The CFI Integrated Trust System™
Our operating system for building, activating and measuring trust in food and agriculture.
5
Phases · One continuous loop
Five phases. One continuous loop.
Trust becomes a strategic capability.
The CFI Integrated Trust System™ is a proprietary framework that links predictive consumer intelligence to strategic alignment, impactful activation and measurable trust outcomes.
How the System Works
Predict
Surface strategic opportunities
>
De-Risk
Identify & validate drivers of acceptance
>
Align
Leverage validated insight to create strategy
>
Activate
Build & amplify trust through credible messengers & values-led strategy
>
Measure
Quantify trust impact
1
Predict
Understand the mind of the market before you act.
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Belief-Based Predictive Intelligence Grounded in Ethnography
Interpret how consumer belief archetypes will respond before launch.
Foresight & Opportunity Mapping
Spot emerging trust gaps, shifts and strategic opportunities early.
Benchmark against the validated CFI Transparency Model™.
Custom primary research, ethnography, segmentation.
2
De-Risk
Validate before you invest.
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Quantitative Validation & Acceptance Testing
Acceptance Research & Modeling
Quantify real acceptance signals, validate benefit-led narratives and test messaging believability.
Transparency Strategy™
Operationalize transparency as a trust driver.
Align sustainability claims with consumer belief.
3
Align
Turn intelligence into an activation-ready strategy.
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Facilitated strategy design grounded in the CFI Trust Model™
Translate beliefs and values data into strategy.
Equips food/agriculture stakeholders to engage with credible, emotionally resonant, fact-based messaging that reframes conversations constructively — not defensively.
Strategic Alignment Facilitation
Align leadership and cross-functional teams around strategy, messaging and messengers.
4
Activate
Science with reach. Influence with evidence.
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Amplify trust through credible messengers and values-led engagement
Our network of credentialed experts and credible voices, deployed with the right message to the right audience at the right moment.
Science-based content connecting consumers with objective, evidence-based information.
Scale the reach and impact of trusted voices to drive measurable shifts in public trust around key food and agriculture topics.
Intimate, in-person convening for capacity building and coordinated trust strategy.
5
Measure
Quantify trust impact.
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CFI Trust Index Report™: Measuring Trust Signals and Belief Shifts
CFI Trust Signals™
Real-time indicators of emerging trust dynamics and belief shifts.
Trusted Voices Power Score
Our model for scoring messenger credibility, reach and trust alignment.
CFI Net Trust Score™
Category-level metric tracking whether trust is building or eroding, weighted by archetype population and influence.
CFI Membership
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 AccessFull library of CFI trust research, consumer insight reports and emerging trends briefings.
Intelligence ToolsPriority access to CFI Trust Intelligence™ powered by our Insight Engines and CFI Trust Index™ benchmarks.
Peer NetworkConnect with leaders across the food and agriculture value chain.
Agenda SettingHelp shape CFI’s research priorities and strategic solutions as a trusted industry partner.
Full System Access
Join the network that leads on trust.
Membership Benefits Include:
✓
CFI Trust Intelligence™ Insight Engines✓
Net Trust Score™ benchmarks✓
Full research & insights library✓
Exclusive member events & peer network✓
Agenda-setting influence✓
Annual CFI Trust Index™ — Category-level trust scores across the food system✓
Shifting Beliefs Report — Year-over-year analysis of how consumer belief systems are evolving