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Coveney J (Coveney, John) (March 2008) Food and trust in Australia: building a picture

Paper, PUBLIC HEALTH NUTRITION Article?
CAMBRIDGE UNIV PRESS, EDINBURGH BLDG, SHAFTESBURY RD, CB2 8RU CAMBRIDGE, ENGLAND

Document:

Abstract
To explore consumer trust in food, especially people’s experiences that support or diminish trust in the food Supply; consumer practices to strengthen trust in food; and views on how trust in the food supply could be increased.

Design: In-depth qualitative research interviews and focus groups.

Subjects: Women and men who are primary food providers in families (n = 24).

Results: Media coverage of food scares and scandals and personal experience of food-borne illness challenged respondents’ trust in the food system. Poor retail food handling practices and questionable marketing ploys by food manufacturers also decreased trust. Buying ‘Made-in-Australia’ produce and following food safety procedures at home were important practices to strengthen food trust. Knowledge of procedures for local food inspection and for national food regulation to keep food safe was scanty. Having a strong regulatory environment governing food safety and quality was considered by respondents to be of prime importance for trust building.

Discussion: The dimensions of trust found in this study are consistent with key theoretical aspects of trust. The need for trust in highly complex environments, in this case the food supply, was evident. Trust was found to be integral to food choice, and negative media reports, the sources of which themselves enjoy various levels of dependability, were found to easily damage trust relationships. The lack of visibility of authoritative monitoring and surveillance, misleading food advertising, and poor retail food handling practices were identified as areas that decreased consumer trust. Respondents also questioned the probity of food labelling, especially health claims and other mechanisms designed to guide food choice. The research highlights the role trust plays in food choice. it also emphasises the importance of a visible authoritative presence in the food system to strengthen trust and provide reassurance to consumers

Keywords: Trust; food safety; food choice; Qualitative research

Relevance to our study:
The study and survey done among men and women who are primarry food providers in families. The result states that there is no regulation in place. The inadequate food inspection and certification for national food have reduce consumer confidence in food safety. Inorder to build consumer trust the government need to put adequate regulating agencies( government agencies that have legal jurisdication over foods and state and local agencies may also have jurisdication over foods where there are produce, stored and distributed. The more trust the consumer places in inspection and certification body, he or she is likely willing to pay a price as long as the food is safe.

Relevancy on a scale from 1 to 5 = 4

Review status:
Review started on 2009–07–14
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