New research backs up the growing trend of most consumers wanting transparency from the people who make their food.
Charlie Arnot, CEO of the Center for Food Integrity, said the CFI study found consumers hold food processors the most responsible for food transparency, followed by growers.
“Now the message to farmers for that is we can probably expect food companies to ask more of their supply chain in terms of transparency," Arnot said. "Because if consumers expect more of food companies then food companies are likely to expect more of farmers.”
Arnot said while those extra food system demands can make farmers nervous, farmers’ reassurance of consumers appears to go a long way.
“Generally when consumers see what’s taking place, when they learn more about the farmers’ commitment, they become much more trusting and much more supportive of what’s taking place," Arnot said. "It’s the fear of the unknown, both by consumers and by farmers. That fear can be overcome if we are more transparent about who we are and what we do.”
Arnot said the 2015 CFI consumer trust research shows consumers give grocery stores and restaurants “pretty much a pass” when it comes to food transparency.
Source: www.brownfieldagnews.com