Canadian consumers care now more than ever about their food according to the Canadian Centre for Food Integrity’s (CCFI) 2019 Public Trust Research Report. New research shows that while 91 per cent of Canadians claim to know little, very little or nothing about modern farming practices in Canada, 60 per cent of survey respondents, meaning three in five Canadians, are interested in knowing more about agriculture and how their food is produced. CCFI surveyed 2,189 Canadians 18 years and older and examined the online conversations of close to 260,000 Canadians.
The 2019 report, ‘Connecting with Canadians’ provides benchmark data to better understand Canadian’s overall impression of Canada’s food system and consumers’ expectations and sentiment of contentious food-related issues.
Two new tracking trends identified in the 2019 data are Canadian consumers’ moderate to strong concerns relating to food fraud (91%) – the practice of mislabeling, adulterating or counterfeiting food products – and concerns with misleading food labels (89%) for the purpose of marketing. Consumers are starting to look more closely at food labels and are asking questions about what certain food labels mean.
“The timing of the research is pertinent considering how food-related topics are dominating news relating to plant-based diets, pesticides, genetically modified organisms (GMOs) and consumer’s perspective on agriculture’s role in greenhouse gas emissions relating to climate change,” says John Jamieson, CEO & president of CCFI.
The 2019 data shows that more Canadians feel Canada’s food system is heading in the right direction at 35 per cent of respondents, compared to only 26 per cent of consumers from the United States.
The 2019 research was unveiled at the fourth annual Public Trust Summit in Saskatoon, Saskatchewan from November 13-14, 2019.
Source: Canadian Centre for Food Integrity November 13, 2019 news release