Consumers are concerned about their health, the health of their family and the environmental health of the earth.
Engaging consumers to communicate food science
Linda Eatherton, partner and director, global food and beverage practice, Ketchum, presented the keynote address at Cereals 17. She urged food scientists and other professionals in the industry to try and seek common ground with consumers before hurling facts at them. By bridging the divide in this manner, Ms. Ketchum believes consumers will be more trusting of the food industry and open to scientific research.
Furthermore, she highlighted the need for companies to be transparent about ingredients and processes by providing access to information through QR codes, social media and videos. Ketchum research showed 66% of consumers want more communication from food companies and 50% expect food companies to engage consumers through social media.
Click here for a full overview of the Cereals 17 keynote.