Research is at the heart of all we do. From food industry trends to consumer attitudes and behaviors, The Center for Food Integrity conducts research and provides expert insights to help those growing, raising and producing our food make sound decisions in an ever-evolving landscape.
At The Center for Food Integrity (CFI), our peer‐reviewed and published Trust Model℠ shows that shared values are up to five times more influential than expertise in building trust. When we lead with empathy and acknowledge the motivations behind consumers’ decisions, we create a credible foundation that can withstand conflicting information and polarized opinions, a critical advantage in today’s evolving food and agriculture landscape.
2025 Belief-Based Research – Truth Defined
Building on the principles of our Trust Model℠, CFI, in partnership with FMI – The Food Industry Association, has introduced its latest belief-based consumer research. This research identifies five distinct consumer segments, each with its own perspective on what constitutes “truth” in food and agriculture. Some prioritize transparent storytelling, while others rely on rigorous data or community values. Recognizing these variations helps stakeholders tailor messaging to truly resonate, especially among the two most influential segments that steer much of the conversation around credibility and buying decisions.
Why It Matters
Amid proliferating information channels and contradictory “facts,” trust is a precious currency. The insights from our research clarify how to connect with consumers on a shared foundation, bridging gaps through empathy, credible information and a focus on what truly matters to each segment.
By aligning communication with these core drivers, organizations can:
To see how the fundamentals of trust underpin consumer acceptance and public support, visit our Why Trust Matters page.
Moving from Insights to Impact
Our latest research offers practical ways to ground your communications in CFI’s Trust Model℠, addressing each segment’s deeper values while still highlighting scientific rigor and transparency. By blending empathy, clarity, and data, you can guide consumers through today’s most complex challenges in food and agriculture.
Truth to Trust: 2025 Consumer Insights in Action
Uncover five distinct consumer segments – and their definitions of “what’s real” with CFI’s newest research and strategic framework. Grounded in our peer-reviewed trust model, Truth to Trust helps food and agriculture organizations build credibility in a complex environment where personal beliefs, polarization, and “someone like me” can override facts alone.
What We Offer
Target the Right Audience: Map your organization’s priorities to each belief-based segment for deeper credibility and loyalty.
Build Evidence-Based Messaging: Develop authentic, values-driven outreach that connects with today’s skeptical consumers.
Implement with Confidence: Partner with us to execute influencer strategies, digital content, and more, ensuring plans move beyond paper into real-world impact.
Equip Your Team: Use our interactive workshops and toolkits for consistent messaging and stakeholder alignment.
Measure & Refine: Track your progress with an adaptive plan that fosters long-term trust and results.
Gen Z has a distinct set of values, attitudes, behaviors, priorities and purchasing power and is already impacting the food system.
CFI conducted digital ethnography, quantitative research and immersive Gen Z experience to develop a 360-degree look at this unique segment. We examined this important demographics to learn more about them as consumers, farmers and members of the work force.
Innovation is essential to make the food system forward to sustainably produce the food the world needs. But while consumers readily accept some new technologies for food and agriculture, they resist others.
In this research, CFI identifies the factors that drive acceptance or rejection of technology in agriculture. The findings led to several strategic steps that researchers, technology developers, farmers, food companies and others can take to make technology more appealing to consumers.