Canadians are becoming increasingly divided in their perception of the national food system, according to the Canadian Centre for Food Integrity (CCFI) 2024 Public Trust Research, released October 23 at its annual Public Trust Summit in Toronto. This necessitates a call to action for increased collaboration across the sector to enhance public trust, address indifference and find actionable strategies to elevate Canadian food and the people who produce it.

The research shows that only 31 per cent of Canadians believe the food system is on the right track, representing a three-point drop from last year. At the same time, 29 per cent feel the system is headed in the wrong direction, marking the first time in nearly a decade that the public is almost evenly divided on whether Canada’s food system is improving.

Concern about food prices has slightly eased, with 51 per cent of Canadians still rating it a top issue. This marks a three-point improvement compared to last year. However, positive perceptions of the food system are on the decline, with only 45 per cent of Canadians holding a favourable view—a sharp seven-point drop from 2023. Negative impressions have surged, nearly doubling from 11 per cent to 18 per cent.

Ashley Bruner, director of research and stakeholder engagement at CCFI, emphasized the gravity of these findings: “This research makes it clear that public trust in Canada’s food system is facing some challenges. With public sentiment becoming increasingly polarized, indifference has emerged as a threat to public trust. Negativity and cynicism are gaining ground faster than both positive and neutral views, underscoring the urgent need for the industry to engage more meaningfully with Canadians."

The research also reveals that trust and transparency are in decline across many stakeholders. Although the agrifood sector remains the most trusted among 12 major industries, this trust comes with higher public expectations for accountability, sustainability and transparency. Canadians understand the vital role the agrifood system plays in their lives, but they are scrutinizing it more closely than ever.

Lisa Bishop-Spencer, executive director of CCFI, highlighted the importance of collective action and making industry voices heard: “These findings reflect what some of our stakeholders have also started to see and hope to address. The timing is right for us to combine our efforts and work together to elevate the Canadian food system and all its players. CCFI is uniquely positioned to bring together the entirety of Canada’s food system to support a coordinated approach in addressing these challenges.”

“Our members and partners reflect the full diversity of today’s food system—from farmers, ranchers, associations, government(s), food companies, universities, non-governmental organizations, restaurants, retailers, food processors, financial institutions, seed companies and transportation providers. This is a pivotal moment—we must unite to ensure that Canada’s food system remains something that Canadians care about and are compelled to engage with.”

Download the free summary report: https://www.foodintegrity.ca/2024-research-report/

Source:  Canadian Centre for Food Integrity October 23, 2024 news release