It is important that we trust the food we eat. The food we eat needs to be healthy, produced sustainably and should be safe for consumption. Trusting the food systems and the players in the system helps us to make choices on sustainable food.
The globalization of food supply chains and its increasing complexity, focus on food safety and healthy food is reshaping the consumer purchasing patterns who are willing to pay a premium for visibility of certain attributes. Consumers rely on certain information to help them verify their credibility. Product assurance builds consumer trust through labels, certifications, country of origin and food traceability information. A holistic approach with transparency metrics and sustainability goals will build credibility and create a huge impact.