We are a service provider to the Canadian food system through research, resources, training and dialogue.
In three distinct ways, we empower those in the food system to meaningfully engage with their most important audiences on issues that matter.
- We empower and support in ways that earn public trust.
- We provide strategic direction and training to improve alignment between food system practices and consumer expectations.
- We support a balanced public discussion about food and agriculture, serving also as a resource for media and online influencers.
Because we’re not about supporting a certain outcome, we’re able to bring together a diversity of food system leaders and consumers to engage on issues of trust, transparency and sustainability.
First in Consumer Trust
The US CFI was the first to introduce a research-based consumer trust model. We know that consumers want more than science, research and data. To earn their trust, they want to know that those involved in food production share their values when it comes to topics they care about most, like safe food, quality nutrition, outstanding animal care and environmental stewardship. CCFI continues to provide leadership in building trust with new insights on trust-building transparency. The next steps is work on development of a specific index that can be used to measure and improve trust-building transparency in any organization.