A model for (re)building consumer trust in the food system

Area of Science:

• Food safety and supply chain management.
• Consumer behavior and trust dynamics.
• Risk communication and crisis management.

Background:

• Consumer trust in the food system is crucial but can be eroded by incidents.
• A complex global food system necessitates robust strategies for trust-building.
• Existing models for rebuilding food system trust are limited.

Purpose of the Study:

• To develop a best practice model for rebuilding consumer trust in the food system.
• To identify key strategies for food system actors before, during, and after a food incident.
• To provide a framework for enhancing transparency and credibility in food supply chains.

Main Methods:

• Qualitative interviews with 105 food system actors (media, industry, regulatory) across Australia, NZ, and UK.
• Development of strategy statements based on interview data.
• Quantitative survey to validate and prioritize identified strategies.
• Model development integrating key strategies for trust rebuilding.

Main Results:

• Ten strategy statements emerged, including transparency, proactivity, credibility, and consumer focus.
• Five core strategies were identified as key to rebuilding consumer trust.
• A best practice model was developed, integrating these strategies for use by food system actors.
• Participant agreement and prioritization of strategies were established through survey data.

Conclusions:

• A comprehensive model for rebuilding food system trust is essential in complex global supply chains.
• Implementing strategies such as transparency, proactivity, and consumer-centricity is vital for food system actors.
• The developed model offers a practical framework for enhancing consumer confidence following food incidents.