I read many blogs, articles and opinions about food on a regular basis. Yesterday, I came across an interesting blog post on Meatingplace.com. Yvonne Vizzier Thaxton, an authority in the US poultry industry, wrote the article, titled “Consumer trust” after she found out about a survey carried out by the Center for Food Integrity. Basically, the survey concluded that as farms were growing in size, consumers started to wonder if they still had the same values, and although small farms still have the public opinion’s trust, large-scale farms are looked at with suspicion.
That article brought me to think about trust, how it works, and what to do to win it back once it has been lost.
Instead of trying to figure out which group of the population to influence, as the author suggests, I prefer to go back to the basics. If I stop trusting someone, what would he/she have to do to convince me that he/she is trustworthy again? The empathic exercise is a much better way to find out what might work or not. In my opinion, that is exactly what the food sector should do first, instead of pushing the same message without much success.
First, people stops trusting when they are disappointed, when they feel betrayed or when they feel unsafe. By finding out which one of the above caused the loss of trust, and what more specific reasons made the public change their minds, the food sector will already make huge progress.
The second thing to keep in mind is regaining trust is even much more difficult than winning it in the first place. The baggage will stay in the way for a long time. Therefore, a lot of patience is required. There will be no quick fix. A cute video clip, well-thought press releases will not be enough. Far from it. Trust is not something that can be forced, it must be earned. Trust is the result of consistent and positive behavior that benefits the other party.
Once people have lost trust, per definition, they do not believe anything they hear from the distrusted party. In fact, they will hardly listen. Therefore, words will have little impact, unless they go along with actions that confirm that the message is true. If the food industry does not want to change and hopes that communication will be enough to change the public’s mind, nothing will change. When you want someone to prove to you that he/she is reliable, you want to see tangible proof that something is changing in your favor. The most powerful communication tool that really works for regaining trust is the non-verbal communication. The distrusted one must sweat to win trust back. This does not take away that verbal communication must continue. It will keep the relationship alive, but it will not be the critical part for turning around the situation.
Here is just an example to illustrate this. The US meat and poultry sector has undergone many recall procedures about bacterial contamination over the years, and at this day, this problem seems to continue. The industry takes measures to solve the problem, because such recalls are very costly, but as long as there will not be an obvious change in food safety, and recalls keep on happening, consumers will keep doubting how their meat is produced.
Food suppliers have no other choice than to listen to the consumers. The customer is always king. The customer is always right, even when he/she is wrong. A lot of this is about perception. Here is an example of the above. Last June, Greenpeace came with a ranking of Canadian retailers about their seafood procurement, and in particular about their sustainability score on seafood. Costco scored poorly, and their first reaction was to dismiss Greenpeace’s assessment, by basically saying that they are professionals who know what they do, and that they do not really need advice from Greenpeace. Yet, a few weeks later, Costco reorganized its seafood assortment from 15 species back to seven sustainably produced seafood species. That is successful non-verbal communication.
Regaining the consumers’ trust will require transparency, integrity, honesty, a lot of patience and communication, and most of all action towards change that meet the market’s demand. This does not mean that all consumers wishes can be met. After all, life is a continuous negotiation. Food producers and the public need to meet somewhere halfway. Market-driven always trumps production-driven.
Copyright 2010 – The Happy Future Group Consulting Ltd.