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 anseende good anseende particularly important for companies in this sector: the reputation of a food industry company has a greater impact on the level of stakeholder support it receives from the general public than is the case for companies on average.
anseende is particularly evident in consumer behavior, specifically in their willingness to purchase and recommend products.
“As a general rule, a food industry operator must have a good reputation, because 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 variety of sustainability issues, ranging from environmental impacts to production conditions. In addition to reviewing its own operations, a company 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. During these exceptional circumstances, the food industry’s responsibility for ensuring a good quality of life for Finns has been emphasized as we’ve kept store shelves stocked. However, the pandemic hasn’t slowed down our other sustainability efforts—quite the opposite,”says Helena Karhujoki, Valio’s Director of Communications.
The S Group, a network of retail and service companies, addresses issues such as how to make responsible choices possible for 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 incentives,” says Nina Elomaa, Head of Sustainability at SOK.
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 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.
