# Consumers don't understand the Food Business - How can we change that? **URL:** \ **Category:** Open Forum\ **Created:** [October 18, 2023, 8:44am UTC](https://yodl.cfin-rcia.ca/t/consumers-dont-understand-the-food-business-how-can-we-change-that/528 "2023-10-18T08:44:00Z")\ **Posts on this page:** 13\ **Page:** 1
**Author:** ![dana](https://yodl.cfin-rcia.ca/user_avatar/yodl.cfin-rcia.ca/dana/32/1204_2.png) [@dana](https://yodl.cfin-rcia.ca/u/dana)\ **Post date:** [October 18, 2023, 8:44am UTC](https://yodl.cfin-rcia.ca/t/consumers-dont-understand-the-food-business-how-can-we-change-that/528/1 "2023-10-18T08:44:00Z")
Sobering news out today about how consumers feel about the food industry. While farmers are still well trusted, the in-market portion of the agri-food industry is suspected of being opportunistic. For those of us working to drive success in the food business, we know that in most cases food prices are rising not to pad bottom lines but to cover increasing costs. What will it take to change consumer's minds and help them to better understand the food business? https://canadiangrocer.com/consumers-growing-cynical-canadas-food-industry-report?utm\_source=swiftmail&utm\_medium=email&utm\_campaign=CG\_NL\_Express&mkt\_tok=ODI1LUxTUC01NDUAAAGO4Wv6CWtkXGPZzdO8KzXlupy9jbgLBByaVLh-J1N4B\_A3NqiN1M0qFNtlMumsAhSlnRQAqlKlaxkI1Sr4jid\_WyUWhHsoWvCKsZyLkBNLaCE ---
**Author:** ![dana](https://yodl.cfin-rcia.ca/user_avatar/yodl.cfin-rcia.ca/dana/32/1204_2.png) [@dana](https://yodl.cfin-rcia.ca/u/dana)\ **Post date:** [October 21, 2023, 11:48am UTC](https://yodl.cfin-rcia.ca/t/consumers-dont-understand-the-food-business-how-can-we-change-that/528/2 "2023-10-21T11:48:00Z")
Fernanda, thanks for sharing your impressions. I don't watch the actions of politicians as closely as it sounds you do so I can't speak to the top part of your post. But, I think that you make very good points in your last two paragraphs: building trust in the food industry is key. I wonder how many people realize that Canada's food industry is actually made up of mostly businesses with less than 20 employees? I think that consumers have read a lot of books and articles about how a few very big global companies have been seen to use manipulation to get people 'hooked' on sugar and salt, etc and then extrapolate that all food companies are run by people who get million dollar bonuses. If consumers realized that most Canadian brands are owned and run by people just like them, they may be less cynical about the food processing sector. ---
**Author:** ![fernandaferreira](https://yodl.cfin-rcia.ca/letter_avatar_proxy/v4/letter/f/374151/32.png) [@fernandaferreira](https://yodl.cfin-rcia.ca/u/fernandaferreira)\ **Post date:** [October 21, 2023, 1:25pm UTC](https://yodl.cfin-rcia.ca/t/consumers-dont-understand-the-food-business-how-can-we-change-that/528/3 "2023-10-21T13:25:00Z")
I think the main issue you brought up was the question why food prices are going up and the perception consumers have and what is driving those prices? Vs the issue on formulations that you now raise. Two distinct topics. I love the idea of building confidence in the food industry as whole, if there was a campaign such as you initially proposed, it is important to really focus on the core challenge and uncover the source of that perception. Our country could benefit from a 'feel good' campaign around the topic of food security to build back our national trust, that our food sector is not greedy but honest. Consumers/citizens almost exclusively blame food prices on their governments, no matter the region of the world or era. The only reason I brought up the NDP leader's latest hot topic is bc it is in the news all the time across several papers. This caught my attention as a food industry professional, and so I have started reading about this more. The by-product of his message is it is galvanizing the idea that gov't somehow controls food prices, that gov't has a hand in controlling/influencing this. If a campaign is to be put forward to build trust, it is important to look at the present sources of that mistrust. Political uncertainty is the biggest source of mistrust on all industry sectors. If you read the opinion of most Canadians, the trust in CBC media is way down. They are loosing audience share in so many of their programs. It is so sad bc they are such a gem. They just did a segment on the radio vetting calls from listeners, trying to wrap their arms around this perception. So if you try to build a campaign around public awareness, you really need to take the temperature on the current political climate and tread carefully on how you position. You need to define the end goal of your campaign, the main audience, and then the core message. I have seen public awareness campaigns backfire even with the best intentions, with unforeseen _perceptions_ of bias. The coalition of members behind the campaign is important to ensure unbiased representation, and the name of the coalition will be scrutinized by the public. Sadly today so many people pounce on shredding apart a campaign and drag good players into a bad light. I love the subject you raised Dana, thank you so much for this dialogue! ---
**Author:** ![richardbaker](https://yodl.cfin-rcia.ca/letter_avatar_proxy/v4/letter/r/4bc9b0/32.png) [@richardbaker](https://yodl.cfin-rcia.ca/u/richardbaker)\ **Post date:** [October 18, 2023, 8:20pm UTC](https://yodl.cfin-rcia.ca/t/consumers-dont-understand-the-food-business-how-can-we-change-that/528/4 "2023-10-18T20:20:00Z")
The media does not help the matter. They just listen to what "The Left" have to say and leave it at that. When is the last time any one from the media or Governmenr went and talked to a food manufacturer on the cost increases they are facing, particularily, small food manufacturers? Manufactuers do not increase prices just to increase profits. They do it as a last resort. For instance, as part of a event put on by the Polish Investment Office, Toronto I particpated in last year, importer for meat informed the group, a 20' container before the pandemic cost $5,000. That year (2022) it costs him $20,000. What was he to do? As for Aldi and Lidl coming to our rescue, Europe's CPG inflation rate was 10.9% in August, 2023, down from close to 20% in March, ---
**Author:** ![nestor](https://yodl.cfin-rcia.ca/user_avatar/yodl.cfin-rcia.ca/nestor/32/1219_2.png) [@nestor](https://yodl.cfin-rcia.ca/u/nestor)\ **Post date:** [October 19, 2023, 6:53am UTC](https://yodl.cfin-rcia.ca/t/consumers-dont-understand-the-food-business-how-can-we-change-that/528/5 "2023-10-19T06:53:00Z")
[@Dana McCauley](https://www.cfin-rcia.ca/network/members/profile?UserKey=b800c223-a09d-49c9-a3e4-a1b7781d9f6c), super important topic. This issue requires targeted communication, transparency, and education to bridge the gap between consumer perception and the realities of the food industry. As a non-partisan organization, we can leverage YODL and join forces with some of our members to publish articles, webinars, or infographics that break down the costs involved in food production and distribution, and provide consumers with a transparent view into why prices are increasing. These can be amplified through social media and press outlets. For example, a series of 10' interviews with CFIN's food manufacturers, distributors, independent retailers and food service operators across Canada, explaining the increase in COGS and how this is squeezing their margins. [#foodprice](https://www.cfin-rcia.ca/search?s=%23foodprice&executesearch=true) [#foodinflation](https://www.cfin-rcia.ca/search?s=%23foodinflation&executesearch=true) ---
**Author:** ![dana](https://yodl.cfin-rcia.ca/user_avatar/yodl.cfin-rcia.ca/dana/32/1204_2.png) [@dana](https://yodl.cfin-rcia.ca/u/dana)\ **Post date:** [October 19, 2023, 8:51am UTC](https://yodl.cfin-rcia.ca/t/consumers-dont-understand-the-food-business-how-can-we-change-that/528/6 "2023-10-19T08:51:00Z")
Hi [@Richard Baker](https://www.cfin-rcia.ca/network/members/profile?UserKey=e69b4f06-c57f-4e06-aa64-7777997ef73e) Although I'm not sure you can blame the media for listening to one political side versus another, I do think that they make a mistake in trying to reduce food price conversations to short stories. When stores have 50,000+ products on the shelves, there are going to be a ton or reasons why prices are up (or down). It would be fantastic to see a CBC series on the radio or tv that went category by category each week and broke down the facts. ---
**Author:** ![richardbaker](https://yodl.cfin-rcia.ca/letter_avatar_proxy/v4/letter/r/4bc9b0/32.png) [@richardbaker](https://yodl.cfin-rcia.ca/u/richardbaker)\ **Post date:** [October 19, 2023, 7:29pm UTC](https://yodl.cfin-rcia.ca/t/consumers-dont-understand-the-food-business-how-can-we-change-that/528/7 "2023-10-19T19:29:00Z")
Dana: Dana: Yes. My point which I should have explained better - media is making food inflation a Made in Canada problem when it is a global issue. This week I have met with small businesses from Montana and Colorado. They are not increasing prices to increase their profit level. They are barley treading water in a rough current, ---
**Author:** ![dana](https://yodl.cfin-rcia.ca/user_avatar/yodl.cfin-rcia.ca/dana/32/1204_2.png) [@dana](https://yodl.cfin-rcia.ca/u/dana)\ **Post date:** [October 19, 2023, 8:54am UTC](https://yodl.cfin-rcia.ca/t/consumers-dont-understand-the-food-business-how-can-we-change-that/528/8 "2023-10-19T08:54:00Z")
Great idea [@Nestor Gomez](https://www.cfin-rcia.ca/network/members/profile?UserKey=c5c7ffba-9ed5-4a1e-be61-addca250cbb5). But I still feel that consumer education on this matter should fall to a media outlet who serves a public audience. If any news outlet wants to take on that job, I will be first in line to recommend CFIN members they can speak to about this topic. Of course, you're correct. YODL is a great place for this conversation as well. I hope more members will post about this topic as I know we have A LOT of food business and consumer journalists who read these threads. ---
**Author:** ![dana](https://yodl.cfin-rcia.ca/user_avatar/yodl.cfin-rcia.ca/dana/32/1204_2.png) [@dana](https://yodl.cfin-rcia.ca/u/dana)\ **Post date:** [October 21, 2023, 11:41am UTC](https://yodl.cfin-rcia.ca/t/consumers-dont-understand-the-food-business-how-can-we-change-that/528/9 "2023-10-21T11:41:00Z")
So interesting to hear about what is happening in other markets. Thanks for clarifying your point. ---
**Author:** ![dana](https://yodl.cfin-rcia.ca/user_avatar/yodl.cfin-rcia.ca/dana/32/1204_2.png) [@dana](https://yodl.cfin-rcia.ca/u/dana)\ **Post date:** [October 21, 2023, 11:42am UTC](https://yodl.cfin-rcia.ca/t/consumers-dont-understand-the-food-business-how-can-we-change-that/528/10 "2023-10-21T11:42:00Z")
So true Greg! There is definietly a place for brands to communicate to their loyal consumers and make them part of the conversation. ---
**Author:** ![bethkeys2017](https://yodl.cfin-rcia.ca/letter_avatar_proxy/v4/letter/b/4bc9b0/32.png) [@bethkeys2017](https://yodl.cfin-rcia.ca/u/bethkeys2017)\ **Post date:** [October 19, 2023, 8:12pm UTC](https://yodl.cfin-rcia.ca/t/consumers-dont-understand-the-food-business-how-can-we-change-that/528/11 "2023-10-19T20:12:00Z")
I think it is a great idea to support category challenges to bring credibility to the claims of hardship manufacturers are facing. ---
**Author:** ![fernandaferreira](https://yodl.cfin-rcia.ca/letter_avatar_proxy/v4/letter/f/374151/32.png) [@fernandaferreira](https://yodl.cfin-rcia.ca/u/fernandaferreira)\ **Post date:** [October 20, 2023, 2:57am UTC](https://yodl.cfin-rcia.ca/t/consumers-dont-understand-the-food-business-how-can-we-change-that/528/12 "2023-10-20T02:57:00Z")
This might be from all the noise from NDP leader makes on a daily basis, constantly challenging Loblaws to defend their 'profits & pricing'. It is a huge topic for him, its constantly in my Twitter feed. I never take what media or politicians say at face value, but his rants magnify this misinformation. While ppl may not support his party, this constant loop will create suspicion in the public no matter what party they support. Party platforms create hyper awareness, especially a 'kitchen table politic' like this one. Being in the industry I am well aware of the logistics to get food in the stores, but consumers need to find blame somewhere and he is just creating more suspicion and amping the uncertainty. To help change consumers minds to what end though? I mean cost of food is always a concern, this is not new subject since I was a child its always on people's minds. The 'campaign' needs to be more than just assuaging the perception of price gouging. I am not sure its up to anyone to educate people on the food business, because if you really sat down asked someone specific questions you would probably see they already know there are so many facets that affect the prices. I think its about building trust about the whole industry, perhaps a coalition of the industry at all levels - pride in our workforce around this sector - would resonate. This message should never be a public awareness from the gov't bc, the consumers you are trying to change their perception look at gov't with suspicion. I think back to the 'Good things Grow in Ontario' campaign, that generated a lot of pride for our local agri sector. ---
**Author:** ![gregprokopowich](https://yodl.cfin-rcia.ca/letter_avatar_proxy/v4/letter/g/6b4554/32.png) [@gregprokopowich](https://yodl.cfin-rcia.ca/u/gregprokopowich)\ **Post date:** [October 20, 2023, 11:17am UTC](https://yodl.cfin-rcia.ca/t/consumers-dont-understand-the-food-business-how-can-we-change-that/528/13 "2023-10-20T11:17:00Z")
I really like this suggestion because if you're not talking about what's happening in your business, the consumer is making up their own stories to justify what they are seeing and paying at the counter. Part of your branding is to be transparent and real with your customer. No smoke and mirrors....just the honest assessment as to what is going on.