The proliferation of social channels and other online platforms means everyone has a voice. “Experts” abound, credentialed or not, with their own truths around topics like health, politics, social issues – and the food system.

The phenomenon has created silos of information where people gravitate toward those who share their values – people who are “like them.” That’s who they trust and they rarely stray outside of the silo’s confines.  

It’s not surprising when you consider CFI’s Trust Model, which shows shared values are three to five times more important to earning trust than simply sharing facts.   

So, how do those in food and agriculture reach consumers in this fragmented society?  

Enter Influencer Experts

Strategically integrating influencers into your engagement approach is a powerful solution. Influencers serve as authentic intermediaries uniquely positioned to bridge gaps in trust and understanding between consumers and the complex world of food production.

Since 2009, CFI has conducted influencer tours, giving carefully vetted influencers backstage passes to farms and food production. We create engaging, immersive experiences, empowering influencers to create authentic, compelling content through videos, blogs and recipes that resonate deeply with their audiences.

On one tour alone, influencers reached a combined audience of over 10 million followers, with nearly 800,000 views of the virtual tour videos CFI produced and distributed through our consumer-facing site bestfoodfacts.org.

These are just a few of the influencer comments shared that reflect what we hear on every tour:

• “I just have a greater appreciation for farmers and ranchers.”
• “A lot of myths that I’ve heard were debunked on the trip.”
• “I had no idea that there was this much technology. When I envisioned a farm, it wasn’t this.”

Now, CFI’s latest research, “Truth Defined: Mapping Consumer Beliefs in Food & Agriculture,” further illustrates why influencer events are impactful.

The research identifies five distinct consumer segments, each with unique definitions of what’s true for them when it comes to food and how it’s produced. What we see across all segments is when it comes to trust, there is more reliance on personal experience. However, two segments stand out – the Authenticity Seeker and Comfort Seeker – as those that most crave the first-hand, genuine engagement influencers can provide.   

 Authenticity Seeker

The Authenticity Seeker segment is just 14% of the population but they have influence on other segments. Our research shows that if you reach this segment, you can reach 76% of the population.

For Authenticity Seekers, truth is about honest, first-hand information, free from corporate messaging. Their motivation is to stay true to themselves and live authentically. The deepest connection is with individual, like farmers, restaurateurs, dietitians and food producers. To them, truth is discovered through lived experiences and honest dialogue. They use social media to connect with real, unfiltered content – valuing transparency.

Ideally, an Authenticity Seeker wants direct interaction with a farmer or food producer to see practices in action and ask questions. However, in-person opportunities are limited. That’s where influencers can fill the gaps, sharing their lived experiences.  

Comfort Seeker

To the Comfort Seeker, 43% of the population, truth is about reassurance. They gravitate toward the safe and familiar – not complex science and concepts – as they strive to be competent providers for their families.

The research shows that the Comfort Seeker specifically trusts influencers “like me” – feeling an emotional resonance. That’s what influencers do for the Comfort Seeker. They are the experts on the ground – sharing first-hand experiences in a way that resonates. They provide the Comfort Seeker the permission they’re seeking to make decisions with confidence.

Applying the Insights for Strategic Impact

Influencer tours and other events that leverage their peer-to-peer expertise are an excellent resource as you look to elevate thought leaders in your industry to credible, trusted and relatable sources. It’s how we break down the silos and demonstrate that those raising, growing and producing food share the values of those looking for credible information from people who they believe have their best interest at heart.

Our new research includes in-depth information on the five consumer segments – everything from complete demographics, definitions of truth and motivations to brand affiliation, trusted sources and influencers they follow. Leveraging these insights will enable your organization to craft targeted engagement and influencer strategies to help you connect with your most important audiences.

 Interested in a deeper dive into our research or how to develop a tailored influencer strategy?  Contact us at learnmore@foodintegrity.org.