The Trust Project

A European study conducted in collaboration with EIT Food.
You can now download the full report below.

The role of consumer trust

In collaboration with EIT Food, Europe’s leading food innovation initiative, Future of Food Institute conducted a study to gain a deeper understanding about consumer attitudes towards the food chain, and particularly the role trust plays in that relationship.

 

 

Future of Food Institute and EIT Food have a mission in common: empower the consumer to be actively involved in improving the food chain. 

Impact can only be made when healthier and more sustainable options end up on our plates. So how can we help consumers eat more healthfully and sustainably?

Together with 178 participants, from 13 European countries, we co-created 12 key themes that play a role in influencing consumers to eat more healthily, more sustainably, and to be more open towards food innovation.

The aim of these themes is to help (re)build trust in the food system, as well as spark ideas for innovation.

The full report contains many insights about actors in the food chain and the preconditions for changing consumer behavior. 

The ‘secret’ formula

Together with 178 participants, from 13 European countries, we co-created 12 strategies that can play a role in influencing consumers to eat more healthily, more sustainably, and to be more open towards food innovation. The aim of these strategies is to help (re)build trust in the food system, as well as spark ideas for innovation.

These twelve strategies come together in a simple formula:

Trust = (Transparency & Control + Simplicity) x Love

For each element of the formula we developed a number of strategies that actors in the food chain can follow in order to build trust, including best practices and examples of organisations already applying these strategies. 

Transparency & Control

Currently, consumers lack the means to exert control over the food chain. They need to rely on the food chain actors themselves and authorities to check. This theme is about making the food chain transparent, so that everyone can see what is happening.

Associated strategies:

Building Love

One reason for lack of trust is that, for a lot of different kinds of food, it’s simply too difficult to understand how it’s produced and where it’s from. This theme is about increasing simplicity to make it easier to know what good food is.

Associated strategies:

Simplicity

If you love a person, you are willing to invest time into getting to know that person. It’s the same with food. And we don’t mean the shallow cravings one can have for a certain food at a certain moment, but a deep and genuine affection for (a certain) food.

Associated strategies:

About the study

Data for this study was collected in an online community, in which 178 European citizens from 13 countries took part in a total of 40 (mini-)assignments. Over three periods of 5-10 days, the community members took part in open discussions, photo assignments, short questionnaires, and polls.

Citizen Participation Forum

In the online community participants completed  a variety of different tasks. These include open questions in a forum setting, discussions, completing challenges , writing assignments, questionnaires and finding images.

Live Online Co-creation Sessions

Next to the written activities, we lead five online co-creation sessions (live focus groups) in which 24 participants took part.

Desk research

Before we began our field work, we conducted a literature review to:

  • Understand the psychological constructs
    underlying trust
  • Learn about current practices in food
    innovation and communication
  • Construct a theoretical framework for our report

Our portfolio

The insights from our Trust Project can be used for many purposes. Click on any of the tiles below to see how. 

Innovation

Successful innovations strike the right chord with the target group. They solve a problem, fulfil a need and enthuse the consumer. Success exists by the grace of the consumer.

Communication & Branding

Branding is all about finding your own sweet spot in the consumer’s mind. Communicating is all about making sure you reach the right consumers with the right message at the right moment.

Insights based strategies

Every food brand is concerned with sustainability. Consumers are increasingly asking for more sustainable brands. But the topic of sustainability has many aspects to consider.

Your contact

Do you want to know more about the Citizen Participation Forum project?

Please contact our commercial director Etienne Zervaas.

+31 (0)6 50 21 31 80
etienne@futureoffood.institute

Our mission is to help accelerate the transition to a more sustainable food system, by including the consumer as equally relevant stakeholder.

We offer accessible and clear consumer insights that help all actors in the food chain to effectively support & seduce the consumer to make the sustainable food choice.

Laan van Meerdervoort 36 - 2517AL - Den Haag - The Netherlands - Info@futureoffood.institute