At the IGD Convention 2013, IGD’s chief executive Joanne Denney-Finch spoke of how the industry can adapt to take trust to new levels.
Transparency and traceability builds trust
Joanne explained that the food and consumer goods industry has never been under more scrutiny and that we need a revolution in transparency and traceability in order to bring trust to higher levels than before.
Joanne said: “It’s vital that we now lead a revolution in transparency and traceability. It won’t be easy and it will take time, but it’s the biggest opportunity of a generation.”
An opportunity in sourcing, as shopper expectations rise
Joanne spoke of a growing number of shoppers who want to know where their food comes from, up from 34% to 56% in the past two years, according to IGD ShopperVista insight. But only 12% felt they were fully aware, and Joanne cited the opportunity to do much more, as already high shopper expectations rise further, driven not least by increasing global transparency.
Investment not overheads
Joanne also explained that traceability and transparency shouldn’t be seen as overheads, but rather as an investment: “Whenever we’re transparent it shows that we are confident. As we should be - what we sell has never been safer, more reliable, better quality or better value. I’ve visited hundreds of farms, factories, distribution centres and stores around the world, so I know first-hand. The people and companies with integrity will prevail.”