The Center for Food Integrity
The Center for Food Integrity collaborates with some of the industry’s leading social scientists to analyze and interpret data to better explain consumers’ current mindset and what may be on the horizon.
Getting into the minds of consumers to better understand their attitudes and actions is essential to building trust in today’s food system. That’s why since its beginning, The Center for Food Integrity has conducted research and collaborates with some of the industry’s leading experts analyzing and interpreting data on a variety of food and ag topics to understand consumers’ current mindset and gain insights into what may be on the horizon.
In 2024, we are working with our partners to give members unique access to the latest research with a focus on transparency. Topics we are exploring this year include:
CFI has previously partnered with Lux MotivBase, an artificial intelligence anthropologist team that does real-time observational ethnography to provide comprehensive, members-exclusive reports related to consumers and transparency. These reports detail consumer attitudes, behaviors and fears and identify emerging trends to help build trust in today’s food system.
Consumers want to make decisions based on facts and avoid looking ignorant as they navigate food choices. Layer in sustainability concerns and numerous factors are at play. CFI’s Illuminate Insight Report examined this complex topic, finding that transparency in sustainability across the food system is a relevant and growing motivator for consumers, but it is not yet mainstream.
Consumers want to improve their relationship with food, eating for both nutrition and mental well-being. CFI’s Illuminate Insights Report examined consumer views on this topic, finding that influential consumers want to prove they are living a well-balanced life. They have specific demands for the food chain, which they reveal through the microcultures identified in this research.
Technology has the power to improve their lives through their food choices, many consumers believe. They are particularly interested in how innovation can reduce food waste and make better use of limited resources. Transparency around innovation is critical and they want to know how technology is being used in the food they consume.
The numbers are sobering: one in six children in the U.S. are food insecure, 63 percent of senior households have to choose between food and medical care. CFI’s Illuminate Digital Cultural Insights examined consumers’ concerns about food security and transparency, uncovering actions the food chain can take.
CFI members have access to the full Illuminate™ Insights reports.
Share your contact information with our team to learn how CFI can help.