Food trust - Building confidence in food

China’s economic growth and technological advances have created new food safety and food quality challenges for corporations and policy makers. Supply and production chains are growing in size and complexity, rising incomes are driving consumer demand for more variety, and social media has increased public awareness of food safety issues.

Building trust in food is a difficult and complex problem, but it is also an opportunity. With so much information available via the internet, China’s consumers are increasingly concerned about the health of their families. They are learning about the ingredients and origins of the food they purchase. More people than ever are willing to pay higher prices for better quality, and customers are loyal to brands that they trust.