INSIDE THE MINDS OF INFLUENCERS The Truth About Trust

2016 Consumer Research from The Center for Food Integrity®

COMPREHENSIVE GUIDE A SERVICE TO CFI MEMBERS FOR CFI MEMBERS ONLY PLEASE DO NOT SHARE WITH NON-MEMBERS FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS CFI’s annual consumer trust research is funded by sponsors through the Foundation for Food Integrity, a non-profit anon-profit Integrity, Food for Foundation the through by sponsors funded is research trust consumer annual CFI’s foundation created to conduct research and provide educational outreach about today’s food system. MISSION the publicdiscussion VISION is well-informed and expectations and food system earn sustainable food Copyright system inwhich consumer trust practices align with consumer a transparent, CFI envisions OUR OUR Help today’s balanced. © 2016 The Center for Food Integrity. All Rights Reserved. We strive to... the contentthe with non-members. Thank you in advance for not sharing today’s conversation about food. effectively with audiences influencing you look to engage more directly and hope it serves as avaluable tool as to you as aCFI member benefit. We consumer research guide is provided This comprehensive 2016 CFI consumer trust operate inamanner thatbuilds food andagstakeholders to Convene, empower andsupport expectations food system withconsumer Align theculture of today’s public conversation about food Be aleadingvoice inabalanced table of contents

4 The Influencers 12 Put the Research to Work 14 Consumer Types 36 Consumer Concerns 42 Consumer Attitudes 50 Sponsors FOR CFI MEMBERS ONLYFOR CFI MEMBERS ONLY – PLEASE DO NOT – PLEASE DO NOT SHARE WITH NON-MEMEBERS SHARE WITH NON-MEMEBERS

Inside the Minds of Influencers | 2016 Comprehensive Guide 3 The Influencers

Which consumers are setting trends and shaping opinions about food? Who are they talking to? What are their motives and behaviors? What topics intrigue them? Which information sources and brands do they trust most? Wouldn’t it be nice to know? Now we do.

We all have opinions about food: how it’s produced, communicating our shared values is the founda- what’s in it, who’s producing it and how it impacts tion for earning trust. Values are all about the why. our health. In partnership with digital ethnography pioneers However, not all opinions affect change. The latest MotivIndex™, we identified five Consumer Types consumer trust survey from The Center for Food to pinpoint their: Integrity (CFI) identifies the voices that impact the • Values decisions of others as they make choices at the • Motivations grocery store or form opinions about the products, • Beliefs • Concerns processes, people and brands that define today’s MotivIndex™ food system. • Emotional Triggers is a pioneer • Behaviors in the field of Digital In fact, CFI’s research identifies the two consumer The approach gives us a new Motivation Research (DMR), types that are setting trends and driving the level of insight – allowing us to an approach conversation, particularly online. At times, these understand how and where they that: Removes the conversations may fuel skepticism and undermine connect online, emerging trends, subject bias found in surveys and trust in food and agriculture. However, as CFI has trusted brands, sources and focus groups long proposed, the values of the food system in channels they use to shape their Uncovers people’s unspoken many cases are much more closely aligned with beliefs and opinions about food motivations consumer values than some may believe. The and agriculture. FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS results from CFI’s 2016 consumer trust survey shed tremendous light on how to positively affect In other words, we can identify who and what change in the way the food system communicates are changing beliefs, attitudes and behaviors – with consumers regarding our shared, authentic understanding why ideas move into or out of the values. marketplace. In turn, that allows us to identify where our values align, and where and how we For nearly a decade, CFI has conducted annual engage to earn trust. consumer research to better understand public attitudes and how to best engage to earn trust. It In addition to the MotivIndex™ results, our survey has helped us define what people are saying and – as in years past – tracks consumer concerns and doing. trending attitudes on topics ranging from food safety and animal welfare to attitudes about farm- In 2016, we went a step further to understand ing and trusted sources of information. why. As the CFI consumer trust model tells us, (See pages 36 to 49)

The information in this book provides a comprehensive summary of the in-depth findings from the 2016 CFI consumer trust research. Full research results, which include full insights, detailed audience segmentation, cross- tabulation and trust-building engagement strategies, are provided to CFI members. To access the full research report customized for your organization and to inquire about presentations and additional benefits of membership, contact CFI at [email protected] or 816-556-3141.

FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS – PLEASE DO NOT CFI MEMBERS ONLY FOR 6 Inside the Minds of Influencers | 2016 Comprehensive Guide When it comes to food, there are five Consumer Types that reflect U.S. population beliefs and attitudes toward food.

WELLNESS FOOD PEAK COMFORT PROVIDERS℠ SEEKERS℠ FATALISTS℠ PERFORMERS℠ SEEKERS℠

Questions We Can Answer About Consumer Types ( See pages 14 to 35 ) • Who are they? • What information sources do they trust? • Why do they talk about food-related issues? • What conversation themes emerge? • What does food symbolize? • Why do some seek “evolved” food? • What do they believe? • Which brands do they prefer? • How do they behave? • Which foods are “in” and which are “out?” FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS • Who is driving change? • Which foods are “on the fence?” • What communication channels do they use?

Each Consumer Type has a unique set of in the moment. Look for them celebrating life motivations, feelings and actions that are with comfort food or taking a break from their directly tied to whether they feel they are living stressful routine with a quick burger. Each well as it relates to food. segment defines living well and the meaning of food uniquely. Each segment defines living well differently. On one end of the spectrum are the Wellness The influence that a particular segment has is Seekers℠ who define it as treating their bodies not necessarily determined by size, but rather like a temple and focusing on the future. You’re share of voice in the public discussion about likely to find them at the local farmers market food and its influence on other segments. For shopping for organic produce and telling others example, Wellness Seekers℠ are only 11 percent about their healthy lifestyle. of the population but have a 25 percent share of voice. Comfort Seekers℠ are 35 percent of the At the other end are Comfort Seekers℠ who population, yet have only a 20 percent share define it as enjoying life’s pleasures and living of voice.

FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS – PLEASE DO NOT CFI MEMBERS ONLY FOR Inside the Minds of Influencers | 2016 Comprehensive Guide 7 Share of Population vs. FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS Share of Voice

We are currently in the midst of a shift in the Food Fatalists℠ and Peak Performers℠ who marketplace where the culture and conversation together are driving change. around conventional food is changing as consum- ers navigate which foods to adopt, moderate or Why? The 2016 CFI research shows that Food abandon. But who influences those decisions? Fatalists℠, who are more adventurous and don’t want to be left behind when it comes to food, and Based on share of voice, you might think Wellness Peak Performers℠, who maximize life through Seekers℠ are responsible for that shift. But many food and seek continuous improvement, set the see them as too ideologically rigid and therefore trends and significantly influenceProviders ℠ they are less influential. It’s actually the combined – a group that represents a third of the U.S. share of voice (40 percent) and motivations of population.

FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS – PLEASE DO NOT CFI MEMBERS ONLY FOR 8 Inside the Minds of Influencers | 2016 Comprehensive Guide Influencers Driving Change The Consumer Types reflect foundational research that illustrates how new ideas or products are adopted by society, withFood Fatalists℠ and Peak Performers℠ influencingProviders ℠. The adoption process has been well researched for more than five decades, and the digital ethnography by MotivIndex™ allows us to leverage that knowledge in today’s communication environment.

FOOD FATALISTS℠ PEAK PERFORMERS℠ PROVIDERS℠

OSSD DO O A A IDA FOODS O OSSD FOODS ALL IAT O FOA

AL FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS Providers never feel quite FD ℠ T FOOD A T A good enough and the last FATALIST T FO thing they want is to be seen OID as a neglectful parent or to be caught snoozing when something new is known about the foods they buy for their family. When a food issue is placed before them they feel anxious that they don’t have the information or trusted sources they need to decide what’s right or wrong. To ease the anxiety, they look to Food Fatalists℠ and Peak Performers ℠ for guidance.

FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS – PLEASE DO NOT CFI MEMBERS ONLY FOR Inside the Minds of Influencers | 2016 Comprehensive Guide 9 Pam the Provider

The influence of theseFood Fatalists℠ and Peak Performers℠ is why more Americans are flocking toward various attributes of food that are – what they consider – evolved and that signify progress. The large segment of Providers℠, in particular, are taking cues from those two Consumer Types on evolved foods – in others words, what’s “in” and what’s “out.” We see that in the demand for less processed food, simpler labels and labels that indicate the product is “free from” everything from gluten to GMOs.

EVOLVED PRODUCTS THAT ARE “IN”

Currently, it’s about… • Ingredients Used Especially those that • How Food is Grown Clean and a place come from other cultures consumers can picture in their minds

• Simpler Ingredients Ingredients that • How Food Tastes or Feels Food less people can recognize (less is more!) processed (FLP)

UNEVOLVED PRODUCTS THAT ARE “OUT”

• Tons of Preservatives FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS • Added Sugars or Typically, products with… High Fructose Corn Syrup • Trans Fats • MSG

QUESTIONABLE PRODUCTS THAT ARE ON THE FENCE

Typically, products with…

• Casein / Soy Protein • GMO Grains • Gluten • Aspartame and Other • Meat from Animals Given Artificial Sweeteners Antibiotics or Hormones • Food Dyes

FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS – PLEASE DO NOT CFI MEMBERS ONLY FOR 10 Inside the Minds of Influencers | 2016 Comprehensive Guide The research illustrates an opportunity for the food system to be more engaged in the conversation about today’s food and earn trust, particularly with the large segment of Providers℠, who simply are looking for balanced information and validation that what they’re buying and consuming is the respon- sible choice for themselves and their families.

With all Consumer Types, we now can engage to:

• Help define what constitutes evolved food • Establish and communicate the existing link and lead the evolution between food and performance (this includes both body and mind), and become the go-to, trusted source of information on “good for you • Share with consumers the rewarding health and your performance” food and performance benefits of new ingredients, especially those ingredients that originate from non-American cultures • Showcase products that have evolved

• Increase your share of voice in the digital • Target specific segments (Food Fatalists℠, discussion Peak Performers℠ and Providers℠) through hypertargeting

We also can pinpoint conversation themes, where they’re taking place and who’s driving them – and engage with influencers in ways that are aligned with their values, beliefs and attitudes.

Comprehensive attributes for Consumer Types are detailed on pages 14 through 35. We hope you find the information beneficial as you develop strategies to effectively target and engage with consumers to earn trust. Let CFI know how we may assist you in applying the 2016 research. FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS

Contact CFI at [email protected] or 816-556-3141

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Pam the Provider and Processed Foods From articles on her Facebook feed to parent conversations at the kids’ soccer games, Pam the Provider℠ feels increased pressure from the voices of Peak Performers℠ and Food Fatalists℠ to steer clear of processed foods and adopt a “clean eating” lifestyle.

Her angst is high as she often struggles to provide healthy meals for her family on a tight budget and overbooked schedule that lends itself to processed, easy-to-prepare and affordable foods that aren’t considered particularly “clean” by the influencers whispering in her ear.

HOW CAN THE FOOD INDUSTRY USE THE IN-DEPTH 2016 CFI RESEARCH TO ENGAGE WITH PAM TO:

SUPPORT AND EMPOWER HER

PROVIDE BALANCED INFORMATION

INSTILL CONFIDENCE ABOUT THE VALUE OF PROCESSED FOODS

AND EARN TRUST

... AS SHE MAKES CHOICES ABOUT WHAT SHE FEEDS HER FAMILY?

12 Inside the Minds of Influencers | 2016 Comprehensive Guide Targeted Values-Based Approach

WHAT WE KNOW ABOUT PROVIDERS℠

(MORE CHARACTERISTICS ON PAGES 28 TO 31)

• Feel anxious that they don’t • Share recipes, articles on popular food have information to make good issues, and coupons or posts that could decisions earn them discounts or prizes • Never feel quite good enough • Trust food companies • Believe in family • Converse with brands online • Like Facebook (How they can’t wait to try a new product or would appreciate coupons) • Interested in recipes and cooking videos • Post pictures of themselves and their family

CFI’s trust model demonstrates that communicating with shared values is the key to earning trust. Now, equipped with in-depth MotivIndex™ influencer findings, we can tailor and target strategies much more precisely.

A campaign to engage Providers℠ could feature the following strategies that include values-based messaging about health, nutrition, convenience, affordability, confidence and family – issues that are top of mind for people like Pam:

• Feature an on-staff “mom” dietitian in online videos creating healthy, affordable recipes in the kitchen with her kids (Previous CFI research shows “mom scientists” are a highly trusted source) FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS • Feature company products and include messages about how processed foods can be part of an affordable, convenient, balanced and nutritious diet for today’s families • Offer prizes or coupons for liking and sharing the videos, or for sharing pictures of themselves making the recipes – perhaps a trip to meet the dietitian and star in a recipe video • Create consumer Q & A videos with the dietitian or a Twitter party where Providers℠ can ask questions about processed foods or a particular ingredient that raises questions • Provide an online website forum where consumers can get questions answered by the dietitian • Use digital hypertargeting to reach Providers℠ and influential bloggers online with the above content • Plan an influential blogger tour with the dietitian at the company to see how products are made. CFI has facilitated several successful food system blogger tours and would be happy to assist members in planning and coordinating a tour. Contact CFI to learn more.

*Campaign Includes initial and continuing monitoring of online content activity of Providers℠ to drive content development Inside the Minds of Influencers | 2016 Comprehensive Guide 13 Consumer Types

WELLNESS F O O D SEEKERS℠ FATALISTS℠ PEAK COMFORT PERFORMERS℠ PROVIDERS℠ SEEKERS℠ WELLNESS SEEKERS

FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS This group is predominantly women (skews percent 85 female) well-educated. Many are married have and children. Demographics YouDemographics to Need Know 16 and between the ages of 25-44, lives areas in urban is and betweenand the ages of 25-44, Inside theMinds of Influencers | 2016 Comprehensive Guide Wellness Seekers POPULATION ABOUT FOOD & HIGH LY LY HIGH CONVENIENCE FOODS CONVENTIONAL CONSUME SIZE EDUCATED SHARE OF VOICESHARE OF 25 POLITICS

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FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS - - - - will also steer also will steer ℠ are interested in community interested are

are as interested in local as as in local as interested are make up 11 percent of the popu of percent up 11 make are interested in unpasteurized unpasteurized in interested are ℠ ℠ ℠ ℠ Wellness Seekers Wellness living and eating collectively, sharing food and and sharing food andliving eating collectively, lation, but account for a 25 percent share of the of share 25a percent for lation,but account impact that can only – believing they or destiny) life imprint on the world by moving others toward a a toward others moving by imprinton the world helping others andhelping building others like- a community of minded people. new way of living world. and of new thinking way new in a brave recipes andthe food.recipes happiness from get they and foods teas and feeding,milk breast natural because community building starts home. at tion, being a “good person,” focusing on personal personal on focusing person,” “good a being tion, their own future. their own their leave to want – insignificant i.e. they feeling vegan, left animal far protectors, – are the far, to that you can find in your find (local,sustain can backyard in that you buy will chick eggs They from in organic). are they been imported that have vegetables than organic communities. communities. development, self-fulfillment, having kids, healthy of personal agency (a sense of control over their their over control of sense agency (a personal of about all are that. about They proud and loud and with about life” educating others living a “whole able, no pesticides,non-GMO and organic, though rather in their rice town or brown grain ensfed However, this group does not like conflict. like does not this group However, your dreams,your self-confidence, perfec not progress Population and World and World Population voice about food. This archetype has a high sensevoice Wellness Seekers Wellness Wellness Seekers Wellness Seekers Wellness Seekers Wellness They want to be admired for their and be fear intellect admired for to want They mix with “like-minded” to like They people and – following way own in living your believe They View Philosophies View “healthy choices.” - are stay- are Wellness ℠ 2016 Comprehensive Guide 17 Comprehensive | 2016 Influencers of Minds the Inside have turned toward toward turned have ℠ are predominantly upper predominantly are ℠ are politically left of center left center of politically are ℠ have lost faith in the conventional food food in the conventional faith lost have , an audience that is educated about the, an audience that educated is Wellness Seekers Wellness ℠ ℠ Wellness Seekers Wellness

look at food as an investment they are making are in they look as an investment food at convenience conventional consume few Very life. Food is wellness. smoothies, etc. They grow their own food when food their own grow smoothies, They etc. system and abandoned the traditional “American” “American” traditional the abandoned and system issues. significantly. minimal makeup or skincare products. or skincare minimalmakeup professional positions.professional they can, cook from scratch (especially baby food), food), baby (especially scratch can, from cook they their at one table. more for room always is there to their identity – almost in a spiritual way. They They their identityto – almost way. in a spiritual foods. fair trade, etc.) are highly important Wellness are to etc.) trade, fair tors etc.). themselves so they can live a rich and a rich meaningful live can so they themselves and are considered armchair activists considered and are andnew attend farmers markets and buy markets farmers in bulk because attend diet, giving up meat primarily or reducing intake intake diet, giving meat up primarily or reducing grains, without additives, ancient simple foods fruitsjuicing,organic and vegetables, making age. age. and upper middle class in working, collar white at-home moms, many work in the healthcare or or healthcare the in work moms,at-home many Food ethics and politics (organic, animal rights, animal politics and (organic, ethics Food Instead, Instead, wellness industry (physiotherapists, yoga instruc yoga industry (physiotherapists, wellness Seekers Seekers Food Philosophy Food Wellness Seekers Wellness of While 30 percent Wellness Seekers Wellness They’re fit, are naturally healthy looking use and healthy fit, naturally are They’re The body and very is a temple food is connected Work and Political Styles and Political Work

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FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS ❝ Why They Talk About They lives will quote their in (Paulo leaders powerful Wellness Seekers Coelho, Deepak Chopra) who Deepak philosophers and Coelho, 18 Food-Related Issues Many of food conversations their focus their on Earth and the Creator. the and Earth They will talk new about diet they every time feel there is strong evidence to toopen update new their try information and are interested in scientific evidence from various organic is not important, only argue buying that howand recalls these are indicative of alarger, todue potential the presence pieces) of glass extreme recalls recalled being (i.e. afood product they food that issues and have discovered, such as alternativechildren, ways to educate parent, and greedy. cases venge some in and They are angry that they should do or avoid or they do that something. should food practices (GMOs), environmental concerns secrets and healthy to food making pets, their system).the believe Some tough in love social and ful (the young Wellness Seekers Mother talk love, about goddesses, compassion, upheaval (i.e. the fall of capitalism). perceived sources. They trustworthy are always lives. They their have believe that changed books it’s necessary and worth all financial costs. They all financial costs. worth and it’s necessary power structures are core in their U.S. the that sustainable tasty for and children (and themselves). systemic problem with corporate power. They theory, Ileveragetheory, it to right say –see, Iwas all along.” marketplace inthe that proveshappens my personal driven forvalidation. by need the Every time something advice. volume So the of my conversation really is believepeople don’t my meorthey tend to dismiss proof is “Food of my better life choices. But typically, Inside theMinds of Influencers | 2016 Comprehensive Guide ℠ also talk dangerous also about ℠ feel paralyzed by - They feel no need toThey feel they anonymous need no and be post They also post articles that compare the U.S. with with compare that U.S. the They articles post also They are educated will highly take and to Twitter They use theironline presence to teach inform and Additionally, they concerning many post articles While they presence,While have many media asocial On social media, Wellness Seekers media, social On very active across all platforms. They favor across active all platforms. very blogs water contamination, with natural illnesses healing etc., that exist U.S. that etc., the outside also are very muchalso into are very Do-It-Yourself the (DIY) to also and celebrateothers, own their lives. They and the necessity of having space for your mind. Tumblrand at they because can articles post and connection. However,and connection. they realize they cannot aconcept as media are they because anti-social itother countries comes to when more stringent the and validation. and their pictures openly. They talk about retreats to to others often and for blogs these information circulatestion they and across connect blogs these foods and spices, and healthy snacks for the kids. healthy and for snacks kids. spices, foods the and believe it takes away from face-to-face community movement post recipes and for DIY deodorants, harmful chemicalsharmful found in food cosmetics, and shampoos and menstrual products. shampoos simply dismiss it today’s in dismiss simply environment. length and connect to other Their bloggers. educa laws against food additives, harmful dyes, GMOs, Seekers quotes and stay connected children, post inspirational to family and friends. theyto channel social the be to advocate for they what use to show pictures of their Wellness believe For Wellness in. ℠ , Facebook tends ℠ generally are generally

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FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS ℠ 2016 Comprehensive Guide 19 Comprehensive | 2016 Influencers of Minds the Inside Joel Fuhrman MD (pro-vegan doctor), Colin Campbell (author of China Study), Nick China Study), of Colin Campbell Joel MD (author Fuhrman (pro-vegan doctor), Forks Over Knives and Inc. Food Knives Over Forks Plant-Based Foods Association, Compassion in World Farming, Thug Kitchen, Green Farming, Thug Kitchen, Plant-Based Association, Foods Compassion World in Kamala Harris (Attorney General, California), Elizabeth Warren (U.S. Senator, Massachusetts), Massachusetts), (U.S. Warren Senator, Elizabeth General, Harris California), (Attorney Kamala

Politics: Documentaries: Bernie Sanders (U.S. Senator, Vermont) Bernie (U.S. Sanders Senator, Recovery (food activism blog), Taking Sides (animal rights) Sides (animal activism (food Taking blog), Recovery House,Gnarly Nutrition, Thin Food,Slim Bob’s Luna, Foods,Mill Red Simply Natural Organics, Perrier, Free, Suja Juice, Bumbleroot, La Croix Water, Traditional Medicinals (food/beverage), Healthy Food Food Healthy Medicinals (food/beverage), Traditional Water, Bumbleroot, Suja Juice, Croix La Free, Relevant Connections Relevant Brand Loyalty (nutritionist), Jonathan Safran Foer, general vegan recipe blogs, Vandana Shiva, Michael David Pollan, blogs, recipe general vegan Vandana Jonathan Foer, Safran (nutritionist),

Other Influencers: Other Ortner, Mark Hyman MD (pro-vegan doctor), Dave Bemel, Howard Lyman (activist), T. Colin Campbell T. (activist), Bemel, Lyman Dave Mark HymanOrtner, Howard MD (pro-vegan doctor), Clif Bar, Stonyfield, Credible Cravings, Eden Organics, Lightlife, Skeeter Nut Free, Healthy Choice, Kashi, Choice, Healthy Free, Nut EdenCravings, Stonyfield,Credible Organics, Skeeter Lightlife, Bar, Clif Wolfe Associations: A Sample Brands of Common Seekers Wellness to Annie’s Homegrown, Applegate, Mary’s Dare Crackers, Earth Balance, Homegrown, Crackers, Dare Mary’s Applegate, Daiya, Noosa, So Dairy Delicious Annie’s Vega Protein Powders, Simply Raw, Healthy Delights, Barney Butter, Tsamma Juice Tsamma Delights, Healthy Barney Simply Butter, Raw, Powders, Protein Vega FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS WITH SHARE NOT DO PLEASE – ONLY MEMBERS CFI FOR FOOD FATALISTS

FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS “young, hip middle class.” They are single or living with partners The FoodThe Fatalists falls within the age range of 25-44. They typicallyfalls are well- within the agerange of 25-44. Demographics YouDemographics to Need Know 20 generation numerous up making races backgrounds. and veryand few have children. They are considered the diverse educated, live areas in urban can and beconsidered the Inside theMinds of Influencers | 2016 Comprehensive Guide ℠ segment typically skews younger and Food Fatalists POPULATION ABOUT FOOD & HIGH LY LY HIGH 5 CONVENIENCE FOODS CONVENTIONAL CONSUME SIZE EDUCATED SHARE OF VOICESHARE OF POLITICS 5

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FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS - - - ℠ make up five percent of of the popu percent up five make ℠ lation, but account for a 15 percent share of the of share a 15 percent for lation, but account seen small-minded. as saying “that’s gross” because doing so is offensive saying “that’s doing offensive because so is gross” Whole and Foods like home stores at shop to close it. Taste and texture overpower nutritional value. nutritional value. overpower and texture it. Taste has already written off Americans.has off written already seek They knowledge and and being transformation fear Food Fatalists experiences. Food create menu to foods behind by a fast-changing world that they believe a fast-changingbehind believe that they by world potential that life offers around the dark,the unex around offers life that potential corners. plored buy quality meat, usually They cheese and produce. ful even – food choices and experiences because and experiences choices – food even ful to taste everything gone. all it’s good taste before to at local farmers markets. local at experiences. “authentic” cheap, and in the direction wrong far want gone and they too comfortequals settling, whichequals the wasting pumped get eat in about to order going to are mindedness. small of and indicative disgusting. They seek the uncomfortable – pain – uncomfortable the seek They disgusting. Food is an experience; it is an art is it an experience; is art).Food (culinary Food Fatalists Food Population and World and World Population flavors and extreme textures that might seem seem might that textures extreme and flavors voice about food. voice When cooking for themselves, they will try will themselves,When they cooking for mash-up They like diverse food markets and festivals, hostels hostels and festivals, markets food diverse like They has inherited they’ve world the that believe They left and/or being of forgotten a fear have They They like to shop in groups and research what they what they shop andresearch in groups to like They They believe in adventurous eating and never never and eating adventurous in believe They View Philosophies View ℠ 2016 Comprehensive Guide 21 Comprehensive | 2016 Influencers of Minds the Inside like being scared or being anxious about scared like are the creative class, the creative with jobs like are ℠ ℠

lean very liberal, politically. Food is proof of a life well experienced independently run and owned restaurants. owned and run independently rarely stops to sit down to eat. snack to Instead, down they sit to stops rarely represents their inability to move forward and and forward move their inability to represents progress as Americans.progress politics. trying something and then conquering that fear, fear, that conquering then and trying something throughout the day and often eat “linner, brinner brinner “linner, eat often and day the throughout themselves to get obese because they believe it it obese believe get because they to themselves taking risks around food, they can reject can everything food, risks around they taking previous by them to down handed been has that teaching, working for NGOs,teaching, working for jobs in social media or the startup field, theater, graphic design,graphic etc. or the startup field, theater, and they are impulsive. This group likes intense intense likes group This impulsive. are and they and slunch.” They are anti-big are business They and food and slunch.” and chains, and craft support beer, breweries local generations. They have little faith in traditional traditional in little faith generations. have They types new to door the opening By consumption. foods, playof their they part in changing the way can make about the world they have inherited. By have about they the make world can Food Fatalists Food a statement It’s power. is Food Food Fatalists Food Food Fatalists Food Food Philosophy Food (think globally). (think Americans consume food on a dailyAmericans food basis. consume This group doesn’tThis group eat meals three a day and They see thinness as healthy. They will not allow allow not will They see thinnessThey as healthy. They are highly educated about food and food about and food food highly educated are They They are counter-cultural, religiously agnostic and religiously counter-cultural, are They Work and Political Styles and Political Work

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FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS They write own are their and blogs vocal about Toprocess the gentrificationor – segment, this 22 Members of this group believe the U.S. (and of group this believe their Members U.S. the while traveling).while weren’t afraidweren’t of attempting taking or to risks be Food Fatalists complacent parents) have all aseat secured them about their politics and be harsh with anyone with harsh be and who politics their about different. They hate fearmongering andbeing told went newplaces and tried things, that of people of indifferent being in but to it all, reality,they are can displace low-income individuals and small of renovating deteriorated urban neighborhoods accommodations of families for host restaurantsoff-the-wall and “secretmenus.” They Theyable. take revealing in pride untouched areas couch surfing (stay surfing couch that something is off limits. They’ll They’ll is off something limits. that Tweet openly influx an through more thatof affluent residents they have discovered own their in states – cool, technologies and unconventional because ofbecause them. –is part, in both frustrating exists, businesses and political U.S. movements the outside occurring taught tobeen is likely them wrong unsustain or bunnies), and enjoy likepets and pigs (oftentimespets read have travel follow and high blogs, NGOs theyriences because has believe that everything more economical in the pit of darkness. This group has been accused This group been has pitin the of darkness. “couches” the on ing seems to them to be “close-minded” or all-American. or to toseems them “close-minded” be scared. They want to group as the leave mark their interest in creative Inside theMinds of Influencers | 2016 Comprehensive Guide ℠ take for look new and risks expe - ❝ something different, and maybe somethingmaybe and different, evenbetter, outthere.” –showingsmall change myfellow there’s that Americans myway of a is making globalfoods about awareness experiences other and cultures’ Spreading wisdom. toocountry long forfar –closed off newto new ideas, it’s of mylifeline. problem the I’ve inour apart been Italk extensively because But, for me. global about foods “Yes, represents food alife well lived experienced and - - Why They Talk About They’ll share their opinions regarding food opinions share safetyThey’ll their An online presence forAn online is essential group. this They Food-Related Issues Food Fatalists Radio and coolRadio they’ve radio and podcasts discovered. communities takers other with risk of their outside diverse and open to change than others, without adventures online makes them feel more worldly, their sharing Eating foods then and others. risky accomplishments, risks and opportunities with cally demonstrate they’ve what believed all along. theyeducate Instead, to so do others. pessimisti recalls, forand example, to not but ameans as proofalso to others of and them how they live their to They move also can build of U.S.). the outside role taker,their arisk as shares their who one as use all of the formats available and see part of use part all available of see formats and the hometowns and states. having to be any of these things (i.e. without having to anyhaving having be (i.e. without of things these lives. Theylives. Public talk traveling, National about life archive, It’s aliving style. like and ascrapbook, ℠ use to social media promote their

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FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS - ℠ 2016 Comprehensive Guide 23 Comprehensive | 2016 Influencers of Minds the Inside : VICE journal and documentaries, Buzzfeed top 10 lists, rocketnews24.com, tastemade.com, tastemade.com, 10 lists, rocketnews24.com, Buzzfeed top documentaries, and journal VICE : : Bernie Sanders (U.S. Senator, Vermont) Bernie: (U.S. Sanders Senator,

Politics News/Sites travel blogs or on their Facebook feeds. They love to travel and will talk endlessly and about talk will the “crazy” travel to blogs or on their feeds.travel Facebook love They blogs about favorite their information travels, and post links will to while away, eaten things they’ve for maximum traffic. maximum for in their foods “killing see for or alive” you’ll famous videos them a guy eating of once” fried bugs or “still and top 10 create. listsand they top experience broadly through social channels – Instagram, Twitter and Tumblr, for example – cross-posting cross-posting – example for Tumblr, and Twitter Instagram, – channels social through broadly experience cially), Thai, Korean, Chinese, Indonesian, and Chinese, Nigerian. Peruvian sushi, Thai, Korean, cially), Bioglan Raw Bites, Chapul powder (protein from crickets). from Bioglan Bites, (protein Raw Chapul powder of that nature. delicacies foreign century rare eggs coffee, and civet oysters, Rocky Mountain Sriracha, Mad Dog, Blair’s Hot Sauces, Gardein Patties, Tempeh Bacon,Sriracha, Mad Cascadian Granola, Sauces, Hot Farm Dog, Gardein Blair’s Patties, Tempeh Relevant Connections Relevant Brand Loyalty

On Facebook you’ll see pictures of them with groups trying the latest spicy Korean restaurant that is restaurant trying themOn see with groups of you’ll pictures Facebook spicy Korean the latest YouTube Channels: with Andrew Foods and Bizarre eaters”) adventurous for “club The Gastronauts (a A Sample Brands of Common Fatalists Food to As a segment willing to try anything, here are some interesting types of food they are willing to try: try Assegmenta willing to balut, willing to are types anything, they food of some interesting are here You might find this group experimenting with mouth-numbing with experimenting or spices “in-edibles” then and sharing the group findthis might You Zimmern Tastemade TV Network (food and travel shows, recipes and shows, videos) recipes TV and travel Network (food Tastemade They frequently eat out at restaurants not considered “home grown” in the U.S.: espe “home considered not grown” (ramen eat restaurants out at frequently isakaya They FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS WITH SHARE NOT DO PLEASE – ONLY MEMBERS CFI FOR PEAK PERFORMERS

FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS They’re single. Many are divorced into and online The dating. Demographics YouDemographics to Need Know Peak Performers 24 segment skews male (60 percent) includes and upper middle – and upper-classand individuals with higher education. Inside theMinds of Influencers | 2016 Comprehensive Guide ℠ generally range from years –44 25 of age. Peak Performers Peak POPULATION MODERATELY ABOUT FOOD & CONVENIENCE FOODS CONVENTIONAL CONSUME SIZE SHARE OF VOICESHARE OF EDUCATED 25 POLITICS

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FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS - are workaholics and, therefore, make up 17 percent of the popu of percent up 17 make ℠ ℠ lacking. lation, but account for a 25 percent share of the of share 25a percent for lation,but account segment. Through food, and consequently how how consequently and food, Through segment. ingested quickly and ingested on the go. The of pleasure maximizing their potential in life. They’re highly highly They’re in life. theirmaximizing potential nuts. Food choices are often consistent and routine, and routine, consistent often nuts. are choices Food problem talking about deemor men women talking problem they they look, they want to feel like they are constantly constantly are they like feel to look,they want they food does not have to taste good as it is often good often is as it taste to have doesfood not the meal a huge not is concern. their day as it gets them up and ready to dive into into their day gets dive as it them up and to ready cheese basic (meat, and foods their work. like They concerned about how others view them. Food’s an them. view others aboutconcerned Food’s how obsessed with they’re because obsession,only but adopt diets that are promoted by gym nutritionists by promoted that are adopt diets group loves dairy (cottage cheese in particular). cheese in particular). dairy (cottage loves group eats this group the same daily/ foods and likely it’s high) getting not their (very worried they’re always the Carbs are proteins. amount of daily “required” don’t but they pasta, etc.), rice, (potatoes, enemy bars that added sugars realize in protein always carbs. are Food is a constant source of anxiety for this this anxiety for of source a constant is Food Breakfast is considered the important most Breakfast considered meal is of proteins, obsessed with are They sacred. is Protein Peak Performers Peak Performers weekly. Population and World and World Population (high protein, caveman diet, low carbs, diet, low etc.). caveman (high protein, voice about food. voice vegetables) and avoid sugar, rice and bread. rice This sugar, and avoid vegetables) They are part of the “gym community” and will will and community” part “gym the are of They They love good fishoil, fats: flax seedoil, love eggs and They View Philosophies View - as ℠ believe they they believe ℠ 2016 Comprehensive Guide 25 Comprehensive | 2016 Influencers of Minds the Inside look good, a sense feel they have professional jobs, professional work have ℠ ℠

lawyers or bankers. While the residences skew lawyersskew or bankers. While the residences Food is all about self-improvement. ingredient for looking good and enhancing enhancing and good looking for ingredient self-esteem based is on appearing perfect. If segment has leanings Republican and religiously is ing as business owners, entrepreneurs, consultants, consultants, entrepreneurs, owners, business as ing healthy food is both the scientific and rational rational the both and scientific is food healthy performance. When they give into weakness, weakness, into give they When performance. protein-driven foods are simply a fact of life (the (the simply life a fact are of foods protein-driven In their opinion, future). prosperous a pinnacleof urban, This as well. suburban present are areas they are for others. Women in this group tend to to tend in this group others. for Women are they they admonish themselves to hold themselves themselves hold to themselves admonish they their standards for themselves are as high as as high as are themselves for their standards compare themselves to celebrities and have no no and have celebrities to themselves compare always so). always cost of a hard-won, hard-fought work ethic – the ethic a hard-won, work of hard-fought cost accountable. agnostic because Peak Performers fate. their own control choice (but what they consider “healthy” is not “healthy” consider not is (but what they choice of progress and social class. Food is a critical and social class. progress of a critical is Food commonplace for female PeakPerformers female for commonplace For men in this group, healthy, high-energy and healthy, men group, in this For Peak Performers Peak Performers More than half eat conventional convenience foods. convenience thanMore half eat conventional Food Philosophy Food Anorexia and bulimia or “fitness Anorexia are fatigue” This group fears aging and obese. becoming Their fears group This Work and Political Styles and Political Work

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FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS ❝ Why They Talk About This group loves mantras personal its for life. Peak resentmentThey to and seem anger have built-up 26 Food-Related Issues you inlife. play They want not losers. to winners, be Performers are training foretc.) (triathlons, cross-fit, and are better than and that that, suffering for their classes)economic successful. less They believe they cannot They get fat. cannot succumb to same the training regimes, gyms and new and workouts gyms ortraining regimes, etc.). livers, fatty refusefor who those to follow active, ahighly women of and men lower (middle-aged terparts temptations coun lesser their have that made At all costs they performance. their and body their pays forpays lack of motivation (obesity, diseases, heart perform the perfect push-up, for push-up, example). theperform perfect methods for pumping up (videos up formethods pumping show that how to interested how in to “repair” best aworkout, after successful fit body and fit mind is part of the game game the of part is mind fit and successfulbody fit successes in working out (posting body pictures), body successes (posting out working in low-sugar lifestyle and for “taxpayer money” that money” that for lifestylelow-sugar and “taxpayer the foods Iregularly consume.” foods the reducing anxiety the Ifeel around or options consume I with food the so I’m constantly exploring better to exert social pressure on myself, about it with my peers allows me go soft. Talking That I’ll wagon. the fall off that I’ll Ifear performance, keep Idon’t “If talking about Inside theMinds of Influencers | 2016 Comprehensive Guide ℠ are competitions they all that about - Online, Online, fitness knowledge anonymously and post anonymously and knowledge fitness YouTube (alcoholics, obese people, smokers, etc.) smokers, (alcoholics, people, don’t obese world (and colleagues) their they that are and fit work hard enough, don’t makework hard don’t the necessary enough, In their online opinion, people who are who not healthy people opinion, online their In Regarding nutritional advice, they only trust people Regarding advice, they nutritional people trust only do not way.do this eat They information will post about grueling. and are also drawn to documentaries and informa of lifestyles are that downright at times punishing the social and cultural and social the hierarchy who those than from dietitian, fitness trainers, (gym community their the Barkley Marathon, for example, Marathon, Barkley the promote that Everest Mount shows climbing about tion-based or use Facebook as their platform for showing the blogs/forums, stores, supplement website, etc.). performing. They use forums to their out seek performing. handouts because of They because choices. their tendhandouts to healthy food it’s as way easy an to on feel higher They entitled. will talkhighly acombination about sacrifices needed to succeeddeserve and don’t learning and high-intensity training. high-intensity and learning The KardashiansThe makes want them to better, be When it comes toWhen television, female Peak videos they like on their Facebook pages. Younger theyvideos like Facebook pages. their on Male Male Performers PerformersPeak Loser.” It demonstrates value their of self-con to Men Fox information and channels. CNN News, “hot.” rich and famous, trol and judgment over others are who obese. feel better themselves about Biggest like “The boast and “look tough.” “look and boast movies strong with addition protagonists, in male Peak PerformersPeak Peak Performers Peak ℠ enjoy reality shows make that them ℠ will use Instagram, but only to will use only Instagram, but ℠ like shows and high-power ℠ are judgmental and

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FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS ℠ 2016 Comprehensive Guide 27 Comprehensive | 2016 Influencers of Minds the Inside : John Durant, Bodybuilders.com, Kayla Itsines, Casey Ho, Bob Harper, Popsugar, Alex : John Durant, Alex Bodybuilders.com, Itsines, Popsugar, Kayla Ho, Casey Bob Harper, Fitness magazines, fitnesscompetition, gyms, fitness clubs or associations, fitness athletes, The Vitamin Shoppe, The Vitamin Whole Foods, Starbucks

Stores: Influencers Interests: Honnold, The North Face, Wired, Sweetgreen; Robin Sharma, Elon Musk, Tesla, Tough Mudder, Coachified Mudder, Honnold, Tough Sharma, Robin The North Musk, Elon Wired, Sweetgreen; Tesla, Face, Bean Coffee, Yogi Tea, Fitness Publix, Detour Protein Bars, Fixt Food, Teaza Energy, Metabolic Nutrition,Metabolic Energy, Teaza Bars,Food,Tea,FixtProtein Fitness Publix, Detour Yogi BeanCoffee, Nutrition, Nutrition, Labrada Sports Trim Europa blueberries, Protein, Product, Zero Pure Pretzels, Arctic websites, Gold’s Gym, Men’s Health, CrossFit, Shredded Academy, IronMan Health, Gym, CrossFit, Shredded Gold’s Academy, websites, Men’s Monster Energy, Synedrex (weight loss drink). loss (weight Synedrex Energy, Monster Relevant Connections Relevant Brand Loyalty

Optimum Nutrition Gold Standard Whey , Glanbia, Vega, Pumped Up Pancakes, Bright Cellars, Pumped Up Pancakes, Glanbia, , GingerOptimum Whey Nutrition Gold Vega, Standard A Sample Brands of Common Peak to Performers FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS WITH SHARE NOT DO PLEASE – ONLY MEMBERS CFI FOR PROVIDERS

FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS They are the only archetype interested in coupons. ProvidersThe female (60 percent) is and pocketed in suburban rural and Demographics YouDemographics to Need Know 28 demographically split between married divorced. and attend college. Most Providers moderately is segment This educated;areas. many didn’t Inside theMinds of Influencers | 2016 Comprehensive Guide ℠ segment covers awide agerange, skews ℠ have children are and POPULATION ABOUT FOOD & LOW LOW Providers CONVENIENCE FOODS CONVENTIONAL CONSUME SIZE EDUCATION SHARE OF VOICESHARE OF POLITICS

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FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS - - make up 32 percent of the population, of percent up 32 make ℠ live a life of regret, feeling like they are not doing not are they like feeling regret, of a life live issues related to their community. to issues related juggling all of the responsibilities of work and and work of the responsibilities of juggling all plishments, their family’s accomplishments) or or accomplishments) family’s their plishments, but account for only a 15 percent share of the voice the voice of share only a 15 for percent but account believe that they are never going to be CEOs be CEOs going to never are that they believe families, and are have to chose because they family life. family about information their get they ticsway same the – through “trusted”food channels, news friends’ social opinions, at friends with discussions friends’ they can’t seem to get ahead in life. At the same can’t ahead At they get seem in life. to self-confident more of the than are most time, they their insecurities.for are based on shared values and based trust just and are not on values shared talk to like They on “belonging a similar group.” to accom their (themselves, issues personal about online posts, articles on social read media, they gatherings, etc. family events, about food. about themselves. or spouses children, their for enough overcompensate not do they because groups other Providers Most of them their about get Most will information of poli Population and World and World Population They have real friendships and relationships that friendships and relationships real have They hard, work They in family. believes This group They feel concerned that no matter what they do, do, they what matter no that concerned feel They These people never feel quite good enough. quite feel These people They never View Philosophies View show ℠ 2016 Comprehensive Guide 29 Comprehensive | 2016 Influencers of Minds the Inside is on providing for for on providing is ℠ . So when safety* food a ℠ tend to associate most food- associate to tend ℠ encompass broad a spectrum of are the second highest segment to to segment highest second the are express needs such as: convenience, convenience, as: such needs express ℠ ℠ ℠ Providers

live to eat. They eat to live. Food is considered considered is Food live. eat. eat to to They live Food is fuel. security of their loved ones. Even in cases where where in cases ones.security their Even loved of related issues as those affectingrelated the and safety have a low sense of personal sense sense of low a of agencyhave (a reasonably tasty food. They wish they could cook cook could wishreasonably they food. tasty They have but they and a little healthier, often bit more unless it makes them feel like they’re not fulfilling not they’re them like unless feel makes it the issues are not technically safety related. safety technically not the issues are their role as Providers their role decide need what right they is to sources trusted fuel for the body for fuel the at basic level. macronutrient or wrong. or or nutrition issue is placed before them, or feel nutrition issue they placed is before don’t or that the they anxious information have control over their life or destiny). their life over control accepted that they can’t have it all. They generally generally can’t all. it They that they have accepted others. Therefore, food is secondary. They don’t They secondary. is food Therefore, others. consume conventional convenience foods. convenience conventional consume classes and blue occupations. and white are They juggling the play to tend who professionals collar noact managing are There of home life. and work leanings,clear political but some Providers affordability, ease of preparation and wanting wanting and of preparation ease affordability, Providers Providers Providers Food Philosophy Food Christian leanings.Christian

They do not thinkdo not aboutThey on a daily food basis, The primary Providers of focus Work and Political Styles and Political Work

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FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS ❝ Why They Talk About They re-share easy recipes shared by their friends, They recipes easy shared re-share by friends, their They share information about personal fundrais family their themselves, They about pictures post videos that their friends shared (protégé children 30 Food-Related Issues will thank and praise publicly their friends and Providers average person talking about issues (child support, average (child talking issues person about support, communityers, events, police news and community a store restaurant. or They write regarding posts Theyand their kids. re-share discounts, coupons, samples. and too, like mail, the in free coupons things getting for a lottery or to or for alottery receive discount or acoupon in family, for them. made kids share their and what family, and of friends accomplishments their the to be the ones who go to the comment page on a to on go to who comment ones page the the be body image). tips for winter), music, playing regarding an videos bloggers or Facebook groups. They re-share brand’s site, they so susceptible are very to listen news from online local newspapers. ing toing brand the is They what telling like them. sales and anything that might make that eligible them anything sales and health orwell-being Iwant to knowledgeable.” be If there’s something to arisk my family’s that is new known Ibuy formy family. is foods about the parent orto caught be snoozing when something aneglectful to Iwantseen be thing “The last is as Inside theMinds of Influencers | 2016 Comprehensive Guide ℠ favor a Facebook presence. They tend - - They edito share and miscellaneous news articles They may “like” pages or share articles they readThey “like” share or articles may pages What spice are you?”). They write “opinions” (not On social media, Providers social media, On On one hand, one hand, On would like coupons some sent to or about them, Facebook, regardingFacebook, various issues. antagonistic toward etc.). fast food companies, This Facebook concern that their on timeline some and areand children proud their too. do, They will trust or how wait anewabout they product, to can’t try converses Theyactually talk will online. brands with always well-supported) on social media – primarily – primarily media social on always well-supported) animal would I be? Which career should I have? they to also are attention pay beginning to media front food the the Conversely, and companies label. tives that children. have hurt popular food food (GMOs, issues safety,popular random personal development quizzes like, “What type of development type personal like, quizzes “What scientificdiscoveries, issues, tips and image body news articles and posts regarding or food posts issues and news articles rials (weirdrials funny of sex animals, behavior editorial, how they kids as grew acompany’s on up products reports concerning recalls, harmful dyes concerning recalls, harmful addi and reports in recipesin Do-It-Yourself and videos. cooking (DIY) Providers Providers Peak PerformersPeak cues from Food Fatalists group is changing and slowly the brands they blindly trust. food safety, about and health their foodtheir philosophies. learning more and more about more more and about learning ℠ is the only group that ℠ are interested mainly ℠ learn from draw learn and ℠ to develop ℠

and and

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FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS ℠ 2016 Comprehensive Guide 31 Comprehensive | 2016 Influencers of Minds the Inside Pampers, Disney, Post-it, Conair, Scott Products, Garnier, Swiffer, Shout, Swiffer, Products, Scott Garnier, Post-it, Conair, Pampers, Disney, Crock Pot Community and Mommypage.com Community and Pot Crock : Martha Oz, Oprah, Bill Stewart, Gates, Dr. Hillary DeGeneres, Ellen Clinton, Ray, Rachael : IKEA, Costco, Gap, Bed Bath & Beyond, AliExpress, SavingStar, Kohl’s, Walgreens, Starbucks : IKEA, Walgreens, Gap, Bed Costco, Kohl’s, Bath & Beyond, AliExpress, SavingStar,

Non-Food Consumer Brands:Non-Food Consumer Stores Influencers Frappuccino, Red Bull, Coca-Cola, Dr. Pepper, Knorr, Betty Crocker, Florida Orange Florida Juicy Juice, Juice, Betty Crocker, Knorr, Bull, Red Coca-Cola, Pepper, Frappuccino, Dr. Lipton Dew, Naked Juice, Uncle Ben’s, Mott’s, DiGiorno, Balance Bar, Crystal Light, Quaker, Ritz, Mott’s,Naked, Monster Uncle DiGiorno, Ben’s, Juice, Crystal Light,Naked Quaker, Balance Bar, Pringles, Oreo, Skittles, Mini Starbucks Rocher, Ale, Brown Babybel, Ferrero Newcastle Gatorade, Energy, Dr. Phil M&M’s, Kraft, Oreo, Taco Bell, Kit Kat, Butterfinger, Reese’s, Delight, Blue Reese’s, Diamonds Almonds, Bell, Butterfinger, Kat, Kit GoGo Kraft,M&M’s, Oreo, Taco Squeez, Domino’s Pizza, Hot Pockets, Welch’s Fruit Snacks, Fruit Special K, Coffee-mate, Starburst, Welch’s Mountain Pockets, Hot Pizza, Squeez, Domino’s Stouffer’s, Snapple, Maid,Honey Krusteaz, Nestlé, Del Monte, Old Brands,Stouffer’s, Chocolate, Lindt Orchard Relevant Connections Relevant Brand Loyalty

Online Communities: OxiClean, Colgate A Sample Brands of Common Providers to FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS WITH SHARE NOT DO PLEASE – ONLY MEMBERS CFI FOR COMFORT SEEKERS

FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS trades Many diplomas. live in suburban or rural communities. tend to have alower level of education, typically high school or Comfort SeekersComfort Demographics YouDemographics to Need Know 32 segment also includes many Comfort single Seekers moms. male (65 percent). They are typically married with kids but this Inside theMinds of Influencers | 2016 Comprehensive Guide ℠ encompass awide agerange skew and Comfort Seekers Comfort POPULATION ABOUT FOOD & LOW EDUCATION LOW 5 CONVENIENCE FOODS CONVENTIONAL CONSUME SIZE SHARE OF VOICESHARE OF POLITICS

℠

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FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS - - - - , living living , ℠ deal with a lot of life’s pres life’s of deal with a lot tend to struggle with weight struggle with to weight tend ℠ ℠ Comfort Seekers Comfort self-control.limited To can’t things often that afford they typi (since life self while you’re here.” Because affordable, is food here.” self while you’re struggles. sures – feeling tired, over-worked and financially tired, – feeling over-worked sures strapped. it allows them to feel a sense of accomplishment in accomplishment a sense feel of them to allows it it as a lack of control. They also blame They outside control. as a lack of it habits. a minimum eats food of This group fast percent. brating the theirbrating spectacle choices. unhealthy of to consuming conventional convenient foods. foods. convenient conventional consuming to their masculinity – as a tool to show that they are are that they show their masculinity to – as a tool who are without restriction. Women live to free factors for their poor physical condition, as such theirpoor for physical factors timesthree week. a addicts and food is comfort. Even if they try they addicts if to and comfort. is food Even gain and use food as a reward for their daily their daily for gain as a reward and food use cally signify wealth like travel, a big house, nice a big house, nice travel, signify like cally wealth cars, etc.). genetics, health conditions, physical conditions and conditions physical conditions, genetics, health disabilities. cele very aboutothers food, are much into but they their old go back to always they and workout, diet Population size is 35 percent; share of voice is 20 20 is 35 voice is of share percent; size Population well is about living in the now and “enjoying your about is living and in the “enjoying well now Men in this segment use food as a way to assert to Men way a as segment this in food use Population and World and World Population (a sense of control over their life or destiny) and or destiny) their life over control sense of (a Comfort Seekers Comfort Comfort Seekers Comfort This segment is number one when it comes comes it when one number is segment This personal sense agencyof has low a group This This group doesn’t want to be educated or educate or educate be educated doesn’t to group This want food are They up. given mainly has group This View Philosophies View belong to the belong to ℠ 2016 Comprehensive Guide 33 Comprehensive | 2016 Influencers of Minds the Inside , are very, are leaning right ℠ feel safe in a world full of of full world a in safe feel ℠ Comfort Seekers Comfort . Comfort Seekers Comfort

pleasure lower or working class. in skilled work trades lower They Food is comfort and security; an indulgent not to be. Many don’t seem to realize how much much how don’tbe. Many to realize not seem to reality. Food symbolizes a reward and a much- reward a symbolizes Food reality. makes home” or “comfortable” in the moment. the in “comfortable” or home” unknowns. They want self-restraint,unknowns. but also know want They their lifestyle and diet has to do with their weight. their has and to lifestyle diet that giving into their impulses makes them feel “at their them “at impulses feel that makes giving into of being less masculine. of and Catholic leanings). deserved break. about brag eating They junk foods and comfort meals, other men fun of and make offers daily moments of detachment from a harsh from daily momentsof offers detachment accepted the fact that they are not the “1 not the fact are that percent” they accepted be. will – andor never the 10 percent don’t make much money, but will spend most but spend will most don’t much money, make have they fun. Financially, and comfort on it of and the service bartenders, industry: the and construction Lack of exercise is the reason for being overweight. the for is reason exercise of Lack Food (particularlyFood Quick Service from Restaurants) Food is comforting both mentally and physically. It and physically. comforting is mentally Food both Politically, Politically, who are thin and fit – accusing them, for example, example, them, thin andwhofor fit – are accusing with a high sense of religiosity (strong Protestant Protestant (strong with a high religiosity sense of workers, security guards, etc. guards, security workers, Many in this category are overweight and they wish and they overweight categorythis in are Many Some see ashamed because being they are of fat Food Philosophy Food Their jobs are hard and oftentimes boring. They boring. They oftentimes and hard are jobs Their Comfort Seekers Comfort of majority The Work and Political Styles and Political Work

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FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS ❝ Why They Talk About Women group this open in and are also social less Comfort Seekers 34 Food-Related Issues Socially, with bacon. They will talk bacon. with how about has America women want tobut they feel neverin, fit will and Eating adozen from coming home or work donuts even more fattening and new barbecue sauces, for comfort food YouTube and make that videos them like they him).don’t him, respect Trump Donald and NRA the (even laws, gun if they about their food enjoyment. They are escapists and to drink soda and eat fast eat to and isfood not alone soda some drink the have-nots. There’sthe have-nots. lots of talk around terrorists, the heads” “talking in politics who have made them fry, you or million things the do can or barbecue, towards other countries). They will talk about talking more (less and military the children, their the outrageous things they on the internet, see evokes that thing fives high The with other women. become a place they don’t know, aplace theybecome don’t will talk and about dates lost important lives or about anger posts or it’s not a social spectacle that gives that it’s power. not spectacle them a social so they have surrendered. laugh, or feature mash-up foods that make the meal foods make that meal featurethe or laugh, mash-up doctor’s get Ican to back living life plan, like to.” Iused to, but wayeat the Iused hopefully, by following the doctor’s free advice. It to bothers as be methat Ican’t talking start about onmy food-related“I based issues Inside theMinds of Influencers | 2016 Comprehensive Guide Comfort Seekers ℠ talk food they the about love, ℠ indulge in photos in indulge of - The online presence of Comfort Seekers Online, Online, (not the Netflixgeneration.) and are large consumers of TV media in general in are media and large consumers of TV are themselves not or about comfortable posting women The food outrageous choices. their about of fun their making online, can self-deprecating be celebrate such can subgroups that as be food, junk example. They are proud to will and American be tend to stick to YouTube, Facebook and watching their bodies because bodies their they’re ashamed. virtually each other fat fiving high also bellies while are who Comfort Men found Seekers Reddit. on forums, unless they are the ones who promote and post pictures of flags on their pictures their post on of Facebook feeds. flags support). They watchsupport). shows CNN and reality TV large as it is with other Consumer Types,large it as is other with Consumer they and Comfort Seekers dogs, children, huntingdogs, comedic videos or post or videos comedic and the military, the and which they topics they mascu deem memes on a variety on memes of ing offensive,ing in-your-face line (namely:line big women, ℠ tend to stay of off ℠ is not as

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FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS ℠ 2016 Comprehensive Guide 35 Comprehensive | 2016 Influencers of Minds the Inside : Fast cars, rebuilt trucks, cars, rebuilt Fast : hunting, the NRA, and German Labradors dogs like Shepherds that : McDonald’s, Pizza Hut,: McDonald’s, Pizza Dairy Queen, Arby’s

: Cheerleading and WWE pageants NASCAR, the kids,Pastimes for World, and Disneyland Disney sandwich, Oreos, Fudgeos, Coca-Cola, Budweiser and Bud Light,Coors, Morgan Rum, Captain Mike’s high fructose candies, Lays potato chips; Jimmy Dean chips; Jimmy sausage, bacon, bacon-wrappedhigh the fructose candies, potato Lays meatloaf, Interests Stores foods like funnel cakes and the deep-fried funnel cakes like foods Mars Bar can also serve to protect their home protect and also serve family can to Heart Attack Grill Quadruple Bypass burger, grits, breakfast burritos; KFC’s Double-Down chicken Double-Down chicken KFC’s burritos; grits, breakfast burger, Grill Quadruple Bypass Heart Attack carnival Kreme, Krispy Doritos, Chipotle, Cheetos, Bull, Red Energy, Monster LemonadeHard (women), Dr. Pepper, Miller Lite, Lipton, Pepsi, Starburst, Pringles, Ferrero Rocher, Nutella, Papa John’s Pizza, John’s Papa Nutella, Rocher, Starburst, Pepsi, Pringles, Lipton, Ferrero Miller Lite, Pepper, Dr. popcorn;Banta, theater Jack Burger Daniel’s, movie Slurpees, King, buttered Pringles, Kat, beef Kit jerky, Relevant Connections Relevant Brand Loyalty

Wrestling and Ultimate Fighting Championships Fighting and Ultimate Wrestling A Sample Brands of Common Seekers Comfort to FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS WITH SHARE NOT DO PLEASE – ONLY MEMBERS CFI FOR Consumer Concerns

Consumer Concerns About Life and Current Events Respondents were given 19 life issues to rank and food issues clearly are top of mind. In fact, six of the nine most concerning life issues are food-system related.

Over the years, a majority of consumers have consistently expressed concerns in the survey about the rising cost of food and the affordability of food. For the third year, “Keeping Healthy Food Affordable” has been a top concern, pointing to the increased emphasis on the relationship between diet and health.

For the first time we included “Food is Actually What is Listed on the Label,” which fell in the top nine issues.

SIX OUT OF NINE MOST CONCERNING LIFE ISSUES ARE FOOD SYSTEM RELATED

About TWO out of THREE express concern for: About HALF express concern for... Rising Healthcare Costs Imported Food Safety Unemployment (59%) The Global Economy (59%) Keeping Healthy Food Affordable Rising Energy Costs Personal Financial Situation (58%) Humane Treatment of Farm Animals (58%) U.S. Economy Food’s actually what Environmental Sustainability (55%) is listed on the label Access to Accurate Info to Make Healthy Food Choices (55%) Food Safety Global Warming/Climate Change (55%) Enough Food to Feed People in US Obesity in America (54%) Affordability of Food Childhood Obesity (53%) Treatment of Farm Laborers (51%)

Is the Food System Headed in the Right Direction or Down the Wrong Track? Survey results show a fairly significant upward trend in the number of consumers who feel the food system is headed in the right direction – 55 percent this year, compared to 40 percent in 2015. It’s interesting to note that less than half of Moms feel this way compared to almost 60 percent of Millennials and more than two-thirds of Foodies.

JUST OVER HALF BELIEVE THE FOOD SYSTEM IS MOVING IN THE RIGHT DIRECTION 22% WRONG TRACK

55% MOMS 26.5% 28.4% 45.1% RIGHT DIRECTION

MILLENIALS 17.8% 23.7% 58.5%

FOODIES 10.4% 18.7% 70.9% 23% UNSURE

FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS – PLEASE DO NOT CFI MEMBERS ONLY FOR 38 Inside the Minds of Influencers | 2016 Comprehensive Guide Top Sources and Topics #1 Sources of Information About the Food System It’s no surprise that 17 percent of respondents ranked websites as their number one source for food system information. That figure increases to 27 percent when Google is factored in.

It’s interesting to note that “Friends Not-Online, also at 17 percent, speaks to the influence of peers. TV has plummeted since 2008, when it was ranked as the number one source of food system information at 26 percent.

More consumers are crowdsourcing information – accessing information from many sources – particularly websites, and friends and family not-online. They then synthesize that information with their values and beliefs to form opinions. A strong, focused and sustained online strategy is the best way to engage.

INFO SOURCES ABOUT THE FOOD SYSTEM RANKED NUMBER 1 17% 17% 15% 11% 10%

FRIENDS FAMILY LOCAL TV GOOGLE WEBSITES NOT ONLINE NOT ONLINE FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS

CFI’s Best Food Facts is one source where consumers can find third-party, credible information about food. We’ve enlisted the help of more than 200 food system experts, including university researchers, registered dietitians and farmers, to answer question from consumers who crave balanced information. Contact CFI to learn more about how Best Food Facts can help address food system issues of interest to you.

Inside the Minds of Influencers | 2016 Comprehensive Guide 39 IMPACT OF FOOD ON HEALTH AND FOOD SAFETY ARE TOPICS MOST COMMONLY SEARCHED Search Engines Like Google or Bing are the Most Common Starting Place

66% believe they have access to information about where food comes from, how it’s produced and its safety – up from 17% in 2008.

72% 72% 62%

FOOD IMPACT OF SAFETY FOOD ON HEALTH

Two Topics Consumers Search Most Consumers search Impact of Food on Health and Food Safety most and 62 percent are using search engines.

Two-thirds of consumers surveyed believe they have access to all information they need. That’s up 17 percent from 2008. It’s a significant and meaningful shift. Consumers feel more empowered, particularly online, and believe they have been given the tools to feel a better sense of control about where they’re going and how they access information.

Trusted Sources About Food-Related Issues

We provided survey respondents a list of 15 sources for food-related issues and asked them to rate their FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS level of trust on each source independently. Family Doctor and Family came in first and second, respec- tively. Not far behind and with very similar ratings, University Scientists, Dietitians, Friends, Nutrition

FAMILY DOCTORS AND FAMILY MEMBERS ARE MOST TRUSTED SOURCES ABOUT FOOD RELATED ISSUES

Foodies and Earlier Adopters More Likely to Trust All Sources

FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS – PLEASE DO NOT CFI MEMBERS ONLY FOR 40 Inside the Minds of Influencers | 2016 Comprehensive Guide Advocacy Groups and Farmers round out the top seven. Blogger and author Vani Hari, the “Food Babe,” ranked third to last. Dr. Oz came in last. Food Companies and Manufacturers were sandwiched in between, demonstrating that there’s work to do when it comes to earning trust.

Consumers access sources in different ways. Clearly, with Family Doctor and Family, most conversations are taking place in person, whereas accessing information from other sources, like University Scientists and Farmers, is most likely taking place online.

The Disconnect: Trust and Responsibility The research reveals a disconnect between certain sources consumers trust and those they hold respon- sible when it comes to ensuring good nutrition. If consumers both trust you and hold you responsible, like Family and Family Doctor, you’re in great shape. If they trust a source that they also hold responsible, consumers are more comfortable and more trusting with information from that source.

TRUST TO ENSURE GOOD HOLD RESPONSIBLE TO ENSURE NUTRITION The Trust GOOD NUTRITION Family Doctor State Regulatory Agencies Family Family Dietitians Food Companies Nutrition Advocacy Groups Farmers University Scientists Family Doctor Farmers Nutrition Advocacy Groups State Regulatory Agencies Responsibility Grocery Stores Grocery Store Dietitians FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS Restaurants Disconnect University Scientists Food Companies Restaurants

But if they hold you responsible and don’t trust you, there’s discontent that may cause consumers to take action, whether that’s simply rejecting your information or products, or taking action to advocate for third-party oversight, new policies, regulations or laws to ensure you’re behaving in a trustworthy manner.

It’s clear that Food Companies, which rank third in responsibility and last in trust, have work to do. State Regulatory Agencies, which rank first in responsibility and seventh in trust, have a gap to bridge as well. There’s only a slight misalignment with Farmers, who rank fourth in responsibility and sixth in trust. Keep in mind that addressing this chasm includes understanding the key Consumer Types and their motivations when it comes to trust.

FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS – PLEASE DO NOT CFI MEMBERS ONLY FOR Inside the Minds of Influencers | 2016 Comprehensive Guide 41 Consumer Attitudes Attitudes About Agriculture about farming and there’s a very strong This year we asked respondents about their desire (80 percent) to learn more about how overall impression of agriculture and their food is produced and where it comes from. knowledge about farming. This high level of interest in learning more The results show a very positive (25 percent) about farming represents an opportunity for or somewhat positive (42 percent) view of agriculture to engage to earn trust, partic- agriculture. ularly in an environment where consumers feel more empowered than ever before to A majority (56 percent) say they know a little access information.

Overall Impressions of Agriculture and Knowledge of Farming

Overall Impression Knowledge of Farming Interest in Knowing More

Very Positive (25%) Know a lot (19%) Yes (80%) Somewhat Positive (43%) Know a little (56%)

More Positive Among Foodies More Knowledge Among Higher Among Foodies and Earlier Adopters Foodies and Earlier Adopters and Earlier Adopters Consumer Trends Tracking Consumer Attitudes Over Time CFI’s research benchmarks consumer attitudes on food system issues over the years. In some cases, trend movement can be traced back to 2007. Survey participants rate their level of agreement with statements on a 0-to-10 scale with 0-3 reflecting low level of agreement, 4-7 moderate and 8-10 strong.

Percentages may total more than 100% as graphs contain whole percentages that are rounded.

LEVEL OF AGREEMENT

0-3 4-7 8-10

Low Moderate Strong

2016 Mean

The vertical axis of each trend line graph represents one point above the highest year and one point below the lowest year.

ECONOMICS FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS “Food prices are a greater concern to “U.S. food is among the most me now than they were a year ago.” affordable in the world today.” This is one of the few statements on which a downward This is the strongest level of agreement with this trend on level of agreement was seen. statement since it was first posed in 2007. Strong In terms of strong agreement with the statement, agreement rose 14 percent from 2015 to 2106. The consumer sentiment has remained relatively consistent mean score this year is almost 1.5 points higher than since 2008. in 2008.

8% 39% 53% 10% 46% 44%

FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS – PLEASE DO NOT CFI MEMBERS ONLY FOR 44 Inside the Minds of Influencers | 2016 Comprehensive Guide “I am concerned about the “I am more concerned about the affordability affordability of healthy food.” of healthy food than I was a year ago.” Consumer attitude toward this statement has basically A slight increase in agreement is seen (48 percent been unchanged since 2013, when the statement was strong agreement in 2015). The mean has been fairly first included in the survey. consistent over the last three years.

FOOD SAFETY

“I am confident in the safety of the “Today’s food supply is safer than it food I eat.” was when I was growing up.” Nearly half strongly agree, a big jump from the 35 Is the nostalgic view by some that things used to be percent seen in 2015. Looking back to 2007 when better waning somewhat? Strong level of agreement consumer sentiment on this statement was first is significantly higher this year (37 percent in 2016 measured, the trend line has been quite positive. compared to 26 percent in 2015). While the trend line is moving in the right direction, a mean of 6.2 on a 10-point scale is not overly impressive.

“Government food agencies are doing a good job ensuring the safety of the food we eat.” FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS

As is the case with many of the statements this year, strong level of agreement (38 percent) is up considerably from 2015 (24 percent).

“I am as confident in the safety of “I trust food produced in the U.S. more the food I eat as I was a year ago.” than I trust food produced outside the U.S.” A significant increase is seen between 2015 (35 A significant majority (59 percent) strongly agree, up percent strong agreement) and 2016 (44 percent from 51 percent last year with a mean score of almost strong agreement). The overall trend line is very similar 7.5. It will be interesting to see how this statement to the previous statement, which is not unexpected. tracks over time as people become increasingly aware of a wide variety of food-related issues in a globalized system.

FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS – PLEASE DO NOT CFI MEMBERS ONLY FOR Inside the Minds of Influencers | 2016 Comprehensive Guide 45 “I have access to all of the information “I make a special effort to buy items I want about where my food comes produced in the United States.” from, how it is produced and its safety.” Half the survey participants strongly agree and the We see a big increase in the level of strong agreement survey has shown steady improvement since 2012. from last year (40 percent in 2016 and 28 percent in 2015) and a huge increase is seen since the statement was first measured in 2007. This is a good reflection of consumers feeling empowerment and control in their ability to have access to information about their food. “I don’t care where my food was produced as long as it is affordable, safe and wholesome.”

A significant increase in strong agreement is seen from last year (35 percent in 2016 and 27 percent in 2015). The survey has shown an overall positive trend over the years.

FARM ANIMAL WELFARE

“If farm animals are treated decently “U.S. meat is derived from humanely and humanely, I have no problem treated animals.” FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS

consuming meat, milk and eggs.” This is the biggest jump we’ve seen in support for this statement in the history of the survey. At 38 percent, After a steep drop in 2009, there is now strong this is the strongest level of agreement for this agreement with this statement. statement since we first measured in 2007.

“I would support a law in my state to ensure the humane treatment of farm animals.” Strong agreement with this statement should come as no surprise in light of the successful animal housing ballot initiatives that have taken place in the last decade.

7% 36% 57%

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“I am more concerned about global warming/climate change than I was one year ago.”

When this statement was first tested in 2008 it included “global warming” only. We have since added “climate change” to the statement. Strong agreement in this year’s survey (46 percent) reflects a heightened level of concern from last year (38 percent).

FEEDING THE WORLD

“The U.S. has a responsibility to “It is more important for the U.S. to teach provide food for the rest of the world.” developing nations how to feed themselves Strong level of agreement (33 percent) soared from than to export food to them.” last year (19 percent) – almost doubling. We’ll see in There was a dip in strong agreement in 2012, coming years whether the spike is an aberration. otherwise the level of agreement for this statement has been steady since it was first tested in 2011. FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS

SIZE OF OPERATION

We continue to see consumers’ “big is bad” bias manifested in the next four statements. However, concern about small operations appears to be growing at a faster rate. We’ll see if the gap in trust between big and small continues to shrink in coming years.

“Small food companies are likely to put “Small farms are likely to put their their interests ahead of my interests.” interests ahead of my interests.”

“Large food companies are likely to put “Large farms are likely to put their their interests ahead of my interests.” interests ahead of my interests.”

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“Food grown organically is more “I am more concerned about healthy healthful than conventionally grown food.” eating than I was a year ago.”

This year’s survey (50 percent) shows an 11 percent A sizable nine percent jump in strong agreement hike in strong agreement from 2015 (39 percent) on is seen in the fourth year this statement has been this statement. measured.

“I feel confident about the food “U.S. farmers take good care of the choices I make for my family.” environment.” We see continued positive movement in the four years This was the first year we posed this statement in the this statement has been tested. survey. Around half the respondents are ambivalent while 42 percent strongly agree.

“I am personally concerned about the “I am personally concerned about number of ingredients in the food I antibiotic resistance due to farm animals purchase.” being given antibiotics.” FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS More than half strongly support the statement, which Agricultural use of antibiotics has been a high profile was posed for the first time in 2016 issue in recent years so it’s no surprise that more than half of the survey participants have strong agreement with this statement.

“I trust today’s food system.” “I am personally concerned about antibiotic residues in meat, milk and eggs.” We see positive movement from 2015 (25 percent) Consumers frequently confuse the issues of antibiotic to 2016 (37 percent) but half the respondents have resistance and antibiotic residue. The survey results moderate agreement on this statement, showing on this statement, which are identical to the previous there’s still work to be done. statement about antibiotics, bear out that there is widespread confusion on the connection between resistance and residue.

FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS – PLEASE DO NOT CFI MEMBERS ONLY FOR 48 Inside the Minds of Influencers | 2016 Comprehensive Guide In 2016, we also explored the level of personal concern about the use of hormones in farm animal production, the presence of GMOs, and chemicals and artificial ingredients in food. As you can see, there is a high level of concern in all four areas.

“I am personally concerned about the use of hormones in farm animals.”

“I am personally concerned about genetic modification (GMOs) in food.” FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS

“I am personally concerned about chemicals in food.”

“I am personally concerned about artificial ingredients in food.”

FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS – PLEASE DO NOT CFI MEMBERS ONLY FOR Inside the Minds of Influencers | 2016 Comprehensive Guide 49 Sponsors THANK YOU

Thank you to the sponsors who fund CFI’s annual consumer trust research through the Foundation for Food Integrity, a non-profit foundation created to conduct research and provide educational outreach about today’s food system.

CFI Members

2016 CFI members contributed to the study through allocation of dues

National Sponsors

American Farm Bureau Federation Dairy Management Inc. United Soybean Board

State Sponsors

Indiana Soybean Alliance Maryland Soybean Board Michigan Soybean Promotion Committee FOR CFI MEMBERS ONLY – PLEASE DO NOT SHARE WITH NON-MEMEBERS Other Sponsors

Council for Biotechnology Information Syngenta

Inside the Minds of Influencers | 2016 Comprehensive Guide 51 The information in this book provides a comprehensive summary of the in-depth findings from the 2016 CFI consumer trust research. Full research results, which include full insights, detailed audience segmentation, cross-tabulation and trust-building engagement strategies, are provided to CFI members. To access the full research report customized for your organization and to inquire about presentations and additional benefits of membership, contact CFI at [email protected] or 816-556-3141.

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