In the food industry, a good reputation is vital

Corporate responsibility in the food industry has a significant impact on consumer behavior.

T-Media’s Food Industry Reputation&Trust examined Finns’ views on the reputation of companies in the food industry. The survey revealed that a good reputation is particularly important for companies in this sector: the reputation of a food industry company influences the level of stakeholder support it receives from the general public more than is the case for companies on average.

Reputation influences consumer behavior, particularly their willingness to purchase and recommend products.

“Fundamentally, a food industry operator must have a good reputation, as it is entirely dependent on consumer demand. Everyday consumer choices are often made quickly and based on emotion. For this reason, food operators with a poor reputation are quickly weeded out,” says Andrei Sergejeff, an expert at T-Media.

A good reputation is built on genuine actions

The study also revealed that sustainability has a significant impact on consumer behavior. Companies in the food industry must address a wide range of sustainability issues, from environmental impacts to production conditions. In addition to reviewing their own operations, companies must also examine the operations of the entire supply chain.

“A good reputation is built on a company’s ability to meet people’s expectations through genuine actions. In these exceptional circumstances, the food industry’s responsibility for ensuring a good daily life for Finns has been emphasized as we have kept store shelves stocked. However, the pandemic has not slowed down our other sustainability efforts—quite the opposite,”says Helena Karhujoki, Valio’s Communications Director.

The S Group, a network of retail and service companies, is addressing issues such as how to make responsible choices accessible to all consumers.

“It is truly important that actors in the food value chain work together to promote sustainability. No one can solve major challenges alone. When it comes to food, domestic origin and animal welfare are at the top of customers’ sustainability priorities, but climate issues cannot be overlooked. “It is important that we, as a retailer, also promote sustainable consumption through positive encouragement,” says Nina Elomaa, SOK’s Head of Sustainability.

The results are based on Reputation&Trust Food Industry Reputation&Trust conducted in November–December 2020, which examined the reputation of food industry organizations operating in Finland among the general public. A total of 2,227 Finns participated in the survey. The target group for the survey consisted of Finns aged 15–65 nationwide (excluding the Åland Islands). The sample was weighted to be representative of the population by gender, age, and region of residence.