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2015 Edelman Food Trust Germany

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Das Vertrauen in die Lebensmittelwirtschaft ist im vergangenen Jahr in 19 von 27 untersuchten Ländern gesunken, Deutschland eingeschlossen. Das geht aus dem globalen Edelman Trust Barometer 2015 für die Lebensmittelbranche hervor.

Die Ergebnisse der Vertrauensstudie Edelman Trust Barometer zeigen in 19 der 27 beobachteten Märkte einen Vertrauensverlust in die Lebensmittelwirtschaft, mit den stärksten Einbrüchen in Singapur, Argentinien, Hong Kong, den Niederlanden und Südkorea. Auch in Deutschland ist das Vertrauen gesunken: Nur noch 55 Prozent der Deutschen vertrauen der Lebensmittelwirtschaft, 2014 waren es noch 59 Prozent.

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2015 Edelman Food Trust Germany

  1. 1. 1 THIS EXIT MARKET July 2015 Focus: Germany
  2. 2. 2 • 500 respondents in U.S. and China, and 200 in other countries • Ages 25-64 • College-educated • In top 25% of household income per age group in each country • Report significant media consumption and engagement in business news and public policy • 15 years of data General Online Population • 1,000 respondents per country surveyed • Ages 18+ • 4 years in 25+ markets Online Survey in 27 Countries • 33,000 respondents • 7 years in 20+ markets • 10 years in 10+ markets Informed Public • 15,000 responders • General and influencer consumer populations who report at least a minimal level of engagement* with brands • 12 countries: Australia, Brazil, Canada, China, France, Germany, India, Japan, Mexico, Netherlands, UK, US • 199 multi-national brands, plus approximately 15 brands per country • Across 11 industry sectors, including food, beverage and spirits *To participate in the survey, respondents had to report participating in a minimum of one brand engaging activity in the last 12 months. Brand engaging activities might include things like visiting a brand website, attending a brand sponsored event, following a brand on Twitter, wearing branded clothing, etc. Online Survey in 27 Countries EDELMAN’S 15th Annual TRUST BAROMETER METHODOLOGY
  3. 3. 3 63 76 70 66 63 51 42 43 79 70 69 64 61 65 60 59 48 43 62 77 73 71 64 57 51 45 78 68 68 62 61 59 59 55 45 40 50% 2014 2015 TRUST DECLINES IN 70% OF COUNTRIES General Population PERCENT TRUST IN FOOD & BEVERAGE SECTOR, 2014 VS. 2015 GLOBALLY, INCREASED TRUST IN 8 COUNTRIES; DECREASED TRUST IN 19 +6 +9+5 -6 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
  4. 4. 4 HOWEVER, FOOD & BEVERAGE IS TRUSTED SIGNIFICANTLY MORE THAN BUSINESS IN ALL MARKETS 62 68 73 60 68 48 65 55 57 61 63 51 43 45 71 77 79 62 48 51 59 36 44 46 57 42 30 36 48 36 32 37 56 65 68 58 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 General Population PERCENT TRUST FOOD & BEVERAGE INDUSTRY BUSINESS
  5. 5. 5 50% 62% 76% 68% 64% 63% 62% 59% 57% 55% 54% 50% 48% 48% 33% TRUST IN INDUSTRY VS. BLINDED COMPANIES INDUSTRY TRUST DOESN’T TRANSLATE TO COMPANY TRUST General Population Just because the industry is trusted overall doesn’t mean companies within the industry will be trusted 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, 27-country global total. Q65-73; 210a-213a. [TRACKING] Below is a list of companies. Please indicate how much you trust each company or organization to do what is right, using 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” to do what is right. (Top 4 Box, Trust) General Population, 27-country global total.
  6. 6. 6 PERCENT WITH VARIOUS LEVELS OF TRUST IN EACH INDUSTRY SUB-SECTOR General Population SWING TRUSTERS – A MOVABLE MIDDLE OPPORTUNITY FOR THE FOOD & BEVERAGE INDUSTRY 11% 11% 11% 21% 8% 8% 25% 27% 28% 30% 24% 22% 39% 41% 40% 32% 40% 41% 24% 19% 19% 15% 23% 26% Distrusters (1-3) Neutral (4,5) Weak Trusters (6,7) High Trusters (8,9) Food & Beverage Industry Food & Beverage Retailers Food & Beverage Manufacturers Fast Food Restaurants Agribusiness Farming & Fishery Q61D-63D. [TRACKING] Now thinking about specific sectors within the food 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, 27-country global total.
  7. 7. 7 PERCENT WITH VARIOUS LEVELS OF TRUST IN EACH INDUSTRY SUB-SECTOR General Population SWING TRUSTERS – A MOVABLE MIDDLE OPPORTUNITY FOR THE FOOD & BEVERAGE INDUSTRY 11% 11% 11% 21% 8% 8% 25% 27% 28% 30% 24% 22% 39% 41% 40% 32% 40% 41% 24% 19% 19% 15% 23% 26% Distrusters (1-3) Neutral (4,5) Weak Trusters (6,7) High Trusters (8,9) Food & Beverage Industry Food & Beverage Retailers Food & Beverage Manufacturers Fast Food Restaurants Agribusiness Farming & Fishery Swing Trusters 64% 68% 68% 62% 64% 63% Q61D-63D. [TRACKING] Now thinking about specific sectors within the food 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, 27-country global total.
  8. 8. 8 General Population PERCENT TRUST IN FARMING & FISHERY FARMING & FISHERY ENJOYS HIGHEST TRUST OF ALL SUB-SECTORS 26 36 36 21 25 26 14 21 21 23 18 18 21 32 35 39 41 24 41 34 37 41 44 41 55 42 39 42 45 41 30 38 39 36 35 45 22 22 17 24 19 23 20 27 26 23 26 24 29 18 18 14 16 22 8 7 7 11 8 9 7 9 10 10 9 13 17 9 7 7 3 6 High Trusters Weak Trusters Neutral Distrusters Q61D-63D. [TRACKING] Now thinking about specific sectors within the food 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, 27-country global total. Could higher scores indicate opportunity for industry to engage in new ways?
  9. 9. 9 General Population PERCENT TRUST IN FARMING & FISHERY FARMING & FISHERY ENJOYS HIGHEST TRUST OF ALL SUB-SECTORS High Trusters Weak Trusters Neutral Distrusters Could higher scores indicate opportunity for industry to engage in new ways? Swing Trusters 65 63 56 54 65 63 64 75 69 65 71 65 59 57 56 51 67 50 Q61D-63D. [TRACKING] Now thinking about specific sectors within the food 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, 27-country global total.
  10. 10. 10 General Population PERCENT TRUST IN FOOD & BEVERAGE MANUFACTURERS A LOOK AT THE FOOD & BEVERAGE MANUFACTURING SUB-SECTOR INDICATES A SIMILAR OPPORTUNITY 19 25 33 14 19 11 9 16 11 16 12 13 11 19 26 31 37 17 40 39 37 38 45 37 52 40 38 44 47 29 23 37 41 39 38 41 28 22 20 29 26 32 25 32 32 25 27 35 32 27 26 18 17 27 11 13 9 18 8 18 11 11 17 13 12 20 33 17 6 10 5 14 High Trusters Weak Trusters Neutral Distrusters Q61D-63D. [TRACKING] Now thinking about specific sectors within the food 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, 27-country global total.
  11. 11. 11 High Trusters Weak Trusters Neutral Distrusters General Population PERCENT TRUST IN FOOD & BEVERAGE MANUFACTURERS A LOOK AT THE FOOD & BEVERAGE MANUFACTURING SUB-SECTOR INDICATES A SIMILAR OPPORTUNITY Swing Trusters 68 61 57 67 71 69 77 72 70 69 74 64 55 74 67 57 55 68 Q61D-63D. [TRACKING] Now thinking about specific sectors within the food 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, 27-country global total.
  12. 12. 12 General Population PERCENT TRUST IN FOOD & BEVERAGE RETAILERS FOOD & BEVERAGE RETAILING ENJOYS HIGHEST PERCENTAGES OF SWING TRUSTERS 19 26 28 15 20 14 15 15 11 21 15 13 11 17 24 30 39 17 41 38 37 37 45 37 57 42 39 42 46 35 21 35 43 38 39 45 27 25 24 30 25 35 20 33 29 26 26 32 36 29 27 20 15 24 11 9 10 15 8 12 5 10 18 9 11 18 30 19 5 8 5 12 High Trusters Weak Trusters Neutral Distrusters Q61D-63D. [TRACKING] Now thinking about specific sectors within the food 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, 27-country global total.
  13. 13. 13 General Population PERCENT TRUST IN FOOD & BEVERAGE RETAILERS FOOD & BEVERAGE RETAILING ENJOYS HIGHEST PERCENTAGES OF SWING TRUSTERS High Trusters Weak Trusters Neutral Distrusters Swing Trusters 54 68 63 61 67 70 7268 77 72 75 64 58 67 57 68 70 69 Q61D-63D. [TRACKING] Now thinking about specific sectors within the food 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, 27-country global total.
  14. 14. 14 General Population PERCENT TRUST IN FAST FOOD RESTAURANTS 15 18 26 8 12 8 6 7 8 9 10 9 4 12 17 27 38 15 32 35 33 24 33 24 40 26 28 27 33 17 15 25 34 34 34 40 30 29 24 34 31 34 33 36 35 34 30 33 32 29 32 20 20 30 21 16 16 33 22 32 19 31 28 29 26 40 48 32 17 16 6 13 High Trusters Weak Trusters Neutral Distrusters FAST FOOD EXPERIENCES LEAST TRUST, BUT STILL RETAINS OPPORTUNITIES WITH SWING TRUSTERS Q61D-63D. [TRACKING] Now thinking about specific sectors within the food 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, 27-country global total. Nominal gap between low trust and neutrals and highest distrust creates call-to-action for QSRs
  15. 15. 15 General Population PERCENT TRUST IN FAST FOOD RESTAURANTS FAST FOOD EXPERIENCES LEAST TRUST, BUT STILL RETAINS OPPORTUNITIES WITH SWING TRUSTERS High Trusters Weak Trusters Neutral Distrusters Swing Trusters 54 62 64 57 58 64 58 73 62 63 6163 50 47 66 54 54 70 Nominal gap between low trust and neutrals and highest distrust creates call-to-action for QSRs Q61D-63D. [TRACKING] Now thinking about specific sectors within the food 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, 27-country global total.
  16. 16. 16 General Population PERCENT TRUST IN AGRIBUSINESS DESPITE GMO DATA, AGRIBUSINESS ENJOYS A SURPRISING NUMBER OF SWING TRUSTERS 23 25 34 16 16 24 13 14 11 19 30 20 19 28 30 36 46 27 40 28 37 39 34 37 54 41 42 40 44 40 25 37 38 36 32 43 24 25 19 26 25 25 22 29 28 26 20 25 32 21 22 15 15 21 8 12 7 11 9 8 8 11 19 11 6 13 23 11 6 7 2 7 High Trusters Weak Trusters Neutral Distrusters Q61D-63D. [TRACKING] Now thinking about specific sectors within the food 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, 27-country global total. Could higher scores indicate opportunity for industry to engage in new ways?
  17. 17. 17 General Population PERCENT TRUST IN AGRIBUSINESS DESPITE GMO DATA, AGRIBUSINESS ENJOYS A SURPRISING NUMBER OF SWING TRUSTERS High Trusters Weak Trusters Neutral Distrusters Swing Trusters 58 64 53 56 65 59 62 76 7070 66 64 65 57 60 51 47 64 Q61D-63D. [TRACKING] Now thinking about specific sectors within the food 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, 27-country global total. Could higher scores indicate opportunity for industry to engage in new ways?
  18. 18. 18 50% 69 83 80 78 76 75 74 72 68 67 66 64 64 63 62 62 60 56 General Population Want More Industry Involvement Want Less Involvement Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how much you agree or disagree with the following statements? General Population, 27-country global total. General Population, 27-country global total and across 27 countries. PEOPLE WANT MORE INDUSTRY INVOLVEMENT PERCENT WHO AGREE INDUSTRY SHOULD BE MORE INVOLVED Broad global agreement that the industry should have a say in their country’s nutrition policy…
  19. 19. 19 50% 51 85 70 66 54 54 53 52 52 51 49 45 45 44 42 41 41 12 3 6 5 14 12 9 18 14 10 15 17 9 12 26 17 11 PERCENT WHO AGREE …HOWEVER, PEOPLE FEEL STRONGLY THAT THE INDUSTRY IS NOT REGULATED ENOUGH General Population Not Enough Regulation Too Much Regulation 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? General Population, 27-country global total and across 27 countries.
  20. 20. 20 International Market
  21. 21. 21 Trusted CompaniesDistrusted Companies Refused to buy products/services Chose to buy products/services-63% 80% Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68% Paid more for products/services 54% Shared negative opinions online Shared positive opinions online-37% 48% Defended company 40% Sold shares Bought shares-18% 28% Informed Public TRUST IN INNOVATION MATTERS BEHAVIOR BASED ON TRUST The double ROI for the Food & Beverage industry Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. Informed Publics, 27-country global total. Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. Informed Publics, 27-country global total.
  22. 22. 22 Informed Public #1 most trusted media source: ONLINE SEARCH ENGINES #1 most trusted content creators: FRIENDS AND FAMILY Actions directly related to trust are linked to where people get their information TRUST IN INNOVATION MATTERS BEHAVIOR BASED ON TRUST Trusted CompaniesDistrusted Companies Refused to buy products/services Chose to buy products/services-63% 80% Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68% Paid more for products/services 54% Shared negative opinions online Shared positive opinions online-37% 48% Defended company 40% Sold shares Bought shares-18% 28% Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. Informed Publics, 27-country global total. Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. Informed Publics, 27-country global total.
  23. 23. 23 16 KEY ATTRIBUTES TO BUILDING TRUST INTEGRITY Has ethical business practices Takes responsible actions to address an issue or crisis Has transparent and open business practices ENGAGEMENT Listens to customer needs and feedback Treats employees well Places customers ahead of profits Communicates frequently and honestly on the state of its business PRODUCTS & SERVICES Offers high-quality products or services Is an innovator of new products, services or ideas PURPOSE 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 OPERATIONS Has highly-regarded and widely-admired top leadership Ranks on a global list of top companies Delivers consistent financial returns to investors Edelman Trust Barometer research reveals 16 specific attributes that build trust. These can be grouped into five performance clusters listed here in rank order of importance. 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) Informed Public, 27-country global total.
  24. 24. 24 STATED IMPORTANCE VS. STATED PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUST TRUST-BUILDING OPPORTUNITY QUADRANT UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES ENGAGEMENT INTEGRITY OPERATIONS PRODUCTS & SERVICES StatedImportance Stated Performance PURPOSE Informed Public 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) Informed Public, 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 nine-point scale, where one means they are "performing extremely poorly" and nine means they are "performing extremely well." (Top 2 Box, Performing Extremely Well) Informed Public, 27-country global total.
  25. 25. 25 RATIONAL EMOTIONAL SOCIETAL 92% WANT TO DO BUSINESS WITH COMPANIES THAT SHARE THEIR VALUES MEETING PEOPLE’S THREE NEEDS STATES COMPOUNDS BENEFIT TO BRANDS RATIONAL EMOTIONAL SOCIETAL Recommend Share Brand Content Share Personal Info Defend Purchase 12% 12% 11% 10% 8% Meeting people’s three needs states compounds benefit to brands.
  26. 26. 26 BUILDING AND DEFENDING TRUST: CLEAR PERSONAL AND SOCIETAL BENEFITS ARE KEY 53% 39% 32% Fails to Contribute to the Greater Good Lacks Economic Growth Does Not Help Me and My Family Live a Fulfilling Life 57% 51% 47% Produces Economic Growth Allows Me to Be a Productive Member of Society Contributes to Greater Good Reasons Trust in Business Has Increased Informed Public Reasons Trust in Business Has Decreased 47% 53% 81% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY] and Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY]. Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, 27-country global total.
  27. 27. 27 IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE FOOD & BEVERAGE INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS WHAT BEHAVIORS BUILD TRUST? Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-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 4 Box, Trust) General Population, 27-country global total. Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. General Population, 27-country global total and across 27 countries . General Population Gap Importance of Behavior vs. Industry Performance -19 -26 -23 -14 -21 -25 -18 -16 -1849% 56% 56% 53% 57% 65% 57% 58% 65% 67% 72% 74% 78% 78% 79% 80% 84% 84% Makes me feel connected to something bigger Develops intellectual property Supports local charities and good causes Is transparent in reporting progress on company's social responsibilities Embraces sustainable business practices Makes my life easier Keeps me and my family safe Protects customer data Ensures quality control Importance of Behavior in Building Trust in a Company Food & Beverage Industry
  28. 28. 28 Make test results available publicly for review 80% Partner with an academic institutions 75% Run a pilot or beta tests 71% Partner with an NGOs 63% Partner with governments 55% Informed Public TRUST IN INNOVATION: TRANSPARENCY AND 3RD-PARTY VALIDATION ARE ESSENTIAL ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES 55% AGREE: New developments are not tested enough Q365-369. Below are a number of actions that could impact your trust in business and industry to develop and implement technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust? Informed Publics, in [INSERT COUNTRY]. Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too much) Informed Publics, in [INSERT COUNTRY].
  29. 29. 29 THE NEW FORMULA FOR BUILDING TRUST IN THE FOOD & BEVERAGE SECTOR Discovery Discovery isn’t just about new products. It’s the development of technologies that advance sustainable storage, distribution, purchase and consumption. It’s the understanding human interaction with ingredients and products. It’s about deepening our knowledge of the food ecosystem, and how it is impacted by R&D, energy conservation and natural resource use. = (D Benefit It’s essential that the industry communicate the value and benefits of its products. From the seeds that are placed in the ground, to the technology used to develop, package, store and distribute products, the industry must engage around the rational. emotional and societal benefits it brings to the table. B+ Integrity What’s in it and how was it grown, raised or harvested? Consumers and informed publics need to feel confidant that those involved in every aspect of the food and beverage products they consume are open and honest about every ingredient involved in production and distribution. They’re also concerned about ethical business practices, which includes how the industry interacts with its employees, communities and the planet. I)+ E Engagement Engagement is the multiplier factor. It’s engaging with stakeholders throughout the supply chain and building partnerships of mutual benefit to co-create and collaborate around solutions. How industry players engage is essential not only to building trust, but ultimately to building market share. TTrust Building Trust in today’s transformative food & beverage environment requires three core ingredients: • Driving innovation (products and processes) that meet not only individual and business needs, but also societal needs; • Rational. emotional and societal benefits are needed; and • Transparency and ethical business practices, including treating employees well.
  30. 30. 30 THREE ACTIONS THE FOOD & BEVERAGE INDUSTRY CAN TAKE TO BUILD TRUST BehaveSolve Engage We must engage with new rigor and self- awareness. We must show commitment to robust relationships and partnerships, transparency and consistency in reporting, active listening to stakeholders’, and a willingness to help all stakeholders, including consumers, understand what’s in our products and how they are grown, harvested, produced, distributed ad brought to market. Ultimately this is an action of leadership, culture and conduct. We must apply our unparalleled perspective and skill to solving the world’s toughest problems. Shifting demographics, the environment, nutrition security and global connectivity place unprecedented pressure on our global food supply. They also provide an opportunity, for the food & beverage industry to bring new ideas and products to market that yield benefit, while ensuring the connection between new developments and societal benefits like nutrition security, energy conservation and environmental protection. With those issues comes the opportunity to explore innovative products and services that are more than profit-drivers. They also can be about solutions to larger community, national, regional and global issues. We must adopt a new framework, rooted in facilitating two-way dialogue, sharing information and fostering collaboration amongst all stakeholders in the food & beverage arena. Because developments and products do not speak for themselves, our companies and brands must actively engage a broad range of stakeholders to facilitate greater understanding through stories that reach and touch audiences. We must also explain product and brand attributes, explaining the technology behind R&D. We also have to communicate how we bring new products and practices to market. We need to invite stakeholders in and let them immerse themselves in our companies and brands. And we should actively engage in partnerships, encourage feedback, listen to others’ feedback.
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