22. How do we shift to more sustainable diets? Understanding consumer trust in food: EIT Food’s Trust Report

How do we shift to more sustainable diets? Understanding consumer trust in food: EIT Food’s Trust Report

There is a greater need than ever before to strengthen consumer trust in the food system and its actors. The climate crisis
and the recent war in Ukraine have accelerated the need for a sustainable and resilient agro-food system. Encouraging and
empowering consumers to make environmentally friendly and healthy food choices can be a driving force behind this
transition. However, while most EU consumers are motivated to make healthier and more sustainable food choices, this
does not always translate into a change in consumption habits, and the confidence in the information on sustainability and
healthiness of food products is low. To promote sustainable practices, it is crucial to enhance consumers’ trust in the food
system and the decision-makers involved.

These and other insights will be discussed in this EFF – EIT Food workshop, where EIT Food will present the latest edition of
its annual Trust Report. This document summarises the results of EIT Food’s quantitative (TrustTracker®) and qualitative
(Citizen Participation Forum) research on consumer trust in the food value chain and its actors, covering over 23000
respondents across EU and non-EU countries. The workshop will also stimulate a discussion around recommendations for
initiatives to improve consumer trust.