Building Trust in What We Eat
April 5, 2013

FoodThink, a research-based initiative from Sullivan Higdon and Sink, was developed to uncover insights about food in America that can help agri-marketers craft effective communications to advance industry knowledge and confidence. 
The newest FoodThink white paper, Building Trust in What We Eat, explores what consumers know (or think they know) about where their food comes from before it reaches their plates. 
Valuable insights to agri-marketers include:
Americans crave more information about food production: 69 percent of consumers think it’s important to understand how their food is produced.
When you can’t bring consumers to the farm, bring the farm to consumers: 19 percent of people who visit farms feel better about the safety and quality of the food they eat.
The agriculture community can gain more consumer confidence: More consumers trust the agriculture community than food manufacturers, though there is room to improve their confidence with transparency and education. Interestingly, consumers are more trusting of farmers and ranchers than of the academic community or media.
The report can be downloaded at