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Apr. 3, 2013 Source: Sullivan Higdon & Sink news release Nearly 6 out of 10 Americans have little knowledge about food production, according to a new white paper, "Building Trust in What We Eat," released recently by Sullivan Higdon & Sink (SHS) FoodThink. In fact, FoodThink research shows Americans know more about movies, politics and music than what's on their plates. The white paper, based on a survey that polled 1,500 Americans about food perceptions, is designed for food marketers and agri-marketers to better understand Americans' lack of knowledge and confidence in food production, and how that impacts today's perceptions. As America's obesity epidemic and consumption concerns are increasingly top of mind for consumers, retailers and producers alike, pressure is mounting to demonstrate product quality. SHS FoodThink's new white paper provides valuable insights into how food marketers and agri-marketers can address current perceptions. "Now is the time for manufacturers and producers to actively educate consumers and shift the dialogue from non-understanding and critique to one of building consumer confidence in the food they eat," said Erika Chance, FoodThink researcher. One of the growing differentiators among food brands has become the manner in which the food was produced. Food production methods are showing up on packaging, forcing consumers to ask, "How much do I know about how my food is produced? How much do I trust the food industry when it comes to producing the food I eat?" Key findings from Sullivan Higdon & Sink's latest FoodThink white paper: Food production knowledge is low The majority of Americans (60 percent) say they do not have a good knowledge of how food is produced today. But 69 percent think it's important to understand more. Americans want more transparency 22 percent of consumers polled feel that the agriculture industry is transparent, and confidence in the industry increases with more knowledge. Sources Americans trust for food production information The most trusted source for information about food production, according to FoodThink pollsters, is their friends and family - the USDA and FDA follow in trustworthiness. "It's critical for the food industry to move the knowledge needle from where it is now. Our research shows that perceptions do improve, if only Americans are given opportunities to learn more about production practices," said Chance. SHS FoodThink offers four core strategies to food marketers and agri-marketers to fill the confidence and knowledge gaps, including how to establish allies, utilize social media and build transparency about production practices. Your can find these and more implications by downloading a free copy of the 14-page white paper at shsfoodthink.com. Tweet |
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