The document discusses trust in the global food and beverage industry based on survey data from 2014. Key findings include: 1. Trust in business and NGOs remained stable from 2013 to 2014, while trust in government and media decreased. The food and beverage industry enjoyed high overall trust ratings. 2. When looking at sub-sectors, trust scores remained high except for fast food restaurants. Some countries like the UK, Spain, and Germany showed particularly large trust gaps between business overall and the food and beverage industry. 3. A deeper dive found food and beverage retailers and food service experienced lower levels of "high trust" in the EU. Fast food restaurants had the greatest gaps between those who

1. 2014TRUST IN TODAY’S
GLOBAL FOOD ENVIRONMENT

2. ONE | The State of Trust

3. Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one
means that you 'do not trust them at all' and nine means that you 'trust them a great deal'. (Top 2 Box, Trust a great deal and Top 4 Box, Trust) Informed Publics in 20-
country global total.
NGOS BUSINESS
GOVERNMENT
TRUST IN BUSINESS AND NGOS REMAINS STABLE, TRUST IN GOVERNMENT
AND MEDIA DECREASES
3
TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2013 VS. 2014
TOTAL TRUST
TRUST A GREAT DEAL
MEDIA
63% 64%
22% 23%
2013 2014
#1
57% 52%
17% 16%
2013 2014
#3
58% 58%
17% 16%
2013 2014
#2
48% 44%
16% 15%
2013 2014
#4

4. Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where
one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics, 25-country global total.
4
20142013 2013 VS. 2014
OVERALL, FOOD & BEVERAGE REMAINS TO FOURTH MOST TRUSTED INDUSTRY
79%
75%
70%
66%
65%
65%
64%
63%
60%
59%
59%
55%
51%
51%
50%
Technology
Consumer electronics
manufacturing
Automotive
Food and beverage
Consumer packaged goods
Entertainment
Brewing and spirits
Telecommunications
Consumer health companies
Energy
Pharmaceuticals
Chemicals
Media
Banks
Financial services
+2
+2
+1
0
0
0
+2
+1
+1
0
+1
-1
-2
+1
0
77%
73%
69%
66%
65%
65%
62%
62%
59%
59%
58%
56%
53%
50%
50%
Technology
Consumer electronics
manufacturing
Automotive
Food and beverage
Consumer packaged goods
Entertainment
Brewing and spirits
Telecommunications
Consumer health companies
Energy
Pharmaceuticals
Chemicals
Media
Banks
Financial services

5. 56%
76%
72%
47%
56% 57% 56%
64%
47%
44%
83%
53%
48% 48%
50%
66%
84%
82%
76%
71% 70%
66% 65%
58% 57%
55%
53%
51%
48%
44%
42%
NETHERLANDS IS AN OUTLIER; SWEDEN SHOULD BE WATCHED
TRUST REMAINED STEADY IN FOOD & BEVERAGE BETWEEN 2013 AND 2014
5
TRUST LEVELS HAVE GROWN – OR REMAINED STEADY — IN THE PAST 5 YEARS
Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where
one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics, 20-country global total.
2009
2014
N.A.

6. 6
TWO | Trust in the Food and Beverage Industry

7. 49%
TRUST IN
BUSINESS
63%
TRUST IN THE FOOD AND
BEVERAGE INDUSTRY
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale
where one means that you “do not trust them at all” and nine means that you “trust them a great deal”.; Q43-60. [TRACKING] Please indicate how much you trust
businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all”
and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 27-country global total
THE FOOD AND BEVERAGE INDUSTRY ENJOYS HIGH TRUST RATINGS
7
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%

8. 8
CHINA STANDS OUT AS THE EXCEPTION
TRUST GAPS PARTICULARLY LARGE IN UK, SPAIN, IRELAND, GERMANY AND FRANCE
63%
79%
70% 70% 69%
65% 64% 63%
61% 60% 59%
51%
48%
43% 43% 42%
49%
63%
57%
45%
48%
56%
64%
49%
34%
41% 41%
26%
43%
38%
33% 33%
Food and Beverage
Business
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where
one means that you “do not trust them at all” and nine means that you “trust them a great deal”.; Q43-60. [TRACKING] Please indicate how much you trust
businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and
nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 27-country global total and across 27 countries
SNAPSHOT OF TRUST IN BUSINESS VS. FOOD & BEVERAGE SHOWS S0ME
SURPRISES

9. 31%
36%
36%
76%
78%
81%
U.K.
Sweden
Germany
UAE
China
India
42%
43%
43%
76%
76%
79%
Poland
Russia
Turkey
UAE
Mexico
India
23%
23%
24%
70%
74%
76%
Germany
Ireland
Spain
India
Indonesia
China
Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where
one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics9
FOOD & BEVERAGE
INDUSTRY
ENERGY
INDUSTRY
TOP- AND BOTTOM-THREE TRUST COUNTRIES FOR FOOD & BEVERAGE SHOW
SOME SIMILARITIES WITH OTHER SECTORS, BUT ALSO SOME DIFFERENCES
FINANCIAL SERVICES
INDUSTRY
INDIA IN TOP-THREE FOR ALL
LOW TRUST LEVELS VARY BY SECTOR

10. 10
Three | Deeper Dive into Industry & Sub-Sectors

11. 63% 62% 62% 61%
47%
Food and Beverage
Industry
Food and beverage
retailers
Food service Food and beverage
manufacturers
Fast food restaurants
11
WHEN WE BEGIN TO LOOK AT SUB-SECTORS, SCORES REMAIN HIGH
FAST FOOD IS ONE AREA OF CONCERN
Q61D-64D. [SPLIT SAMPLE] Now thinking about specific sectors within the FOOD AND BEVERAGE industry, please indicate how much you trust businesses in each of the
following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a
great deal”. General Population in 27 -country global total

12. 63% 62% 62% 61%
47%
23%
18% 20% 19%
14%
Food and Beverage
Industry
Food and beverage
retailers
Food service Food and beverage
manufacturers
Fast food restaurants
12
BUT IF WE START TO PEEL THE ONION, WE BEGIN TO SEE PROBLEMS
AND OPPORTUNITIES
Q61D-64D. [SPLIT SAMPLE] Now thinking about specific sectors within the FOOD AND BEVERAGE industry, please indicate how much you trust businesses in each of the
following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a
great deal”. General Population in 27 -country global total
High
Trust
44%40% 33%42%42%
Little/ No
Trust
37% 38% 38% 39% 53%
“Swing
Voters”

13. 50%
FOOD AND BEVERAGE RETAILERS EXPERIENCE LOWER LEVELS OF HIGH TRUST
IN THE EU
13
SUB-SECTOR HOLDS LARGEST PERCENTAGES OF SWING VOTERS
62%
73% 73%
69% 68% 68% 67% 66% 65% 64%
56%
52% 51%
49%
45%
31%
18%
28%
14%
23%
27%
24% 25% 24%
21%
17%
13% 12% 13%
10%
8%
5%
Q61D. [SPLIT SAMPLE] Now thinking about specific sectors within the FOOD AND BEVERAGE industry, please indicate how much you trust businesses in each of the following
sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”.
General Population in 27-country global total and across 27 countries
High
Trust
31% 33% 35% 36% 44% 48% 49% 51% 51%27% 69%Little or
No Trust
“Swing
Voters”
59% 46% 42% 44% 47% 43% 40% 38% 39% 37% 26%
38%
44%

14. 50%
14
62%
73% 73%
69%
67% 67% 67% 66% 66%
61%
56%
53%
48%
45%
36%
32%
20%
27%
35%
29%
19%
10%
24%
26%
19%
17%
15%
12%
9%
13%
6%
9%
FOOD SERVICE EXPERIENCES GREATER GAPS BETWEEN TRUSTERS AND HIGH
TRUSTERS IN THE EU
Q63D. [SPLIT SAMPLE] Now thinking about specific sectors within the FOOD AND BEVERAGE industry, please indicate how much you trust businesses in each of the following
sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”.
General Population in 27 -country global total and across 27 countries
High
Trust
EU HOLDS LARGEST GROUPS OF SWING VOTERS
33% 33% 34% 39% 44% 47% 52% 55% 64%27% 68%Little or
No Trust
“Swing
Voters”
46% 48% 57% 44% 44% 41% 41% 39% 32% 30% 23%
38%
42%

15. 50%
15
61%
74%
71%
68% 68%
65% 65% 64%
61%
59%
54%
50% 49%
47%
36% 34%
19%
32% 31%
24%
20%
23%
11%
23%
20%
16% 15%
11% 12%
8% 9% 9%
FOOD AND BEVERAGE MANUFACTURERS ARE ON PAR WITH FOOD SERVICE
Q62D. [SPLIT SAMPLE] Now thinking about specific sectors within the FOOD AND BEVERAGE industry, please indicate how much you trust businesses in each of the following
sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”.
General Population in 26 -country global total and across 27 countries
High
Trust
35% 35% 39% 41% 46% 50% 51% 53% 64%32% 66%Little or
No Trust
“Swing
Voters”
48% 42% 54% 41% 43% 39% 39% 37% 39% 27% 25%
39%
42%

16. 50%
16
47%
64% 64%
58%
55%
51%
48%
46%
39%
33% 32% 32%
30%
27%
18% 17%14%
26%
15%
24%
19%
7%
11% 11%
9% 8%
10%
7% 6% 5% 5%
3%
FAST FOOD RESTAURANTS EXPERIENCE GREATEST GAPS IN TRUSTERS AND
HIGH TRUSTERS
Q64D. [SPLIT SAMPLE] Now thinking about specific sectors within the FOOD AND BEVERAGE industry, please indicate how much you trust businesses in each of the following
sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”.
General Population in 27-country global total and across 27 countries
High
Trust
49% 52% 61% 67% 68% 68% 70% 73% 82%54% 83%Little or
No Trust
“Swing
Voters”
35%44% 37% 30% 25% 22% 25% 24% 22% 13% 14%
53%
33%

17. 42%
60%
57% 56% 55%
49% 49% 48%
46%
43% 42%
30% 29%
26%
48%
71%
84%
36%
51%
71%
47%
46%
58%
38%
47%
45%
48%
36%
29%
35%
38%
33%
17
WHY BE CONCERNED ABOUT “SWING VOTERS”?
RESPONDENTS BELIEVE THERE IS NOT ENOUGH REGULATION AROUND FOOD & BEVERAGE
Not Enough Regulation of Business
Not Enough Regulation for Food and Beverage
Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount?
(Not Enough, Too much) Informed Publics, 27-country global total. Q264. When it comes to government regulation of the food and beverage industry, do you think that your
government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.

18. BUT IT ALSO CREATES OPPORTUNITIES FOR INDUSTRY TO LEAD
18
IN AN ENVIRONMENT WHERE THERE IS A DESIRE FOR MORE REGULATION, TRUST IN
THE FOOD AND BEVERAGE INDUSTRY BECOMES FRAGILE
Trust in Food and Beverage
Not Enough Regulation for Food and Beverage
67%
Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where
one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Q148. [TRACKING] When it comes to government
regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-
country global total. Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough
or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.
48%

19. BUSINESS TO LEAD THE DEBATE FOR CHANGE
19
Evaluate
Establish transparent metrics. Report
frequently. Acknowledge performance
and amend as needed.
Advocate
Offer a clearly articulated strategy that
delivers context. Engage and enable to
amplify. Create mass movement.
Participate Partner, listen and build relationships
to inform strategy.
Four | Building Trust

20. Edelman Trust Barometer research
reveals 16 specific attributes which
build trust.
These can be grouped into
five performance clusters listed here
in rank order of importance.
20
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP
RANKS ON A GLOBAL LIST OF TOP COMPANIES
OPERATIONS
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
ADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESS
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY
PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS
PURPOSE
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS
OFFERS HIGH QUALITY PRODUCTS OR SERVICES
PRODUCTS & SERVICES
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES
HAS ETHICAL BUSINESS PRACTICES
INTEGRITY
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS
LISTENS TO CUSTOMER NEEDS AND FEEDBACK
TREATS EMPLOYEES WELL
PLACES CUSTOMERS AHEAD OF PROFITS
ENGAGEMENT
16 ATTRIBUTES KEY TO BUILDING TRUST

21. TRUST-BUILDING OPPORTUNITY
QUADRANT
ENGAGEMENT AND INTEGRITY ARE OF HIGHER IMPORTANCE, BUT BUSINESS IS UNDERPERFORMING
21
STATEDIMPORTANCE
STATED PERFORMANCE
ENGAGEMENT
INTEGRITY
OPERATIONS
PURPOSE
PRODUCTS & SERVICES
HIGH-PERFORMING ON HIGH PRIORITIESUNDER-PERFORMING ON HIGH PRIORITIES
UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES
Now tablestakes, in 2008
Operations were much higher
in importance for building trust.
GREATER EXPECTATIONS: IT’S NOT JUST ABOUT PRODUCTS AND SERVICES
Q80-Q95. [TRACKING] How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not
at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/Extremely Important) General
Publics, 27-country global total.; Q114-129. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-
point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performing Extremely Well)
General Publics, 27-country global total.

22. WHAT DO ENGAGEMENT AND INTEGRITY MEAN FOR THE FOOD AND BEVERAGE
INDUSTRY?
22
CONSUMERS WANT THE INDUSTRY TO COMMUNICATE OPENLY AND TRANSPARENTLY ABOUT HOW
ITS PRODUCTS ARE MADE AND HOW THEY ARE SOURCED
45 / 16

23. THE DOUBLE ROI FOR FOOD AND BEVERAGE
23
REWARDPUNISH
+-
How likely would you be to do the following in relation to a food or beverage company that you consider to be providing healthy and nutritious products?
How likely would you be to do the following in relation to a food or beverage company that you consider to NOT be providing healthy and nutritious products?
88%68%
Refuse to buy that company’s products Buy that company’s products
83%66%
Share negative opinions & experiences about the company Share positive opinions & experiences about the company
85%63%
Criticize that company to others Recommend that company’s products
48%
Pay a premium for that company’s products

24. AffordabilityConvenienceTaste
+ +
THE NEW PURCHASE DECISION EQUATION
24
=My
Values
Health
Sustainable
Practices
Information
Social Good
THE NEW PURCHASE
DECISION EQUATION

25. HOW CAN THE FOOD AND BEVERAGE INDUSTRY WIN OVER THE SWING
VOTERS?
25
Evaluate
Establish transparent metrics. Listen and
analyze. Report frequently. Acknowledge
performance and amend as needed.
Mobilize &
Advocate
Offer a clearly articulated strategy that delivers
context. Engage and enable to amplify. Create
mass movement.
Participate
Become part of the conversation. Partner,
engage and build relationships that inform
strategy and actions.
Lead
Conversations around solutions. Bring
influencers in to understand and experience
what you are doing.

26. On the cover, from top left: Japanese Prime Minister Shinzo Abe: REUTERS/Toru Hanai; Malala Yousefzai: REUTERS/Darren Staples; Brazilian Oil
and Gas Magnate Eike Batista: REUTERS/Fred Prouser; Anti-Government Protests in Turkey: REUTERS/Murad Sezer; Lord Justice Leveson, chair
of The Leveson Inquiry: REUTERS/Stefan Wermuth; Hong Kong Protests in Favor of Edward Snowden: REUTERS/Bobby Yip; U.S. Government
Shutdown: REUTERS/Mike Theiler