The Canadian Centre for Food Integrity (CCFI) is a not-for-profit organization based in Kansas City, Missouri, whose mission is to help today’s food system earn consumer trust.
In partnership with Iowa State University, CCFI was the first to build a research-based consumer trust model. Our peer-reviewed and published model for building trust shows that confidence (shared values) is three-to-five times more important than competence (skills and technical expertise or science) in building consumer trust.
We go beyond the research to convene and empower food system stakeholders to apply the research to their practices in order to better align with consumer values and expectations.
CCFI provides leadership to foster support for the belief that producing healthy, affordable food using fewer resources through responsible production, processing and distribution is the ethical choice that is right for people, animals and the planet.