T W ƚ Đ a E c a i f Build transparency through traceability Traceability and transparency are two ideas reshaping the fresh food landscape. Why? It's all about trust. Consumers want to be able to trust where their food comes from and will switch brands for a product that provides more ŝŶͲĚĞƉƚŚŝŶĨŽƌŵĂƟŽŶ1 - even if it costs more. Trust and transparency go hand in hand. In fact, being transparent is fundamental to building trust in a food ďƌĂŶĚ͘ŶŝŵƉĂĐƞƵůϴϲйŽĨƐŚŽƉƉĞƌƐƐĂLJďƌĂŶĚƐƚŚĂƚ ƉƌŽǀŝĚĞĐŽŵƉůĞƚĞĂŶĚĞĂƐLJĂĐĐĞƐƐƚŽŝŶĨŽƌŵĂƟŽŶŐĂƌŶĞƌ the most trust.1 Shoppers are looking for that level of transparency in the meat case. When asked about the importance of transparency for each product category, meat came ŝŶƐĞĐŽŶĚ͕ǁŝƚŚϵϲйŽĨƐŚŽƉƉĞƌƐĨĞĞůŝŶŐƚŚĂƚƚƌĂŶƐƉĂƌĞŶĐLJ is important to their meat buying decisions.Ϯ Consider that fresh meat products bring in more dollars than any other item at retail,3 and an opportunity arises for ƌĞƚĂŝůĞƌƐ͗ĂƉŝƚĂůŝnjĞŽŶĐŽŶƐƵŵĞƌƐ͛ĚĞƐŝƌĞĨŽƌƚƌĂŶƐƉĂƌĞŶĐLJ to build trust in the meat department. T w Ɖ ŝ Ɖ p t Ɖ p * 1 3 SP_May20.indb 56 5/5/2020 4:11:02 PM