A revolution in transparency and traceability to build trust to higher levels than before the horse meat contamination incident earlier this year is essential in the food and consumer goods industry, according to the IGD.
Speaking at the IGD Convention 2013, Joanne Denney-Finch, chief executive of the IGD, said: “Trust has been picking up since horse meat, but we’re under more scrutiny than ever.
“It’s vital that we now lead a revolution in transparency and traceability. It won’t be easy and it will take time, but it’s the biggest opportunity of a generation.”
IGD ShopperVista research unveiled at the event showed 56% of shoppers – up from 34% in 2011 – want to know more about where their food comes from. Currently only 12% feel they know “quite a lot” about the origin of their food.
Denney-Finch said: “We have a great opportunity to close that gap. And people’s expectations are already high. Eight in 10 shoppers believe that food and grocery companies should know where every single ingredient comes from.”
Denney-Finch said traceability and transparency shouldn’t be seen as overheads, but rather as an investment.
“Whenever we’re transparent it shows that we are confident. As we should be – what we sell has never been safer, more reliable, better quality or better value. I’ve visited hundreds of farms, factories, distribution centres and stores around the world, so I know first-hand. The people and companies with integrity will prevail.”