It’s a tough life, isn’t it?
Do you believe in Superfoods? Do they form part of your daily diet?
Right from the point when we leave our home for any work; from the point when we sit at our desk and hope for a good day ahead; to when we complete our works and leave for home to find everything fine and well in place.
Isn’t it the same with every one of us! From every single thing that we do daily; to each of our efforts that we give for doing some work, there is always one single thing that constantly motivates us.
Trust motivates us for everything!
As per definition present in Merriam Webster, trust is:
(1) A charge or duty imposed in faith or confidence or as a condition of some relationship,
(2) Something committed or entrusted to one to be used or cared for in the interest of another
The most important thing to take note here is ‘to be used or cared for in the interest of another’. And, what makes it important? Let us see below.
What is the most crucial thing that allows us to live our life? It is ‘Food’, isn’t it! And, what happens when we start doubting whether the food we are eating is actually nutritious and healthy or not. In other words there is,
A survey conducted by IBM shows that:
‘Less than 1 in 5 consumers the food trust companies to provide them safe food.”
Stating below the major findings:
- 60% of consumers are concerned about the safety of food they purchase,
- 45% have changed shopping behavior to access fresher foods and better quality foods,
- 63% are knowledgeable about the content of the food they buy
Why does it happen? The prime factors are,
- Scandals in food,
- Growth of supermarket power,
- Crisis in obesity, &
- New technological innovations
Above factors have overly shaken people’s trust in food and have rippled negative perceptions.
Romano Prodi, President of the European Commission, gave substantial attention to food safety in his speech to Third Annual Assembly of Consumer Associations on 23rd November 2000. He emphasized on the importance of protecting the health of the citizens and how consumer disdain over food quality due to the occurrence of food scandals.
Consumers have become knowledgeable on most of the things nowadays. In fact, they don’t care how much other knows until they know how much other cares. This consumer belief has shed off due to modern farming techniques. That’s the reason why consumers are losing trust from farmers’ way of doing the things.
Farmers here have a big role to play. They must connect and engage with consumers by sharing their farming techniques and how they take it up. This helps in building trust as consumers will start believing in farmers’ safe ways of producing foods.
Consumers also feel that farmers are more interested in profitability rather than food safety and health. As per them, farmers should have priorities set as: 1st safe & nutritious food; 2nd profitability.
Until unless farmers come forward & take active participation in apprising consumers on safe farming methods; it would be difficult to retain trust in food.