Public trust in the Canadian agrifood sector remains strong, but an increasing number of consumers still believe the domestic food system is on the wrong track, according to new research from the Canadian Centre for Food Integrity (CCFI).
Released Wednesday, the research shows that only 31% of Canadians believe the food system is on the right track, a three-point drop from last year. At the same time, 29% of those surveyed said they believe the system is headed in the wrong direction. It marks the first time in nearly a decade that the public is almost evenly divided on whether Canada’s food system is improving.
A food system represents the path that food travels from field to table. It includes the growing, harvesting, processing, packaging, transporting, marketing, consuming, and disposing of food. It also includes the inputs needed and outputs generated at each step.
The research also found concern about food prices has slightly eased, with 51% of Canadians still rating it a top issue - a three-point improvement compared to last year. However, positive perceptions of the food system are on the decline, with only 45% of Canadians holding a favourable view — a sharp seven-point drop from 2023. Meanwhile, negative impressions have surged, jumping to 18% from 11%.
“Negativity and cynicism are gaining ground faster than both positive and neutral views, underscoring the urgent need for the industry to engage more meaningfully with Canadians," said Ashley Bruner, Director of Research and Stakeholder Engagement at CCFI.
Although the agrifood sector remains the most trusted among 12 major industries, including education, healthcare, and banks and financial services, the CCFI said in a release that trust comes with higher public expectations for accountability, sustainability and transparency.
“Canadians understand the vital role the agrifood system plays in their lives, but they are scrutinizing it more closely than ever,” the release added.