Consumer trust in the food and beverage industry has decreased drastically, despite surging at the beginning of the COVID-19 pandemic. The 2021 Edelman Trust Barometer: Trust and the Food and Beverage Sector uncovers a 12-point decline in trust globally, the largest of any sector measured, following a major surge last spring.
“People had high hopes and had real connections with these brands and had high hopes for what they would be able to achieve. This was largely driven by food producers and grocers,” said Alex Armentano, Edelman vice president of crisis and risk, during the May 20 Florida Department of Citrus (FDOC) webinar.
Aside from the COVID-19 pandemic, the food and beverage industry is facing another challenge: false advertising across social media platforms. According to Armentano, a false story on social media reaches 1,500 people six times faster than a factual story. He says 60% of consumers will buy or boycott based on a brand’s response to hot-button social issues.
Armentano recommends combating misleading or inaccurate information by communicating directly to consumers and finding allies to spread your message.
Keeping current on research is also important. It’s important to fact-check when communicating with consumers and defending your narrative, advises Armentano. But that’s not the whole picture; it’s even more important to get your message out there before consumers see a source that is deceptive.
In addition, he says it’s important to promote all of the positive benefits of your product and brand. Specifically, when talking about Florida orange juice, place emphasis on the nutrient density and wellness benefits of the beverage.
Ultimately, there is no single thing that will completely restore consumer trust. However, it’s important to keep your brand as authentic as possible while building your messaging and getting it out there quickly.
View the FDOC webinar materials here.
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