Nearly eight in ten adults consider
the food industry to be too reliant on mass manufacturing. However, for
mass-produced products, highlighting the involvement of humans – whether it’s a
farmer, company owner or even the workers on the production line – on-pack or
in other communications, can help to convey the human dimension.
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Introduction
Definition
Abbreviations
Executive Summary
The horsemeat scandal and its impact
Some 17 products were implicated…
with a limited impact on sales…
but a boost to interest in British
food
Figure 1: Factors influencing choice
when buying food and (non-alcoholic) drink, December 2012 and March 2013
Implicated operators shorten supply
chains in response
Government looks to product testing
and origin labelling
The consumer
Only half of consumers trust the
food industry to provide safe food
Figure 2: Attitudes towards the food
industry, April 2013
Supermarkets seen by most as
responsible for low prices, manufacturers for healthiness of food
Figure 3: Who do consumers see as
responsible for selected qualities of food products and aspects of sourcing,
April 2013
British ingredients and detailed
labelling are most likely to foster trust
Figure 4: Factors that encourage
consumer trust in food, April 2013
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