Transparency has been one of the biggest buzzwords in the food business. It has driven product reformulations, moved producers to utilize more sustainable practices. It is now no more an option, it’s a requirement. The survey by Response Media underscores its importance as producers, manufacturers and retailers move forward with greater transparency of their products. The survey was carried out Q1 this year with 500 US respondents and mixed gender demographics.
Consumers place a significant value of importance on the source of ingredients; the manufacturing, handling, and shipping of the product; and the sustainability, charitable, and labor policies of a brand.
Consumers primarily want it before and during purchase. So an easy-to-use QR code or NFC tag, combined with the consumers smartphone could do the trick.
So their recommendation is that companies that can deliver content during all stages will secure a stronger level of trust and differentiate themselves from competition.
So, brands must consciously develop and communicate meaningful transparency content to consumers when and where they want it. This transparency have to be founded on a trusted process, or else it is just airy-fairy. This could be a supply chain blockchain tech and RFID process, to ensure the greater transparency and traceability. So there is no need to wait, the first that brings transparency to the food we eat, is going to have a great advantage when people have to chose between products in the supermarket.
© 2018 Kristoffer Just Petersen
Response Media – 2017 Transparency Study