5 Ways Food Suppliers Can Win Back the Trust of Consumers
It comes as no surprise that the American consumer has steadily grown distrustful of the food industry in recent years. Our inability to unplug from the 24-hour news cycle and a collective heightened awareness of the external factors influencing our well-being has cooked up an overwhelming amount of concerns.
Indeed, a recent survey found that 55% of American consumers are becoming more distrusting in the food industry. This elevated wariness coincides with a steady rise of food recalls, which have more than doubled in the US between 2004 and 2014.
But all hope is not lost for food suppliers. There is still time to win back consumer confidence in our industry more than ever before. And it can be done in five easy ways:
1. Champion responsible practices.
There must be balance between humans and animals. In return for animals providing our food, we must afford them a dignified existence, one that allows them to live as naturally as possible. Think cage-free and pasture-raised, and natural processing. Doing so could actually reward you financially with regard to consumers. An American Humane Society study shows that 74% of American consumers are actually willing to pay more for responsibly raised meat, dairy and eggs.
2. Be transparent in your methods.
A new generation known as “conscious consumers” has been on the rise. This generation, described in a BBMG report as those who “[demand] that companies be transparent about their practices and accountable for their impact on people and the planet,” accounts for nearly nine in ten Americans. And for companies who have nothing unsavory to hide, what is the harm in being honest about your practices and products? Many food suppliers may say they just don’t know how to be transparent, but there are tools and platforms arising that will make it simpler. For example, Eco-Profiles allows companies to be upfront with consumers about their recycling and conservation efforts.
3. Go above and beyond the law.
While there are federal and state laws that govern how farm animals are treated at slaughterhouses (though not so much at farms), often the legal system is designed to protect suppliers more so than animals. In fact, New York Times columnist Mark Bittman coined the term “ag-gag” in 2011 to describe laws that punish those who take and distribute videos or photographs of shady practices at farms (often factory farms). Given the rising consumer concern with the responsible treatment of animals, suppliers must then take it upon themselves to go above the law and be a reasonable voice for the animals and their welfare. Be your own whistleblower.
4. Invest (yes, with money) in mitigating health and safety risks.
With the surge of food recall in recent years, health and safety in the food industry is top of mind for consumers. And while the technology and tools to mitigate public health risks — such as traceability tools — can be costly, it will be worth it for your business in the long-run. According to a Deloitte and Grocery Manufacturers Association study, the average cost for a food or product recall for a company is $10 million. As if that wasn’t enough, it’s hard put a price tag on the public trust that would otherwise be lost for suppliers involved in a recall situation.
5. Build relationships with your consumers
Broader consumer habits have begun to shift in recent years, with people attributing significantly greater importance to brands sharing their values and beliefs. This applies directly to the food industry, and can make all the difference when looking to gain back your audience’s trust. According to The Fourth Annual Food 2020 study, 54% of those respondents believe the best food comes from local farmers with whom they can interact, and 49% trust the quality of local retailers more than mass supermarkets. They trust those with a face to the company, not just a name.
We at Acornseekers strive to meet all of these and more for our loyal consumers. After all, it is exactly the basis of which our company was founded, and why we’ve spent countless time and effort to ensure every provider and partner with which we interact upholds the same values. We believe in fine food, produced from responsible treatment and natural ingredients, all while nurturing relationships along the way.
So remember, we are what we eat. In our opinion, it all comes down to this: if you do good, then you will do well!
Sergio Marsal Colom President & CEO, Acornseekers
