time you communicate about agriculture and food, frame how the decisions made in your business contribute to keeping the cost of healthy food affordable for Canadians. To be most effective, keep your messages transparent and heartfelt, but not condescending.
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