The Center for Food Integrity (CFI) is partnering with AgriGrowth to provide our members with a deep dive experience into understanding how consumers define transparency. CFI’s ongoing consumer research along with their most recent 2015 Transparency Report surfaced new insight and a growing trend which reveals consumers’ expectations of today’s food system – that expectation is for greater transparency.
In most consumers’ eyes, transparency is no longer optional. In fact, if consumers do not deem an organization to be transparent, they believe the organization does not have a good story to tell or that they must be hiding something.
This session is designed to provide participants with a hands-on and interactive experience for evaluating their organizations’ existing public-facing communication materials. Attendees are asked to attend in teams if possible and to bring a laptop or tablet, and copies of any printed organizational materials. Time for evaluation of your existing organizational materials will be incorporated as well as peer-to-peer learning from across AgriGrowth’s membership.
Participants will leave the session with a better understanding of the important role transparency plays in earning and maintaining consumer trust in today’s food system and with the knowledge to improve their organization’s transparency.
This workshop is open to all AgriGrowth members but will be most relevant for those responsible for communications, marketing or those whose job jar includes consumer-facing messaging. Non-members are welcome to attend as well.
Workshop Objectives
Participants will:
Learn the 7 Elements of Transparency – as identified by consumers:
•Environmental impact
•Labor and human rights
•Business ethics
Be introduced to the polices, practices, performances and the verification consumers are looking for about:
•Impact of foods on health
•Food safety
•Animal well-being
Participants will gain hands-on experience in utilizing CFI’s Transparency Index which will support them toward measuring their level of transparency against expectations of consumers