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 MORE PEOPLE KNOW, THE MORE CONFIDENCE they have eating meat and seafood
Our latest Merck Animal Health Consumer Omnibus survey revealed3 that animal protein – meat, seafood, dairy and eggs – remains firmly on US dinner plates, but consumers still have questions. Transparency and traceability are important to consumers and help build consumer trust in food. Nearly eight out of 10 consumers reported traceability is extremely or very important when it comes to improved food safety and verification of animal protein food label claims. The MORE PEOPLE KNOW, THE MORE CONFIDENCE they have eating meat and seafood – and technology like DNA TraceBack® makes it possible.
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 label2.
Consumers crave more high-quality protein … and they’re hungry for more transparency and traceability
In the past year at least 1 in 3 consumers increased their interest in meat or seafood as a source of high-quality protein. Interest in traceability is growing too. More than 40% of consumers report they want more information about meat and seafood as it moves through the supply chain. Merck Animal Health conducted an Omnibus Pulse survey1 of consumers nationwide to dig into their transparency and traceability preferences. Younger adults (18-34) want the most transparency on the label and are also the most willing to pay more for it.
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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1Merck Animal Health, 2024 U.S. Consumer Transparency and Traceability Omnibus Research Report.
2 Aimpoint Research® and Merck Animal Health Transparency in Animal Protein, October 2022.
3Merck Animal Health U.S. Consumer Transparency and Traceability Omnibus Research Report Wave 2. August 2024.