Farm to fact
Consumers trust farmers, the most trusted actors in the food system1
Consumers believe companies are communicating their sustainability initiatives correctly2
Transparency and traceability bring knowledge to empower every choice
The increasingly skeptical and research-driven consumer now demands proof, not promises to trust what they eat. Credibility is built on concrete data (sustainability, health benefits, processing, sourcing, and pricing).
Technology is expected to deliver information across the entire food journey, verifying authenticity and integrity.
Trust grows through transparency and honest storytelling that demonstrates real benefits. While real knowledge empowers choices, personal data handling is a growing concern.
Images: I. Koa. Blockchain technology to show fair farmer payments.|II. French government. Origin'Info logo indicates the geographical origins of raw materials.
Sources: 1. EIT Food Consumer Observatory Trust Report 2024, May 2025. |2. Euromonitor Voice of the Industry: sustainability survey, 2024.
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