Trusting the process
Food and Drink Technology
A Bell Publishing publication providing the food & drink manufacturing industry with the latest news and developments.
The release of EIT Food’s TrustTracker comes at an apt time considering The European Commission has outlined a vision for the future of farming and food production in the EU. It aims to create a fair and competitive food system that provides affordable and sustainable food for everyone. It seeks to help farmers overcome challenges such as rising costs, climate change, and supply chain disruptions, and ensure that Europe remains a leader in food production. But where do consumers fit in? For all the talk, and the goal to build a stronger, more innovative food system and the generation of a roadmap for the future, most consumers will be too far removed to see what is happening until it affects them.
A survey such as that from EIT looks to measure consumer trust in the agrifood sector. By gathering insights from 20,000 consumers across 18 countries annually, the TrustTracker should go some way to empower policymakers, industry leaders, and researchers to understand and address consumer needs, foster transparency, and bring some level of accountability.
EIT Food asks, can we have progress without trust? A good question. The simple answer is no, however it’s more complicated than that. Trust is fragile and consumer purchasing habits are hard to break. The potential for change with the food system is a tremendous opportunity, yet consumers need confidence in the safety, authenticity, and sustainability of their food – and in all of those responsible for bringing it to the shelf and for them to prepare for their tables. I foresee the need for mass collaboration between consumers, policymakers, and agrifood industry to achieve shared goals.
For the food system to change, consumers need to understand why it’s being done, and the benefits for them now and in the future. To make this vision a reality, the EU will be working closely with farmers, food producers, rural communities, and civil society to design a better future for agriculture and food in Europe.
The TrustTracker, led by the EIT Food Consumer Observatory since 2023, aims to become a household name in consumer insights, driving even greater impact. Looking ahead, the focus is on scaling its reach by expanding the survey to more countries and participants and engaging directly with consumers to co-create solutions. Additionally, partnerships with industry, policymakers, and NGOs aim to implement findings and drive actionable change.