— 07.22.16 —

Why Consumers See Bloggers as Legit Sources on Food Production

Blogs are becoming a more trusted, mainstream and legitimate source of information about food production processes and practices.

  • July 22, 2016

Why Consumers See Bloggers as Legit Sources on Food Production

FoodThink research shows blogs are seen as trustworthy

Only one-third of consumers think the agriculture community and food companies are transparent, according to research from Sullivan Higdon & Sink (SHS) FoodThink. The research appears in “Evolving Trust in the Food Industry,” a white paper intended to arm food marketers with insights into Americans’ knowledge and trust of the food industry and how those perceptions have changed since 2012.

Insights from the white paper reveal a consumer desire for more information from specific trustworthy sources. There is a steady trend of consumers turning to these three sources since 2012: food companies, grocers and food retailers, and bloggers/social media.

Blogs are becoming a more trusted, mainstream and legitimate source of information about food production processes and practices. Trustworthiness of blogs is up 15 percent since 2012. The credibility and trustworthiness of blogs may depend on the established reputation of the blogger or the brand as a whole. Food companies who aim to produce unique and brand-specific blogs must position themselves as trusted sources of information on industry-related topics.

Consumers find blogs to be a trustworthy, steady stream of information. Companies can use blogs and social media as tools to provide food production knowledge and information to consumers.

FoodThink white papers are built on proprietary research conducted in 2016 and utilize the responses from more than 2,000 U.S. consumers of diverse demographic backgrounds.

Download a free copy of the white paper with key implications for food marketers.

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