Building consumer trust in Canada's food system: CCFI

For Canadians, the cost of food is among their most significant worries, with 47% reporting they are “very concerned” about prices, according to the Canadian Centre for Food Integrity’s 2025 Public Trust Research. 

The concern ranks ahead of inflation, healthcare and climate change. 

Lisa Bishop-Spencer, executive director of the Canadian Centre for Food Integrity (CCFI) told Canadian Grocer that when the food system feels unaffordable, people start to question if they should trust it. 

Over the past year, the Canadian food system and its consumers have been faced with geopolitical and economic challenges. 

READ: Food prices expected to continue to climb again this year

“The confidence of Canadians in the food systems tends to ride in waves. We are close to our pre-pandemic numbers in terms of positive impressions of the food system and we think that is directly related to the pro-Canadian sentiment,” said Bishop-Spencer. “What we’ve noticed is that Canadian confidence tends to ride on moments so the question to the sector becomes ‘how do we maintain that trust?’”

The role of the food system and consumer are interconnected. Consumers think of farmers and retailers but may not understand the nuances of the people and systems that come before and in the middle. 

“The need for collaboration in the sector is more paramount now than it has ever been. Retail has a job to play in using the sources people trust in order to bring and maintain the confidence we have with Canadians,” said Bishop-Spencer. 

There are initiatives that are being developed to tell Canadians that they are a part of the food system, like the Canada’s Food System program. Developed in partnership with CCFI and food industry leaders nationwide, the initiative highlights agri-food innovations using storytelling, research and digital engagement to consumers. 

“Trust in Canada’s food system is built through visibility, transparency and engagement across the value chain. Ongoing efforts by the sector to improve public understanding help grow that trust,” said Bishop-Spencer. “On the 10th anniversary of Canada’s Agriculture Day, [we] celebrate the progress being made in connecting Canadians with the food system and highlighting the importance of maintaining that trust.”