Newsletter – June 2025

Reflections on Trust: At Home and Abroad

As summer begins, I would like to take a moment to reflect on two events that underscore why CCFI’s work and our shared commitment to public trust feel more vital than ever.

Public Trust Summit

The first is what’s coming: the 2025 Public Trust Summit, taking place October 28–29 in Toronto. This year’s theme, ‘Fear, Facts, and Food: The Fight for Trust,’ speaks to the increasingly complex space in which the food system operates. Across the sector, we’re navigating a rising tide of misinformation, polarizing narratives, and growing public skepticism. The Summit will bring together scientists, strategists, and food system leaders to explore how we respond, and how we do so with credibility, clarity, and coordination.

It’s also where we’ll release CCFI’s latest national public trust research, offering a fresh look at what Canadians are thinking, what they’re questioning, and what they need from us as a sector. Our goal is to give attendees not only insight, but tools, practical, actionable ways to build trust in a noisy world.

2025 Americas Agriculture & Food Security Forum

The second moment is one we just experienced: presenting at the 2025 Americas Agriculture & Food Security Forum. At first glance, a public trust initiative like Canada’s Food System might not seem like a natural fit for a hemispheric gathering focused on food security and sustainability. However, as we listened and engaged, it became clear that the challenge of trust is shared across borders.

For example, in the U.S., 88% trust farmers — but only around 20% trust “modern agriculture.” In Brazil, trust drops significantly when environmental concerns are raised. In Mexico, trust is stronger in rural communities but more fragile in urban centres. In Argentina, while there’s high trust in small producers, only 30% trust large agribusiness. In Colombia, social justice concerns are shaping food narratives, while in Chile, trust is highly dependent on perceptions of fairness and sustainability.

And in Canada? We know that 87% trust farmers, but fewer than half trust the food system overall.

These aren’t just perception gaps; they’re real risks to our sector’s ability to operate, grow, and lead.

That’s exactly why we launched Canada’s Food System, grounded in the belief that trust isn’t something we can market our way into. It must be earned through transparency, consistent messaging, and meaningful engagement.

Whether we’re addressing Canadians at home or engaging with global partners abroad, the message is the same: building trust in the food system isn’t a side project, it’s essential infrastructure for the future.

Lisa Bishop-Spencer, CCFI Executive Director