February Message from the Executive Director

Have you had the opportunity to dive into the latest consumer trust research from The Canadian Centre for Food Integrity (CCFI)? If not, you still have a chance to learn more during next week’s webinar – Inside the Minds of Influencers. I invite you to join us for this informative and engaging webinar next week.

To register, click here.

Many of us who have been engaging with consumers know that all consumers are not identical. Traditionally, we have looked at demographic data such as age, marital status, parents or non-parents, etc. to better understand consumers’ questions and thoughts about food and agriculture. This was a good first step to understanding the key differences between consumer groups but we, as food system leaders, can always do better. I am excited that, once again, CCFI is a leading organization on the latest models to understand and engage with consumers. The latest resource we have … digital ethnography.

This research approach gives us a new level of insight – allowing us to understand how and where consumers connect online, emerging trends, trusted brands, sources and channels they use to shape their beliefs and opinions about food and agriculture – all allowing for more meaningful insights to inform our engagement strategies. Now, for example, we not only know that Moms are an influential demographic/voice in food system conversations but we know the type of Moms who are most influential in affecting public conversations – Peak Performing Moms. Conversations about GMOs. Conversations about animal well-being. Conversations about health and nutrition and the list goes on and on.

Please join CCFI on Tuesday, March 7 for on overview of the 2016 research and learn how your organization and you, as a food system leader, can begin putting this research to work. As always, please do not hesitate to let our team know how we may support you as, together, we earn consumer trust in today’s food system.