When it comes to the credibility of food news and information, truth is relative, according to new research from The Center for Food Integrity (CFI). The study identified five consumer segments, how each defines truth and how food news and information move through culture. It provides the food and agriculture industries insights into which segments are driving food trends and how – and where – to connect with them to earn trust.
“In its first-of-its-kind research, we used an innovative approach called digital ethnography to determine what constitutes ‘truth’ and why certain ideas get fleeting mentions while others turn into meaningful food movements” said Charlie Arnot, CEO of CFI. “Certain consumer segments are creating food culture by influencing the information that’s shared and embraced.”