Consumers are increasingly becoming skeptical of packaging claims and seeking answers about how their food is made.
Ninety-four per cent of consumers believe brands should be transparent about the ingredients and production processes of food and 73% are willing to pay more for items that offer complete transparency, according to a 2016 study by Label Insights. However, many food companies struggle to deliver on this request, oftentimes developing strategies that fall flat and fail to connect with consumers.

TransparencyIQ, a Path to Purchase Institute event, wants to break down the barriers between brands and consumers and help companies capitalize on the power of transparency. Taking place Oct. 17-18 in Rosemont, Ill., the conference will highlight the value of transparency as a strategic business advantage, best practices in marketing products, tools for maximizing category growth and opportunities to connect with CPG companies, retailers, solution providers and agencies.

“Product transparency is affecting how consumers make choices in selecting groceries, health and beauty items, and dining,” said Michael McMahon, president and executive director, Path to Purchase Institute. “That’s why the Path to Purchase Institute is presenting this vital information. It’s an issue that can make a huge difference for brands and retailers facing a very competitive market.”

The event offers attendees an opportunity to discuss challenges, gain insights, share best practices and learn from diverse perspectives. Highlighted topics and speakers include: 

• Front lines of Transparency: Retail Opportunities, led by Fred Bedore, senior director, sustainability, Wal-Mart Stores, Inc, Bentonville, Ark. 

• Communicating Transparency: Right Message, Right Medium, led by Deborah Arcoleo, director of product transparency, The Hershey Co., Hershey, Pa.

• Why Transparency Matters, led by Jay Porter, president, Edelman.

• The Building Blocks of a Transparency Strategy, led by Kristi Weaver, partner, McKinsey & Company.

• Transparency as a Business Builder, led by Andrew Mandzy, director of strategic insights for health and wellness, Nielsen.

Other presentations include a video analysis of a shopper panel and case studies on fostering NGO and third-party relationships.

For more information on TransparencyIQ and to register,