The Center for Food Integrity
Innovation
Throughout history, innovation has enabled agriculture to provide a rich variety of safe, nutritious and affordable food. New discoveries and technologies are essential to continue to sustainably grow food to meet the needs of an increasing global population.
New innovations can help diminish impacts on the environment, enable crops to withstand weather extremes, alleviate animal disease and suffering, reduce food waste, improve the nutrition and quality of foods, produce alternative proteins, and make farming more sustainable.
At The Center for Food Integrity, we are excited about agtech, while recognizing the challenges to be addressed.
Our latest Illuminate™ Insights research shows that Millennials and Gen X are especially interested in the possibilities of food innovation. They believe that technology can offer new ways to extend human life span. They also believe technology can help address issues such as social justice, environmental sustainability and animal well-being.
In order for these goals to realized, innovation needs an environment where it can thrive, which can only be achieved when consumers have trust in those developing and deploying technology. Our research identified five key factors that drive consumer acceptance of technology:
- Belief that food resulting from technology use is safe to consume
- Risks outweigh perceived risks
- Information on food produced through technology is readily available so consumer can make an informed, voluntary choice
- Technology can help ensure a consistent supply of food
- Technology promotes greater sustainability by making more with less environmental impact.