Consumer trust in food is high in the United Kingdom, Denmark, and Norway, but low in Italy and Portugal and relatively low in Germany. Research also shows that consumers in these countries are most sceptical about meat products, fast-food outlets and food processors. These findings are revealed in the recently published study “Trust in Food in Europe, A Comparative Analysis”. The research presents data from surveys completed in the above mentioned six countries. The study was conducted as part of the EU TRUST IN FOOD project (2002-2004). The project aimed to provide a better understanding of the reasons behind, and the implications of, varying levels of consumer trust in the field of food. In addition to surveys, institutional studies were carried out in the six countries and at EU level. The initiative is part of general EU research on consumer perception and behaviour, socio-economic and demographic factors, as well as the acceptability of typical food products.
“Today, consumers expect healthy and safe food and increasingly demand to know where their food comes from. That is why we are focusing on a new “fork to farm” approach in the EU’s Research Programmes, focusing on consumers’ interests and points of view on food,” said European Research Commissioner Philippe Busquin “Food production must meet consumers’ expectations as well as environmental, health and competitiveness objectives. This requires an ambitious research agenda with strong public-private cooperation at the European level.”
Apples, not burgers, top the “trust” list
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