Farmers are the most trusted part of the Australian food chain: results from a national survey of consumers

Are the impacts of food systems on climate change being reported by the media? An Australian media analysis

OBJECTIVE

Food systems are a major contributor to climate change, producing one-third of global greenhouse gas emissions. However, public knowledge of food systems' contributions to climate change is low. One reason for low public awareness may be limited media coverage of the issue. To investigate this, we conducted a media analysis examining coverage of food systems and their contribution to climate change in Australian newspapers.

DESIGN

We analysed climate change articles from twelve Australian newspapers between 2011 and 2021, sourced from Factiva. We explored the volume and frequency of climate change articles that mentioned food systems and their contributions to climate change, as well as the level of focus on food systems.

SETTING

Australia.

PARTICIPANTS

N/A.

RESULTS

Of the 2892 articles included, only 5 % mentioned the contributions of food systems to climate change, with the majority highlighting food production as the main contributor, followed by food consumption. Conversely, 8 % mentioned the impact of climate change on food systems.

CONCLUSIONS

Though newspaper coverage of food systems' effects on climate change is increasing, coverage of the issue remains limited. As newspapers play a key role in increasing public and political awareness of matters, the findings provide valuable insights for advocates wishing to increase engagement on the issue. Increased media coverage may raise public awareness and encourage action by policymakers. Collaboration between public health and environmental stakeholders to increase public knowledge of the relationship between food systems and climate change is recommended.

Competing public narratives in nutrition policy: insights into the ideational barriers of public support for regulatory nutrition measures

Background

Enacting evidence-based public health policy can be challenging. One factor contributing to this challenge is a lack of public support for specific policies, which may stem from limited interest or conviction by policy arguments. This can happen when messaging strategies regarding policy do not resonate with the target group and/or policy narratives compete in public discourse. To understand how policy messaging can better resonate with a target audience, we examined the frames and narratives used by the Australian public when discussing nutrition policies.

Methods

We conducted 76 street intercept interviews in urban and regional settings in Queensland, Australia. Quantitative data were analysed using mean agreement scores and t-tests, and the qualitative data were analysed using an adapted qualitative narrative policy framework (QNPF). The QNPF is used to illustrate how competing narratives vary in the way they define different elements. These elements often include setting, characters, plot, policy solution and belief systems.

Results

Level of support for all nutrition policies was generally moderate to high, although nutrition policies perceived to be most intrusive to personal freedoms were the least popular among the public. The value of fairness was consistently invoked when participants discussed their support for or opposition to policy. Using the QNPF, two distinct settings were evident in the narratives: concern for the community or concern for self. Villains were identified as either “other individuals, in particular parents” or “Big Food”. Victims were identified as “children” or “the food industry, in particular farmers”. Frequently used plots focused on individuals making poor choices because they were uneducated, versus Big Food being powerful and controlling people and the government.

Conclusions

The study examined the frames and narratives used by the Australian public when discussing nutrition policies. By examining these frames and narratives, we gained insight into multiple strategies which may increase public support for certain nutrition policies in Australia.

Supplementary Information

The online version contains supplementary material available at 10.1186/s12961-022-00891-6.

Chinese Consumers’ Trust in Food Safety Surveillance Sampling of Commonly Consumed Foods

In China, food has become safer over the past five years, especially commonly consumed foods. Food supervision sampling has played an important role in improving food safety. However, consumer acceptance of the results of food safety supervision have not kept pace. Communicating actual food safety risks to consumers and improving the public trust in food safety supervision sampling inspection has become an important issue. This study focused on food safety surveillance sampling of commonly consumed foods. In total, 4408 adult consumers were surveyed between August and October 2021. Structural equation modeling was performed for data analysis. This study found significant differences along gender lines and across different cities and levels of education with respect to evaluating competence trust and care trust on food supervision sampling inspection. This study identified the public’s competence trust, care trust, and perception of food safety as factors that significantly affect one’s attitude toward supervision sampling inspection. Care trust showed a more pronounced effect on trust enhancement than competence trust. The present study also provides some practical measures for food safety supervisors to improve public trust in the national food inspection. Specifically, the sampling process should be open and transparent.

Chinese Consumers' Acceptance of Novel Technologies Designed To Control Foodborne Bacteria

ABSTRACT

Chinese consumers (n = 604) were asked three times to rate their acceptance of traditional thermal processing and several newer technologies (high pressure processing, irradiation, bacteriophages, antimicrobial packaging, pulsed electric fields, and rinsing meat carcasses with antimicrobial solutions) designed to control foodborne bacteria in food (i) based on their existing knowledge, (ii) after the provision of information about L. monocytogenes, and (iii) after further reading a brief description of the technology. Thermal processing (6.00 of 7 on Likert scale) and high pressure processing (5.73 of 7) were rated the most acceptable technologies, and rinsing with antimicrobial solutions (4.43 of 7) was rated the least acceptable technology. Information outlining the benefits of a technology had a larger positive effect on acceptance of every novel technology discussed (increases of 0.14 to 0.49 units depending on the technology) than information about L. monocytogenes and a brief description of the technology. This research has shown that providing information about foodborne bacteria and a technology designed to control them will improve consumers' acceptance of the technology, with the provision of information being of most importance for technologies for which the consumers are less familiar. Chinese consumers accepted or rejected a food technology for a variety of reasons; however, consumers with a greater awareness of foodborne bacteria rated the acceptability of novel technologies designed to kill bacteria higher than those with a low awareness (0.56 to 1.71 units depending on the technology). The results of this research will be of benefit to food companies considering adopting novel technologies to control foodborne bacteria because they provide insights that will enable them to develop more effective communication and implementation strategies.

HIGHLIGHTS

Public perceptions of potential adaptations for mitigating heat stress on Australian dairy farms

Temperature variability resulting from climate change poses challenges around the world for livestock production and the welfare of the animals in these systems. As animal industries attempt to combat these challenges, it is vital to understand how potential changes implemented by farmers resonate with societal values. The aims of this study were to determine how different proposed changes to mitigate heat stress in dairy cattle influence public perceptions toward Australian dairy farm systems, including perceptions of (1) cow welfare, (2) confidence in the industry, and (3) trust in farmers. Participants were presented with 1 of 4 treatments representing a potential solution to mitigate heat stress in dairy cattle: (1) indoor system (a fully indoor barn), (2) choice system (cows have agency to choose to be indoors or outdoors), (3) gene edition + pasture (cows are genetically modified to become more resilient to heat stress), and (4) pasture (outdoor system that is currently used in Australia, but the farmer plants more trees). Participants were then asked to respond to questions on a 7-point Likert scale. Questions were about cow welfare (3 questions), confidence in dairy industry (4 questions), and trust in farmers (9 questions), with each section followed by an open-ended question for participants to explain their answers. Participants perceived cow welfare to be the lowest in the indoor system (2.80 ± 0.10), followed by gene edition + pasture (4.48 ± 0.11), with choice and pasture systems being the highest but not different from each other (5.41 ± 0.11 and 5.32 ± 0.11, respectively). Confidence in the dairy industry was lower among participants in the indoor (4.78 ± 0.08) compared with participants assigned to the choice (5.28 ± 0.08) or pasture (5.25 ± 0.08) systems. Confidence was also lower among participants in the gene edition (4.95 ± 0.08) compared with the choice system. Trust in farmers was similar across all treatments. Our results provide the first evidence that the Australian public may be reluctant to accept heat stress mitigation strategies that either do not allow cows to have access to pasture or those that include gene-editing technologies.

Food Traceability Systems, Consumers' Risk Perception, and Purchase Intention: Evidence from the "4-label-1-Q" Approach in Taiwan

ABSTRACT

Many food safety issues have arisen in Taiwan during the past decade. Therefore, in 2016, the Taiwan government proposed the "five rings of food safety" policy to comprehensively protect consumer food supply. Among these policies, the "4-labels-1-Q" approach was adopted to ensure the selection of foods with traceable labels for retrospective study. Hence, this study investigated the association between the degree of familiarity with the 4-labels-1-Q food traceability system and risk perceptions and also investigated whether a consumer's purchase intention toward fresh foods with food labels changed after viewing an educational film on food labels. This study defined subjects as the main food purchasers for their families; 290 valid questionnaire interviews were administered and educational films shown in Tainan markets and stores. Results showed that knowledge about labels significantly affected risk perception for labeling. Age, educational level, and degree of risk perception influenced purchase intention. Results also showed that after viewing the video, subjects' label knowledge and purchase intention increased significantly. However, after adjustment for age, educational level, income, and purchase places, the effect of film education on risk perception was insignificant, especially for those who had lower educational levels, including those older than 65 years. Public trust can be boosted through label education among age groups using different channels and methods, and encouraging the sale of labeled foods in traditional markets would be a useful strategy. Age, educational level, income, and risk perception of participants significantly affected purchase intention. This study can be a reference for designing risk communication strategies and promoting traceable agricultural products.

HIGHLIGHTS

Consumer Trust in Food and the Food System: A Critical Review

Increased focus towards food safety and quality is reshaping food purchasing decisions around the world. Although some food attributes are visible, many of the attributes that consumers seek and are willing to pay a price premium for are not. Consequently, consumers rely on trusted cues and information to help them verify the food quality and credence attributes they seek. In this study, we synthesise the findings from previous research to generate a framework illustrating the key trust influencing factors that are beyond visual and brand-related cues. Our framework identifies that consumer trust in food and the food system is established through the assurances related to individual food products and the actors of the food system. Specifically, product assurance builds consumer trust through food packaging labels communicating food attribute claims, certifications, country or region of origin, and food traceability information. In addition, producers, processors, and retailers provide consumers with food safety and quality assurances, while government agencies, third-party institutions, advocacy groups, and the mass media may modify how labelling information and food operators are perceived by consumers. We hope our framework will guide future research efforts to test these trust factors in various consumer and market settings.

From Stable to Table: Determination of German Consumer Perceptions of the Role of Multiple Aspects of Poultry Production on Meat Quality and Safety

ABSTRACT

Contamination with potentially pathogenic microorganisms may occur at all stages of the food chain. We conducted a representative cross-sectional survey of 1,008 consumers aged 16 years and older in Germany via an online panel. The aim was to assess the perception of consumers regarding the influence of aspects of meat production on the safety and quality of meat. More than 70% of the participants indicated that poultry fattening farms had a high or very high influence on meat safety, followed by cooks or meat preparers (66.3%). Meat consumption was significantly associated with a high perception of the influence of cooks or meat preparers (P = 0.025). The oldest participants were almost three times as likely to vote high influence and six times as likely to select very high influence (instead of no or limited) as the youngest participants (high influence: odds ratio [OR] = 2.89, P = 0.016; very high influence: OR = 6.06, P < 0.001). Of all participants, 78.1% believed organic farming had a positive influence on the safety of meat compared with conventional farming. Participants older than 60 years voted significantly more frequently than youngest participants (16 to 19 years) that organic farming had no influence (P = 0.006, OR = 5.71) or a positive influence (P = 0.007, OR 3.93) on meat safety. In addition, it could be shown that most consumers believed that irradiation of meat had a negative influence on the safety of meat. In conclusion, consumers were aware that many aspects were important for food safety and quality. The influence of organic farming compared with conventional farming, as well as the influence of irradiation, was often incorrectly assessed by consumers. Consumers seemed to need more information on sensitive issues, such as the different types of farming or the effects of irradiation, to better assess the impact of these aspects on the safety and quality of meat.

HIGHLIGHTS

Consumer trust in the dairy value chain in China: The role of trustworthiness, the melamine scandal, and the media

This study provides a deep insight into Chinese consumer trust in the Chinese dairy value chain, as a lack of trust due to the 2008 melamine scandal has been widely recognized as a barrier to the development of the domestic dairy industry in China. Based on face-to-face interviews with 954 Chinese consumers in Beijing, Shanghai, and Shijiazhuang, this study measured consumer trust in farmers, manufacturers, retailers, the government, and third parties. Consumer trust was studied by measuring the effect of beliefs on the trustworthiness of actors (i.e., competence, benevolence, integrity, credibility, and openness), and current experiences regarding the melamine scandal and the media. The results showed that the level of trust in dairy chain actors varied. The government and third parties were relatively highly trusted, whereas retailers were considered less trustworthy. The importance of consumer beliefs about trustworthiness are different among actors. Consumer belief of competence determines trust in farmers and manufacturers. For retailers, the government, and third parties, respectively, benevolence, credibility, and openness are the most important factors. Trust in dairy chain actors is still strongly negatively affected by current experiences regarding the melamine scandal, even though it occurred more than 10 years ago. Using social media to directly provide more information and establish continuous daily communication with consumers could help manufacturers and third parties to strengthen consumer trust.

Cross-country comparison of strategies for building consumer trust in food

Consumer trust in the modern food system is essential given its complexity. Contexts vary across countries with regard to food incidents, regulation and systems. It is therefore of interest to compare how key actors in different countries might approach (re)building consumer trust in the food system; and particularly relevant to understanding how food systems in different regions might learn from one another. The purpose of this paper is to explore differences between strategies for (re)building trust in food systems, as identified in two separate empirical studies, one conducted in Australia, New Zealand and the UK (Study 1) and another on the Island of Ireland (Study 2). Interviews were conducted with media, food industry and food regulatory actors across the two studies (n = 105 Study 1; n = 50 Study 2). Data were coded into strategy statements, strategies describing actions to (re)build consumer trust. Strategy statements were compared between Studies 1 and 2 and similarities and differences were noted. The strategy statements identified in Study 1 to (re)build consumer trust in the food system were shown to be applicable in Study 2, however, there were notable differences in the contextual factors that shaped the means by which strategies were implemented. As such, the transfer of such approaches across regions is not an appropriate means to addressing breaches in consumer trust. Notwithstanding, our data suggest that there is still capacity to learn between countries when considering strategies for (re)building trust in the food system but caution must be exercised in the transfer of approaches.

Undernutrition, obesity and governance: a unified framework for upholding the right to food

This paper addresses the need for conceptual and analytic clarity on nutrition governance, an essential underpinning of more effective approaches for undernutrition, the 'single greatest constraint to global development' and obesity, which already accounts for 4% of the world's disease burden and is growing rapidly. The governance of nutrition, which is essential to designing and implementing policies to realise the right to food, is among the most important and most defining duties of society. But research and action on nutrition governance are hampered by the absence of conceptual rigour, even as the continuing very high burden of undernutrition and the rapid rise in obesity highlight the need for such structures. The breadth of nutrition itself suggests that governance is both needed and sure to be complicated. This analysis explores the reasons attention has come to governance in development policy making, and why it has focused on nutrition governance in particular. It then assesses how the concept of nutrition governance has been used, finding that it has become increasingly prominent in scholarship on poor nutritional outcomes, but remains weakly specified and is invoked by different authors to mean different things. Undernutrition analysts have stressed coordination problems and structural issues related to the general functioning of government. Those studying obesity have emphasised international trade policies, regulatory issues and corporate behaviour. This paper argues that the lack of a clear, operational definition of governance is a serious obstacle to conceptualising and solving major problems in nutrition. To address this need, it develops a unified definition of nutrition governance consisting of three principles: accountability, participation and responsiveness. These are justified with reference to the social contract that defines modern nations and identifies citizens as the ultimate source of national power and legitimacy. A unified framework is then employed to explore solutions to nutrition governance problems.

A model for (re)building consumer trust in the food system

The article presents a best practice model that can be utilized by food system actors to assist with (re)building trust in the food system, before, during and after a food incident defined as 'any situation within the food supply chain where there is a risk or potential risk of illness or confirmed illness or injury associated with the consumption of a food or foods' (Commonwealth of Australia. National Food Incident Response Protocol. Commonwealth of Australia, Canberra, 2012). Interviews were undertaken with 105 actors working within the media, food industry and food regulatory settings across Australia, New Zealand (NZ) and the United Kingdom (UK). Interview data produced strategy statements, which indicated participant views on how to (re)build consumer trust in the food system. These included: (i) be transparent, (ii) have protocols and procedures in place, (iii) be credible, (iv) be proactive, (v) put consumers first, (vi) collaborate with stakeholders, (vii) be consistent, (viii) educate stakeholders and consumers, (ix) build your reputation and (x) keep your promises. A survey was designed to enable participants to indicate their agreement/disagreement with the ideas, rate their importance and provide further comment. The five strategies considered key to (re)building consumer trust were used to develop a model demonstrating best practice strategies for (re)building consumer trust in the food system before, during and after a food incident. In a world where the food system is increasingly complex, strategies for (re)building and fostering consumer trust are important. This study offers a model to do so which is derived from the views and experiences of actors working across the food industry, food regulation and the media.

What are they thinking? Consumer attitudes to meat production in Australia

Meat production has come under increasing scrutiny from consumers and citizens who feel that certain practices are unethical and negatively affect farm-animal welfare. Animal welfare can be viewed as both a scientific and social concept, and purchasing products with animal welfare claims can be considered an act of ‘ethical consumption’. The present paper reviews research that examines consumer attitudes to animal welfare and highlights tensions between consumer and citizen attitudes and behaviours, and assumptions that are made within these studies. We present our own research into motivations to purchase free-range eggs as an example of research that attempts to unpack these assumptions, in particular, that such purchases are made out of concern for animal welfare. We present a further example of our own research that attempts to identify how attitudes to meat production are socially constructed. We conclude with recommended strategies to engage the broader community in discussions about animal production, so as to improve industry–community communication about farm-animal welfare in meat-production industries.

Obtaining consumer perspectives using a citizens' jury: does the current country of origin labelling in Australia allow for informed food choices?

Background

Contemporary food systems are vast and complex, creating greater distance between consumers and their food. Consequently, consumers are required to put faith in a system of which they have limited knowledge or control. Country of origin labelling (CoOL) is one mechanism that theoretically enables consumer knowledge of provenance of food products. However, this labelling system has recently come under Australian Government review and recommendations for improvements have been proposed. Consumer engagement in this process has been limited. Therefore this study sought to obtain further consumer opinion on the issue of CoOL and to identify the extent to which Australian consumers agree with Australian Government recommendations for improvements.

Methods

A citizens’ jury was conducted with a sample of 14 South Australian consumers to explore their perceptions on whether the CoOL system allows them to make informed food choices, as well as what changes (if any) need to be made to enable informed food choices (recommendations).

Results

Overall, jurors’ perception of usefulness of CoOL, including its ability to enable consumers to make informed food choices, fluctuated throughout the Citizens’ Jury. Initially, the majority of the jurors indicated that the labels allowed informed food choice, however by the end of the session the majority disagreed with this statement. Inconsistencies within jurors’ opinions were observed, particularly following delivery of information from expert witnesses and jury deliberation. Jurors provided recommendations for changes to be made to CoOL, which were similar to those provided in the Australian Government inquiry.

Conclusions

Consumers in this study engaged with the topical issue of CoOL and provided their opinions. Overall, consumers do not think that the current CoOL system in Australia enables consumers to make informed choices. Recommendations for changes, including increasing the size of the label and the label’s font, and standardising its position, were made.

Consumer trust in the Australian food system - The everyday erosive impact of food labelling

Consumer trust in food system actors is foundational for ensuring consumer confidence in food safety. As food labelling is a direct communication between consumers and food system actors, it may influence consumer perceptions of actor trustworthiness. This study explores the judgements formed about the trustworthiness of the food system and its actors through labelling, and the expectations these judgements are based on. In-depth, semi-structured interviews with 24 Australian consumers were conducted. Theoretical sampling focussed on shopping location, dietary requirements, rurality, gender, age and educational background. The methodological approach used (adaptive theory) enabled emerging data to be examined through the lens of a set of guiding theoretical concepts, and theory reconsidered in light of emerging data. Food labelling acted as a surrogate for personal interaction with industry and government for participants. Judgements about the trustworthiness of these actors and the broader food system were formed through interaction with food labelling and were based on expectations of both competence and goodwill. Interaction with labelling primarily reduced trust in actors within the food system, undermining trust in the system as a whole. Labelling has a role as an access point to the food system. Access points are points of vulnerability for systems, where trust can be developed, reinforced or broken down. For the participants in this study, in general labelling demonstrates food system actors lack goodwill and violate their fiduciary responsibility. This paper provides crucial insights for industry and policy actors to use this access point to build, rather than undermine, trust in food systems.

Workplace foodservice; perception of quality and trust

In settings such as workplaces there is a growing acceptance that the food provided has a significant impact on health and wellbeing. This is a captive environment where the overall contribution of the meal served could be an important element of the overall diet and represents an under researched area. Despite growing demand, little information is available; time pressure when making food choice alongside the challenge of understanding information provided can act as barriers for healthy selection and can also decrease confidence in the food system. We would also argue that the fundamental human right of informing consumers what they are eating is not currently being addressed and is underscored. This study used focus groups to explore criteria that motivate peoples' food choice in a workplace foodservice setting. Thematic analysis was applied to categorise data according to frequently occurring responses. Data were collected from four focus groups in Germany and the UK with a total of 23 participants. Although there is little expectation in the quality of food served in the workplace, respondents valued any transparency of information and the opportunity to socialise with other work colleagues. Criteria of importance were identified as: Value for money, Variety, Naturalness, Nutrition, Portion Size, Taste, Visual Appearance, Origin, Animal welfare, Environmental impact, Fair Trade and Organic. Gaining insight into these criteria can enable operators to meet the needs and expectations of their customers in order to increase confidence in the food provided and in addition signpost a healthier selection.

Trust makers, breakers and brokers: building trust in the Australian food system

Background

The importance of consumer trust in the food supply has previously been identified, and dimensions of consumer trust in food—who they trust and the type of trust that they exhibit—has been explored. However, there is a lack of research about the mechanisms through which consumer trust in the food supply is developed, maintained, broken and repaired. This study seeks to address this gap by exploring if, and how, consumer trust in the food supply is considered by the media, food industry and governments when responding to food scares. The aim of the research is to develop models of trust building that can be implemented following food scares.

Methods

Semi-structured interviews will be undertaken with media, public relations officials and policy makers in Australia, New Zealand and the United Kingdom. Participants will be recruited through purposive sampling and will be asked to discuss a hypothetical case study outlining a food incident, and any experiences of specific food scares. Models of trust development, maintenance and repair will be developed from interview data. Comment on these models will be sought from experts in food-related organizations through a Delphi study, where participants will be asked to consider the usefulness of the models. Participants’ comments will be used to revise the models until consensus is reached on the suitability and usability of the models.

Discussion

This study will contribute to the literature about systems-based trust, and explore trust as a social and regulatory process. The protocol and results will be of interest and use to the food industry, food regulators, consumer advocate groups, media seeking to report food-related issues and policy makers concerned with public health and consumer health and well-being. This research represents an important contribution to the translation of the theoretical conceptualizations of trust into practical use in the context of food.