February 21, 2022
![Ensuring consumer trust requires brands to take several extra steps Ensuring consumer trust requires brands to take several extra steps](https://eu-images.contentstack.com/v3/assets/blt09e5e63517a16184/blta013e6c9ede4d621/64ff18c61c7d5735930f688a/05-Ensuring_20Consumer_20Trust.png?width=700&auto=webp&quality=80&disable=upscale)
Aussie Bubs offers nutritious, clean-label formula and food for babies and toddlers. Products do not contain palm oil, corn syrup, growth hormones, or artificial sweeteners, colors or preservatives. Toddler formulas are made from cow's milk or goat's milk, which is molecularly similar to human breast milk. Aussie Bubs has received the Clean Label Project Purity Award for its products' purity.
Farmers Hen House, an organic egg production company, sources its organic, free-range and pasture-raised eggs from more than 50 mostly Amish and Mennonite farms in Iowa and Missouri. The company uses blockchain technology and QR codes to connect its eggs to the farm of origin for consumers.
GoodSport Nutrition beverages capture electrolytes and carbohydrates in milk—left behind by ultrafiltered milk and upcycled—to provide rapid, long-lasting hydration with three times the electrolytes and one-third less sugar than most sports drinks from all-natural sources. GoodSport is women-owned and made in the United States.
Koala Eco uses Australian essential oils to craft all-natural, plant-based cleaners and personal cleansers such as dish soap, multi-purpose cleaners and hand wash. All products are created in the United States with naturally antibacterial ingredients that are certified nontoxic and cruelty free. Koala Eco supports 1% for the Planet, a nonprofit that protects land, rivers and oceans.
Pomì, in the province of Parma, Italy, grows tomatoes on several farms in Northern Italy and processes them at nearby facilities to ensure freshness. Its Pomìtrace technology allows consumers to trace Pomì's strained or chopped tomatoes, tomato juice, tomato paste, marinara sauce and new crushed tomatoes from the grocer's shelf to the farm where the tomatoes grew. Pomì also measures and reports greenhouse gas emissions that were created during each product's life cycle.
Pomì, in the province of Parma, Italy, grows tomatoes on several farms in Northern Italy and processes them at nearby facilities to ensure freshness. Its Pomìtrace technology allows consumers to trace Pomì's strained or chopped tomatoes, tomato juice, tomato paste, marinara sauce and new crushed tomatoes from the grocer's shelf to the farm where the tomatoes grew. Pomì also measures and reports greenhouse gas emissions that were created during each product's life cycle.
New Hope Network's editorial staff, in concert with the NEXT Data & Insights team, have identified the key macro forces driving food trends in the United States. In the 2022 Guidebook we have connected these macro forces and hot trends, as well as the newest exhibitors and fresh brands to help you meet consumers' needs. Learn more about the Guidebook and purchase your copy here.
Today's consumers want to know what is in the food they eat, where it comes from and how it got to their kitchens.
Many food companies, particularly those in the natural space, are bypassing the traditional food supply chain in favor of creating relationships with farmers, eliminating middlemen and empowering the people behind their labels.
These four trends constitute the macro force Ensuring Consumer Trust:
Transparency—Brands are providing the truth about their ingredients, processing and sourcing methods. And when they need to improve in specific arenas, they acknowledge it.
Verification—Brands are holding themselves accountable, using third-party testing and certifications to back their claims—and providing that information to consumers.
Traceability—Consumers want to see for themselves that brands are non-GMO, certified organic or using a particular type of product. Setting up identity preservation techniques that track these ingredients from farm to processing to retailers gives consumers the information they seek.
Clean Label—No one wants to see unpronounceable, unnatural ingredients on the labels of their food. Brands are reformulating their products to simplify their ingredient lists and reassure consumers they are eating real food.
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