Read about Transparency, the Biggest Opportunity for Dairy—especially Fluid Milk--since Pasteurization.

 

The Center for Food Integrity and food system leaders met this week in the Chicagoland area at the 2023 Transparency Summit. The goal for participants was to share ideas and learn from others on how to create actionable strategies for operationalizing transparency across the food and agriculture value chain.

The event included a five-person panel of local primary grocery shoppers interviewed by Susan Schwallie, founder of Mangaso Consulting. The panel was screened for being somewhat of a “foodie” in the sense that they cared about the food they purchased. That’s all they knew before bravely walking onto the stage. Their insights were priceless. 

1. Ingredients. Their thoughts on ingredients was scary. The panelists repeatedly said they wanted to know what is in their food and they currently believe the industry is keeping secrets from them. They were never corrected on what they said. They did use the words “clean label,” “minimally processed” and “simple ingredients.” Many in the audience interpreted this as they want to know what the ingredients are and why they are in the food. One panelists said she will never purchase tortillas—fresh or chips—if they are made with anything more than maize, water and salt. 

2. QR Codes. They want QR codes on packages. A number of panelists said they will Google questionable ingredients when in the supermarket, but would prefer a QR code to learn more about the ingredients and their sourcing. 

3. Expiration/Sell By Dates. These are confusing. A number of panelists said they do not trust products with a long shelf life. This is where explaining the technology used—not the ingredients—to get a long shelf life is critical in marketing communication. It was interesting that one panelist did not trust a can of vegetables with a 12-month expiration date. She believed there was something more in that can than the beans, water and salt listed on the ingredient statement. 

4. Free from Pesticides. The panelists like knowing that the foods they purchase are free-from pesticides. Sherry Frey, vice president-total wellness for NielsenIQ spoke after the panel and shared consumer data supporting the appeal of free-from pesticide claims. The top-five categories with free-from pesticide claims are: Milk, Vegetables, Yogurt, Cereal/Granola and Eggs. 

5. Ultra-processed. Not one single panelist had heard the term or knew what it meant. So while the dialogue surrounding ultra-processing is confusing among the food industry and regulatory bodies, consumers don’t know it yet. What the panelists did appreciate is the understanding of minimal processing.  

6. Real People. The panelists want to hear about products from people. They want to hear the stories, and from real people. This is why influencers have become part of so many marketing efforts. Those QR codes may want to connect to a video of a farmer explaining his/her passion in farming and feeding the world.  

7. Trust in Retailers. The panelists expressed trust in retailers that they believe vet products. There’s trust in private label and local brands. 

Milk and dairy can do all this and more.