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Building trust in today’s food system
Strengthening trust as a strategic capability across the food and agriculture value chain.
Our Purpose
Trust is a strategic capability.
The equation for building trust in food and agriculture has become significantly more complex. Authority is fragmented. Narratives move faster than organizations can respond. Decision cycles are shortening and the consequences of getting it wrong play out in real time.
For more than two decades, CFI has helped food and agriculture leaders understand the values, beliefs and drivers that shape trust. Now, The CFI Integrated Trust System™ gives organizations the intelligence, strategy, activation and measurement to integrate trust within their organization, their sector and their role in the food system.
The CFI Integrated Trust System™
Five phases.
Five phases.
One continuous loop.
Trust becomes a self-reinforcing strategic capability.
The CFI Integrated Trust System™ is our proprietary framework — the backbone of everything we do. It links predictive consumer intelligence to strategic alignment, activation and measurable outcomes, giving food and agriculture leaders a complete, connected approach to building lasting trust.
Explore the Full System01
Predict
Surface narrative risks and strategic opportunities
02
De-Risk
Identify and validate the drivers of acceptance
03
Align
Turn intelligence into an activation-ready strategy
04
Activate
Amplify trust through credible messengers, trusted voices, and values-led engagement
05
Measure
Quantify trust impact and shifting beliefs
From Intelligence to Impact
The System Delivers
The System Delivers
four integrated capabilities.
CFI Trust Intelligence™
Know how your narrative will land — and with whom — before you act. Powered by five living belief engines built from CFI’s proprietary ethnographic research.
Explore Intelligence
Strategic Alignment
Translate belief-based intelligence into organizational strategy through facilitated workshops.
Explore Strategic Solutions
Trusted Voices Network
Amplify your message through credentialed experts and trusted voices with reach, curated through CFI’s proprietary Influencer Power Score™.
Explore TVN
Trust Measurement
Track trust impact and shifting beliefs at the category level through proprietary metrics reported in our annual CFI Trust Index™.
CFI Insight
“Science is essential, but it’s not sufficient. Trust is built on beliefs — what people believe to be true about the food they eat, the companies that produce it and the systems behind it.
The organizations integrating trust into how they make decisions, communicate and engage stakeholders are the ones that will lead.
CFI Membership
Shape the agenda.
Shape the agenda.
Influence the narrative.
CFI membership puts the full power of our Integrated Trust System in your hands. Work alongside industry peers, leading researchers and coalition partners to set the agenda, co-create solutions and build the trust that protects your business — and the food system we all depend on.
Research Access
Full library of CFI trust research, consumer insight reports and emerging trends briefings.
Intelligence Tools
Priority access to CFI Trust Intelligence™ powered by our Insight Engines and CFI Trust Index™ benchmarks.
Peer Network
Connect with leaders across the food and agriculture value chain.
Agenda Setting
Help shape CFI’s research priorities and strategic solutions as a trusted industry partner.
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