Building consumer trust in food and modern farming through transparency.
Bridging the gap between farm and table to build consumer trust in food.
Consumers want to know more about their food and that includes farm transparency and food production practices. Sharing information transparently helps build consumer trust in food and farming.
The dedication and commitment of farm families
Dairy farmers wish that consumers knew the passion they have for their animals, their communities and the products they create.
Meeting the demands of a changing world
Jane Dukes shares how Merck Animal Health helps bridge the gap between farm and table to help build consumer trust in food and agriculture as the world continues to change.
Transparency in Animal Protein Consumer Research Study
We deliver transparency through innovative technology, data, and valuable insights – like our first-ever Merck Animal Health Transparency in Animal Protein consumer research study. Two-thirds of consumers reported transparency in animal protein (meat, fish, eggs & dairy) was very or extremely important and over half said they are willing to pay a five percent premium for transparency on the label1.
Merck Animal Health is a member of the Center for Food Integrity (CFI) whose mission is “to help today’s food system build trust.” CFI is a leading voice for credible, balanced information to support informed decision making throughout the food value chain, providing insights and research-based recommendations on food industry topics and emerging trends. They also created Best Food Facts to bring consumers objective, fact-based information about food, so they can make informed choices for themselves and their families.
Consumer and Retail News
Podcast: Consumers, Transparency & Food
Consumers want transparency – detailed information about what’s in food and how it’s made.
Podcast: Consumers, Transparency & Food
Consumers want more information, and the reasons are personal.
Podcast: What We Wish Consumers Knew
Hear directly from a farmer, a rancher and a veterinarian as they discuss farm transparency to help build trust in food.
Resources for Building Consumer Trust
Communicating with Consumers
Tell your agriculture story from a very personal perspective – your own. Learn more about the consumer’s point of view and how to share your story.
Bridging the Gap
Consumers want to know how their food is grown and raised. Learn about their concerns and how to ease them one question at a time to build trust in food.
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1 Aimpoint Research® and Merck Animal Health Transparency in Animal Protein, October 2022.