How to ‘Crack the Code’ on Consumer Food Confidence

John Davisbiotechnology, Food

CFINew research gives food producers and sellers some insight into how to gain consumer confidence in the food system. “Cracking the Code on Food Issues: Insights from Moms, Millennials and Foodies,” a consumer trust research report from The Center for Food Integrity (CFI), helps those in the food system do a better overcoming consumer skepticism over issues, such as genetically modified foods and antibiotic resistance in livestock.

“This research provides guidance to the food system for overcoming the many communication barriers that keep consumers from integrating science-based information into their decisions,” said Charlie Arnot, CFI CEO. “The food system can use CFI’s new models developed through this research as a guide to connect with consumers, especially moms, millennials and foodies, but it will require communicators to embrace a new approach.”

A key takeaway from the research is how important food issues are to moms, millennials and foodies. They help define who they are as people and shape their cultural identities. Foodies, in particular, express a higher level of concern about food-related topics than any other segment. Because these issues are meaningful and relevant to each of these groups, how technical and scientific information is introduced to them is crucial. By following the approach outlined in the research, we can find new ways to encourage informed decision-making.

“I hope all of those who dedicate their lives to technology and innovation that benefits society will incorporate these strategies from CFI’s latest research to assure that the value of their work will be recognized and given
proper consideration by those whose welfare it can improve,” said Dan Kahan, Elizabeth K. Dollard Professor of Law and Professor of Psychology at Yale Law School and member of the Yale Cultural Cognition Project, which focuses
on how cultural values shape public risk perceptions and related policy beliefs.

The survey is based on answers by more than 2,000 respondents who reflect the general U.S. consumer population.