SUBSCRIBE

Breaking News on Food & Beverage Development - EuropeUS edition | APAC edition

News > Market Trends

Read more breaking news

 

 
FOOD VISION 2017

FOODVISION: Trust and ethics key to reaching consumer hearts and minds

By Will Chu , 14-Mar-2017
Last updated on 14-Mar-2017 at 15:40 GMT2017-03-14T15:40:47Z

Social networks give both credentialed and non-credentialed individuals louder voices and bigger audiences. ©iStock

Social networks give both credentialed and non-credentialed individuals louder voices and bigger audiences. ©iStock

Trusted sources of food and nutritional advice are being overlooked in preference to instant, real-time interactions with celebrities and bloggers, according to a communications expert.

While these individuals are now as far-reaching and influential than ever, the fear is this kind of advice often lacks a sound scientific basis.

Managing partner of nutrition communications group Eat Well Global, Erin Boyd Kappelhof was a guest speaker at FoodVision this year in London.

Here, she highlighted the rise in social media channels such as Facebook and YouTube that had boosted the influence and reach of TV and internet personalities.

This had resonated most amongst these channels’ younger core audience, who were more likely to take the advice as fact.

Erin Boyd Kappelhof, managing partner, Eat Well Global. ©ErinBoydKappelhof

According to Kappelhoff, this made it difficult to anticipate who consumers were likely to turn to for health advice, or to be certain whose opinions, would have the greatest impact on their food choices.

“The internet is a great equaliser,” she said. “But this also means there is an incredible amount of content.

“For the companies that we work with, the most important thing that they can do is to provide accurate information as consumers are now calling them out if they don’t do that.”   

In response, Kappelhof added that for a brand, there was nothing better than authenticity because the truth shines directly through to the consumers.

“In building trust, the most important thing we’re seeing is the importance of ethics,” Kappelhof explained.

“More and more we’re seeing companies putting ethics at the core of their business. It shows who they want to be and they’re saying that loud and clear.”

Ancient grain genome breakthrough advances struggle for food security

Ancient grain genome breakthrough advances struggle for food security

A group of international scientists has identified the complex DNA sequence of Wild Emmer,...

What's the future of farming? It can only be agroecology, says Farms of the Future

What's the future of farming? It can only be agroecology, says Farms of the Future

Think of agriculture of the future and you may conjure up images of hydroponic...

Desert King banks on plantations for sustainable supply of quillaja and yucca

Desert King banks on plantations for sustainable supply of quillaja and yucca

Investing in quillaja and yucca plantations, rather than relying on wild harvests, will guarantee...

Does the future of sustainable eating lie in plant-meat blends?

Does the future of sustainable eating lie in plant-meat blends?

Could be the future of sustainable eating be plant and meat protein blends? We...

DSM on bringing fermented stevia to Europe: 'There could be an advantage in being first'

DSM on bringing fermented stevia to Europe: 'There could be an advantage in being first'

DSM is seeking approval to sell fermented stevia in Europe. We caught up with the...

Kerry innovation chief talks investment, R&D and working with start-ups

Kerry innovation chief talks investment, R&D and working with start-ups

Following Kerry Group's $220 million (€193m) investment into research and development (R&D) last year, what's next...

‘Consumers will not compromise on taste,’ says FlavorHealth VP at IFT

‘Consumers will not compromise on taste,’ says FlavorHealth

FlavorHealth has found that most consumers will pick an indulgent beverage over a better-for-you...

Corbion's trans fat-free emulsifiers allow manufacturers to 're-engineer' cakes

Corbion's trans fat-free emulsifiers allow manufacturers to 're-engineer' cakes

"The conversion away from partially hydrogenated oils is really an opportunity to re-engineer cakes...

Cargill R&D VP talks ‘processed’ food, EverSweet, at IFT 2017

VIDEO: Cargill R&D VP talks ‘processed’ food: ‘All food is made of chemicals’

To many consumers, ‘processed food’ is just another term for ‘junk food.’ It’s hard...

Introducing jackfruit: The next big thing in plant-based meat alternatives?

Introducing jackfruit: The next big thing in plant-based meat alternatives?

Eric Evans

vice president of food service and industrial ingredients, The Jackfruit...

Soup-to-Nuts Podcast: Confections hold steady in face of war on sugar

Soup-to-Nuts Podcast: Confections hold steady in face of the war on sugar

Despite significant headwinds generated by the escalating war on sugar and increasing consumer preferences...

UK sugar tax: The big questions

UK sugar tax: The big questions

The UK has announced a tax on sugar-sweetened beverages. But how hard will it...

FiE 2015: Our best bits

FiE 2015: Our best bits

Our teams of journalists were out in force at Food Ingredients Europe (FiE) last...

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New technology like crowdsourcing and artificial intelligence computers is the future of risk assessment,...

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

The quest for alternatives to animal-derived proteins has led to a huge amount of...

Food firms should prepare for pre-recession spending

Prepare for pre-recession spend – top economist

Food manufacturers should prepare for a positive three years ahead, as the changing economy...

Creepy proteins will be hot

New proteins are creeping on trend

Alternative proteins are a “hot area” of interest and products such as sandwich spreads...

Salt reduction not a priority for UK consumers: LoSalt survey

Salt reduction not a priority for UK consumers, finds LoSalt survey

Caroline Klinge

sales and marketing manager, LoSalt

‘Nice wine, no corkscrew?’ Mirabeau En Provence wins 8m+ YouTube views

‘Nice wine, no corkscrew?’ Mirabeau En Provence solution strikes YouTube gold with 8 million+ views

Mirabeau En Provence owner Stephen Cronk says the desire for a direct consumer connection...

Key Industry Events