Producers today face challenges of water shortages, urban sprawl, weed and antibiotic resistance, and the never ending battle with Mother Nature, but possibly the biggest hurdle to agriculture is consumer trust.  More than ever consumers are asking questions and requesting transparency in the food process.

How is the industry doing?

Research provided by FoodThink offers new insights into Americans’ understanding of where their food comes from, and notes actionable trends for agri-marketers.

“While the industry may face daunting news of labor shortages, demand for innovative products, environmental scrutiny, and more — here’s a topic that you can take action on,” said Ashley Daggs, animal and food science specialist and FoodThink’s Research Analyst. “Our research confirms that as people become more concerned about the food they eat, they are turning to the source of their food to learn more.”

For those in the industry working to connect consumers with what happens on modern farms, FoodThink offers three areas to which agriculture can be more responsive.  First, perceptions of the food industry are on the rise.  Second, consumers care about how food is produced, and third, farms and ranchers come in a close second to friends and family in terms of trustworthiness.

While these areas are a good “in” with consumers, FoodThink continues their work to find ways to influence trends in a positive way.  You can download the free white paper, “Evolving Trust in the Food Industry” to learn more.