Education is one of the best ways to build trust with poultry consumers, however the science behind food production and the supply chain can be difficult to explain.
“We need to understand that sometimes the questions asked by consumers aren’t fully-informed. This isn’t because they’re not educated. This doesn’t mean their mind is made up necessarily. But perhaps it means they don’t have context, direct experience or access to people in the system and you’re that person for them,” Roxi Beck of The Center for Food Integrity explained during the Consumer Trust Insights Summit.
Beck shared a three-step process that food producers can use when talking about complicated food system topics with the general public:
Step one: Listen
Consumers will have questions about the food system – and these may include words that are technically incorrect or include assumptions that are hearsay.
It’s important for food producers to listen to these questions without judgement. Don’t listen for misinformation that needs to be corrected, listen to further an understanding of consumer concerns.
Step two: Ask
Ask questions to help understand where consumers are coming from and learn more about their perspective.
“In this case, we are asking questions that are serving to invite dialogue, or maybe even to clarify, what they just said or better understand where they’re coming from,” said Beck.
These conversations should start by acknowledging a consumer’s concern, followed by a question. For example, “I hadn’t heard that before, where did you read it?”
“We have to be mindful that our job in this process of a conversation isn’t really to convince anyone that our side of the mountain is the only side or is the right side. It’s one side,” she added.
By acknowledging a difference in perspectives and by using active listening, food producers can hopefully “get to the point where we also then inspire them to turn around and see our side of the mountain,” Beck said.
Step three: Share
Once you’ve gotten to the point of understanding, now it is time to share your perspective.
“When you do this, really be care not to just jump in with everything you know,” Beck cautioned.
“Be sure to weave in who you are – both as an expert and as a consumer with concerns. Tell them what’s important to you on that specific topic and then share a few data points on what you know or what you’ve learned about this topic.”
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