Spring 2022 ORGANIC REPORT 26 Data & Insights Shoppers Value Organic Attributes, Lack Familiarity with the Label FROM SUPPLY chain failures during the global pandemic to the UN Food Systems Summit, food systems have been in the spotlight for the past two years. While this focus on food systems is welcome, current events also demonstrate how critical it is that institutions work together to ensure that our food systems are working for all people, for animals, and for the planet. Unfortunately, public confidence in these institutions is shaky and degrading. This decline in institutional trust is clearly seen in the 2021 Edelman Trust Barometer that illustrates low levels of trust in all institutions. However, the current report highlights the emergence of business as not only the most trusted institution, but also the only institution that is seen as both competent and ethical. This represents both a real opportunity for business and brands to lead and connect with their consumers, and a huge responsibility for business to reflect consumers’ values and to be a source of credible, useful information. Although consumers trust business more than other institutions, their expectations of business are also growing. Increasingly, consumers demand that businesses and brands reflect their values: 86% of those surveyed expected brands to take action on issues beyond their core business. Consumers know that companies make hundreds of important decisions about how natural resources are used, how people and animals are treated, and much waste is generated before a product reaches the consumer. They want to know that brands have carefully considered each of those decisions and made choices that reflect their values. For a processbased standard like organic certification, this consumer desire for businesses to integrate purpose and societal impact into their processes and culture is particularly interesting. It is in this context that the Organic Trade Association commissioned a study from Edelman Data and Intelligence (DxI) to understand how the broader Trust Barometer findings apply to Organic and specifically examine consumer trust and understanding of the National Organic Program (NOP). We surveyed 7,500 individuals from six markets (U.S., UAE, Japan, Germany, France and UK) to identify how individuals perceive and relate to organic, their expectations of the organic industry, and potential threats and opportunities to build consumer trust. Findings show that while there is general alignment between consumers’ priorities and their impressions of organic products, many consumers are not familiar with the specific requirements behind the USDA Organic seal, and may not understand the certification and inspection process that underpins the organic label. The things people say they care about coincide with many of the elements of the organic standards. When participants are asked about their key concerns in the food and beverage industry, many of their top concerns are aligned with the requirements of NOP. For example, more than 70% of Darci Vetter CONCERNS ABOUT THE FOOD & BEVERAGE INDUSTRY—GEN POP (Shown & Selected Response) The use of chemicals in farming practices The treatment of farm workers and those who work in food processing facilities The environmental impact of the food industry The treatment of animals by the meat and dairy industry The use of genetically modified organisms (GMOs) in farming practices Somewhat concerned Very concerned 79% 33% 47% 35% 42% 77% 36% 40% 76% 31% 44% 75% 30% 42% 72%
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