Trust and the Food and Beverage Sector

Global Report Trust and the Food and Beverage Sector

21 YEARS OF TRUST 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Rising Fall of the Earned Media U.S. Trust A “Person Like Business More Young People Trust in Performance Business Must Influence of Celebrity CEO More Credible Companies in Shifts from Me” Emerges Trusted Than Have More Business and Partner With NGOs Than Europe Suffer “Authorities” as Credible Government Trust in Plummets Transparency Government to Advertising Trust Discount to Peers Spokesperson and Media Business Essential to Regain Trust Trust 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Fall of Crisis of Business Trust is Growing Trust in The Battle Trust Trust: Declaring Government Leadership to Lead Essential to Inequality Crisis for Truth at Work Competence Information the Debate Innovation of Trust and Ethics Bankruptcy for Change 2

21st ANNUAL EDELMAN TRUST General Online Population Informed Public BAROMETER 1,150 500respondents in U.S. and China; Methodology 100respondents in Nigeria; respondents per country 200in all other countries Ages Represents 17% of total global population 18+ Must meet 4 criteria: Online survey in 28 countries* All slides show general ‣ Age 25-64 33,000+ respondents online population data ‣ College-educated 2021 Edelman Trust Barometer fieldwork unless otherwise noted ‣ In top 25% of household income conducted from October 19 to November 18, 2020 per age group in each country ‣ Report significant engagement in public policy and business news *The 2021 Trust Barometer 27-market global averages (for the general population, mass population and informed Mass Population public) do not include Nigeria 27-market global data margin of error: General population +/- 0.6% All population not including (N=31,050); informed public +/- 1.3% (N=6,000); mass population +/- informed public 0.6% (N=25,050+); half-sample global general online population +/- 0.8% (N=15,525). Represents 83% of total global Country-specific data margin of error: General population +/- 2.9% population (N=1,150); informed public +/- 6.9% (N=min 200, varies by country), except for China and U.S. +/- 4.4% (N=500) and Nigeria +/- 9.8% (N=100); mass population +/- 3.0% to 3.6% (N=min 736, varies by U.S. Post-Election Supplement country), except for Nigeria +/- 2.9% (N=1,125). U.S. Post-Election Supplement margin of error: +/- 2.5% (N=1,500). 1,500 U.S. respondents, fielded December 14 to 18, 2020 U.S. Post-Election Supplement ethnicity-specific data margin of error: Non-Hispanic White+/- 3.3% (N=894); all others +/- 4.0 (N=607). 3

A YEAR OF CRISIS PUTS TRUST TO THE TEST 4

SPRING TRUST BUBBLE BURSTS; BIGGEST LOSS FOR GOVERNMENT - 0 + Distrust Neutral Trust Change, wave to wave Trust Index, 11 countries included in the 2020 Trust Barometer Spring Update (1-49) (50-59) (60-100) Global 11 Government +/- Jan 2020 to +/- May 2020 to May 2020 Jan 2021 S. Korea -17 +16 -17 UK -15 +/- May 2020 +24 -15 to Jan 2021 China -13 61 Government -8 +5 -13 -8 Mexico -12 Media -6 +12 -12 -5 -6 Canada -11 +6 NGOs -6 +20 -11 -6 India +6 -8 56 Business -3 -8 -3 U.S. -6 55 +9 -6 Government was the most Germany -5 trusted institution in May, +19 -5 then lost its lead 6 months later Japan -1 -5 -1 Saudi Arabia -1 +5 -1 Jan 2020 May 2020 Jan 2021 France +2 +13 2 2021 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 11-mkt avg. 5

BUSINESS BECOMES ONLY TRUSTED INSTITUTION Percent trust - 0 + Distrust Neutral Trust Change, 2020 to 2021 Business NGOs Government Media Business more trusted than government in 18 of 27 countries 61 57 53 56 +2 51 pts TRUST INDEX Change, 2020 to 2021 +2 -1 +3 +2 l 2021 Edelman Trust Barometer. The Trust Index is the average percent trust in NGOs, business, government and media. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 27-mkt avg. 6

BUSINESS NOW ONLY INSTITUTION SEEN AS ETHICAL 2021 BOTH COMPETENT 35 2020 ANDETHICAL (Competence score, net ethical score) NGOs (-5, 16) Business Media (-19, -3) (14, 5) LESS COMPETENT -50 50 COMPETENT Government (-34, -10) -35 UNETHICAL 2021 Edelman Trust Barometer. The ethical scores are averages of nets based on INS_PER_DIM/1-4. Question asked of half of the sample. The competence score is a net based on TRU_3D_INS/1. Depending on the question it was either asked of the full of half the sample. General population, 24-mkt avg. Data not collected in China, Russia and Thailand. For full details 7 regarding how this data was calculated and plotted, please see the Technical Appendix.

TRUST IS LOCAL: MY EMPLOYER A MAINSTAY OF TRUST - 0 + Percent trust in my employer Distrust Neutral Trust Change, 2020 to 2021 Global 27 Trust in my employer stable or rising in 18 of 27 countries 92 89 86 85 83 83 82 79 79 79 78 77 76 76 76 76 75 74 73 72 72 71 70 70 69 66 76% 60 58 76 My employer My employer more trusted than institutions Business 61 0 -1 +2 +1 +7 +2 0 -1 +5 0 +3 +4 +1 +1 +4 0 -3 -12 0 0 -2 -6 +4 n/a -1 +3 -4 -1 NGOs 57 l l ll ll l ll Government 53 Media 51 2021 Edelman Trust Barometer. TRU_INS. [Your employer] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 27-mkt avg. Question asked among those who are employed (Q43/1). *Nigeria not included in the global average 8

INCREASED URGENCY TO Change in importance More Less ADDRESS since last year Net change Important Important FOUNDATIONAL Improving our healthcare system +62 70 8 PROBLEMS Addressing povertyin this country +53 62 9 Change in importance since last year Improving our education system +53 62 9 (more important minus less important) Addressing climate change +51 61 10 Finding ways to combat fake news +50 60 10 Protecting people’s individual freedoms +50 59 9 Closing the economic and social divide +48 58 10 2021 Edelman Trust Barometer. IMP_POL_PRIORITIES. For each of Addressing discrimination and racism +42 53 11 the following issues and challenges, please indicate whether our country addressing it has become more important to you, less important to you, or has stayed the same in importance, since last year. 5-point scale; top 2 box; more important; bottom 2 box, less important. General population, 27-mkt avg. Net change is the difference between more and less important. 9

SOCIETAL LEADERS NOT TRUSTED TO DO WHAT IS RIGHT Percent trust - 0 + Distrust Neutral Trust Change, 2020 to 2021 Trust in societal leaders declines further More likely to trust what is local 73 62 63 45 48 41 42 -2 -4 -5 -3 -7 n/a -7 l l l l l l Government leaders Religious leaders Journalists CEOs People in my local My employer Scientists community CEO 2021 Edelman Trust Barometer. TRU_PEP. Below is a list of groups of people. For each one, please indicate how much you trust that group of people to do what is right. 9-point scale; top 4 box, trust. Attributes shown to half of the sample; “My employer CEO” only shown to those that are an employee (Q43/1). General population, 27-mkt avg. 10

PANDEMIC DEEPENS INEQUITIES AROUND THE WORLD Percent who agree Those with less education, less money and fewer resources are being unfairly burdenedwith most of the suffering, risk of illness, and need to sacrifice due to the pandemic 78 72 70 70 69 68 66 65 65 65 65 64 63 63 61 59 58 58 58 58 57 57 55 55 54 54 54 Global 27 52 62% 2021 Edelman Trust Barometer. CV1_Q3. Please indicate your level of agreement with the statements below using a nine-point scale where one means “strongly disagree” and nine means “strongly agree”. 9-point scale; top 4 box, agree. Question asked of half of the sample. General population, 27-mkt avg. *Nigeria not included in the global average 11

TRUST IN ALL INFORMATION SOURCES AT RECORD LOWS Percent trust in each source for general news and information Global 22 63 63 64 65 63 65 62 62 65 Trusted (60-100) 62 59 62 62 61 59 58 59 58 56 Change 2020-2021 49 53 Search engines* -6 46 48 46 45 45 44 42 45 41 Traditional media -8 42 44 44 43 41 41 42 40 40 35 Owned media -5 Social media -5 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2021 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, 22-mkt avg. *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” 12

THE NEW MANDATE FOR BUSINESS 13

EMPLOYER MEDIA MOST BELIEVABLE Percent who believe information from each source automatically, or after seeing it twice or less My employer National Media reports, Major Advertising *Media reports, My social media Communications from… government named source corporations anonymous source 61 58 57 Nr. of times they need to see 52 the information repeated 46 46 before believing it: 39 Once or twice 49 45 47 If I see it here, I will 44 39 39 automatically assume it is true 33 12 13 10 8 7 7 6 I will never believe it is true 7 12 10 15 19 17 24 if this is the only place I see it 2021 Edelman Trust Barometer. HEAR_TIME1. When you see a new piece of information or a news story in each of the following information sources, how many times do you need to see it or hear it repeated in that same type of information source before you believe it is really true? Question asked of half of the sample. “Once or twice” is a sum of codes 2 and 3. General population, 27-mkt avg. “Employer communications” only shown to those that are an employee (Q43/1). *”Media reports, anonymous source” excludes Canada and France. 14

BUSINESS EXPECTED TO FILL VOID LEFT BY GOVERNMENT Percent who agree CEOs should step in CEOs should take the lead CEOs should hold when the government does not fix on change rather than waiting themselves accountable to societal problems for government to impose change the public on them and not just to the board of directors or stockholders 68% 66% 65% 2021 Edelman Trust Barometer. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO. Thinking about CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterize each using the following three-point scale? 3-point scale, sum of codes 2 and 3. Question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statement? 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, 27-mkt avg. 15

CEOS MUST LEAD ON SOCIETAL ISSUES I expect CEOs to publicly speak out about one or more of these societal challenges Pandemic impact 59 Job automation 51 86% Societal issues 43 Local community issues 40 2021 Edelman Trust Barometer. CEO_SPEAK. Looking at the topics listed below, please select the ones you expect CEOs to currently be speaking out about publicly. Select all that apply. Question asked of half of the sample. General population, 27-mkt avg. CEO expectation to speak out is a net of attributes 1, 2, 5 and 7. 16

BUSINESS GAINS THE MOST TRUST BY BEING A GUARDIAN OF INFORMATION QUALITY Percent increased likelihood of trusting business associated with performing well on each action When these actions are performed well… Increased likelihood of trust Guarding information quality +5.8% Embracing sustainable practices +5.7% Robust COVID-19 health and safety response +4.8% Driving economic prosperity +4.7% Long-term thinking over short-term profits +4.6% 2021 Edelman Trust Barometer. Discrete choice analysis; results shown are marginal effects on likelihood to trust. PER_BUS. How well do you feel business is currently doing each of the following? 5-point scale; top 2 box, doing well. Question asked of half of the sample. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 27-mkt avg. For a full explanation of how this data was calculated, please see the Technical Appendix. 17

THE FOOD & BEVERAGE SECTOR REMAINS ON SHAKY GROUND

THE PAST YEAR INVITED AN INTENSE DIALOGUE ON THE STATE OF THE FOOD SYSTEM 19

DRAMATIC DECLINES FOR FOOD AND BEVERAGE FOLLOWING SPRING TRUST SURGE - 0 + Distrust Neutral Trust Change, wave to wave Trust in food and beverage, 11 countries included in the (1-49) (50-59) (60-100) 2020 Trust Barometer Spring Update Global 11, trust in food and beverage Countries +/- Jan 2020 to +/- May 2020 to May 2020 Jan 2021 China +11 -24 -17 76 Germany +18 -18 -15 France +18 -17 +9 -13 -12 This decrease from May 2020 Canada +11 -15 to Jan 2021 is largest of any -12 67 sector measured Mexico +12 -14 -11 64 UK +6 -8 -13 S. Korea +2 -8 -6 U.S. +9 -7 -5 Saudi Arabia +9 -5 -1 India +3 -4 -1 Jan 2020 May 2020 Jan 2021 Japan -5 -4 2 2021 Edelman Trust Barometer. TRU_IND. [FOOD AND BEVERAGE] Please indicate how much you trust businesses in each of the following industries to do what is right. 9-point scale; top 4 box, trust. Industries shown to half of the sample. General population, 11-mkt avg. 20

FOOD AND BEVERAGE NOT KEEPING PACE WITH BUSINESS TRUST GAINS Percent trust in the food and beverage sector vs. trust in business - 0 + Distrust Neutral Trust Change, 2020 to 2021 (1-49) (50-59) (60-100) Global 22 Change, 2020-2021 69 67 Food and Countries with largest declines 64 65 beverage sector -2 in food and beverage trust year-over-year Percent trust, Change, 59 Business in +1 2021 2020-2021 58 general China -15 56 69 -13 Argentina -13 60 -9 -12 Japan 57 -9 47 -8 Thailand 77 -11 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2021 Edelman Trust Barometer. TRU_IND. [FOOD AND BEVERAGE] Please indicate how much you trust businesses in each of the following industries to do what is right. 9-point scale; top 4 box, trust. Industries shown to half of the sample. TRU_INS. [BUSINESS] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 22-mkt avg. 21

DECLINE HAPPENING ACROSS INDUSTRY SECTORS Percent trust in each sector - 0 + Distrust Neutral Trust Change, 2020 to 2021 66 66 66 66 70 60 60 61 62 62 62 63 64 53 58 46 n/a -5 -6 -3 -3 -5 -6 -6 -5 -5 -5 -3 -2 -1 -4 -6 lllllllllllllll 2021 Edelman Trust Barometer. TRU_IND. Please indicate how much you trust businesses in each of the following industries to do what is right. 9-point scale; top 4 box, trust. Industries shown to half of the sample. General population, 27-mkt avg. 22

TRUST IN FOOD AND BEVERAGE DECREASES IN 16 OF 27 COUNTRIES - 0 + Distrust Neutral Trust Change, 2020 to 2021 Percent trust All-time low Trusted in 23 countries 83 81 77 76 74 73 71 69 69 69 68 68 68 66 65 65 65 65 63 62 62 61 60 59 57 57 49 45 GLOBAL 27 -2 pts 66 +2-1 -8 +5 +4 -4 n/a -13 -2 +4 +1 -4 -1 -3 +3 0 -1 +2 -1 -4 -1 -6 -9 -7 0 -9 +1 0 Change, 2020 to 2021 2021 Edelman Trust Barometer. TRU_IND. [FOOD AND BEVERAGE] Please indicate how much you trust businesses in each of the following industries to do what is right. 9-point scale; top 4 box, trust. Industries shown to half of the sample. General population, 27-mkt avg. *Nigeria not included in the global average 23

TRUST DECLINES ACROSS SUBSECTORS; BREWING AND SPIRITS THE HARDEST HIT Percent trust in food and beverage subsectors - 0 + Distrust Neutral Trust Change, 2020 to 2021 71 69 70 69 64 63 60 60 56 56 54 47 45 -2 -1 -1 n/a 0 -6 -2 Farming and fishery Grocery stores Food and beverage Digital food delivery Fast food Brewing and spirits Makers of food manufacturers additives 2021 +/- yty 2021 +/- yty 2021 +/- yty 2021 +/- yty 2021 +/- yty 2021 +/- yty China 71 -13 China 71 -14 Singapore 58 -15 Australia 60 +15 Colombia 47 -21 China 61 -12 Singapore 65 -11 Japan 55 -12 China 72 -12 Singapore 57 -11 Japan 46 -16 Colombia 41 -11 The Netherlands 67 -10 Singapore 69 -11 Australia 70 +10 China 70 -9 Mexico 56 -16 S. Korea 35 -10 Thailand 71 -9 Australia 73 +10 Brazil/S.Korea/ 57/53/73 -9 Argentina/Saudi Arabia 55/58 +8/-8 Thailand 60 -14 UK 35 -10 Argentina/Ireland 70/73 +9 Thailand Japan 44 -7 China/Singapore 69/58 -13 Australia 49 +9 Australia/Ireland 74/69 +8 Colombia/Thailand 69/74 -9 Colombia/Russia 66/44 -7/+7 2021 Edelman Trust Barometer. TRU_SUB_FBV. Now thinking about specific sectors within the food and beverage industry, please indicate how much you trust businesses in each of the following sectors to do what is right. 9-point scale; top 4 box, trust. Question asked of one-fifth of the sample. General population, 27-mkt avg. 24

CONTINUED HIGH INEQUALITY FOR FOOD AND BEVERAGE SECTOR Percent trust in food and beverage Trust (60-100) Neutral Global 22 (50-59) Distrust (1-49) 75 75 74 72 Informed 4pt gap 9pt gap Public 69 69 70 70 9pt gap Trust inequality, 2021 67 68 67 9pt gap Colombia 20 65 66 65 64 64 Japan 19 63 63 62 63 S. Africa 17 Mass Population Italy 16 Saudi Arabia 16 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2021 Edelman Trust Barometer. TRU_IND. [FOOD AND BEVERAGE] Please indicate how much you trust businesses in each of the following industries to do what is right. 9-point scale; top 4 box, trust. Industries shown to half of the sample. Informed public and mass population, 22-mkt avg. 25

INEQUALITY ALSO A REALITY FOR ALL SUBSECTORS Percentage-point difference between sector and sub-sector trust among the informed public vs. the mass population - 0 + Distrust Neutral Trust Change, 2020 to 2021 % trust in each … among 74 66 64 70 53 75 76 Informed public        15 11 10pts 10 10 8 8 +1 +5 +1 +3 -1 +1 +2 among 64 51 53 60 43 67 68 mass population        2021 Edelman Trust Barometer. TRU_IND. [FOOD AND BEVERAGE] Please indicate how much you trust businesses in each of the following industries to do what is right. 9-point scale; top 4 box, trust. Industries shown to half of the sample. TRU_SUB_FBV. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors to do what is right. 9-point scale; top 4 box, trust. Question asked of one-fifth of the sample. Informed public and mass population, 27-mkt avg. 26

TRUST IN FOOD AND BEVERAGE AND SUBSECTORS LARGELY CONSISTENT ACROSS AGE GROUPS Percent trust - 0 + Distrust Neutral Trust Change, 2020 to 2021 Food and beverage Food and Beverage sector manufacturers Fast food Grocery stores Brewing and spirits 66 66 65 68 69 71 63 64 62 60 57 56 53 54 50 -2 -3 -1 -2 0 0 +2 -1 0 -4 -1 +2 -2 -6 -8 18-34 35-54 55+ 18-34 35-54 55+ 18-34 35-54 55+ 18-34 35-54 55+ 18-34 35-54 55+ 2021 Edelman Trust Barometer. TRU_IND. [FOOD AND BEVERAGE] Please indicate how much you trust businesses in each of the following industries to do what is right. 9-point scale; top 4 box, trust. Industries shown to half of the sample. TRU_SUB_FBV. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors to do what is right. 9-point scale; top 4 box, trust. Question asked of one-fifth of the sample. General population, 27-mkt avg., by age. 27

IN THE U.S., NUANCED TRUST GAPS ACROSS ETHNICITIES; DIFFERENT TRUST LEVELS FROM SECTOR TO SUBSECTOR Percent trust, in the U.S. - 0 + Distrust Neutral Trust Change, 2020 to 2021 Food and beverage Food and Beverage sector manufacturers Fast food Grocery stores Brewing and spirits 76 66 62 64 64 61 67 66 61 58 55 56 59 56 54 58 56 51 48 51 0 -1 +4 +6 +2 -1 +4 -11 +4 -1 +5 -3 -5 -11 +8 -7 -6 -2 -9 +5 et n n nX n te n n nX n te n n nX n te n n nX n te n n nX n carica ati ca ricaca ti ca ricaca ca ricaca ti ca ricaca ti ca Whi f L Whi f La Whi f Lati Whi f La Whi f La k/AAmeri Ameri k/AAmeri Ameri k/AAmeri Ameri k/A Ameri Ameri k/AAmeri Ameri acl- - lac- - lac- - lac - - lac- - B sian B sian B sian B sian B sian A A A A A 2021 Edelman Trust Barometer. TRU_IND. [FOOD AND BEVERAGE] Please indicate how much you trust businesses in each of the following industries to do what is right. 9-point scale; top 4 box, trust. Industries shown to half of the sample. TRU_SUB_FBV. Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors to do what is right. 9-point scale; top 4 box, trust. Question asked of one-fifth of the sample. U.S., among Non-Hispanic White, Black, LatinX and Asian populations. 28

IN 2021, F&B EMPLOYEES ARE KEY TO UNLOCKING TRUST

AMID PANDEMIC, BIG TRUST INCREASES AMONG FOOD AND BEVERAGE EMPLOYEES Percent trust in my employer, among sector employees - 0 + Distrust Neutral Trust Change, 2020 to 2021 Among those employed in each of the following sectors.. All employees, global 27 83 83 81 79 78 78 76 76 76 75 75 74 71 70 68 0 76 pts TRUST Change, 2020 to 2021 +1 +1 -1 +1 0 +3 +7 +1 -1 -2 0 -5 -6 -4 -7 2021 Edelman Trust Barometer. TRU_INS. [YOUR EMPLOYER] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. “My employer” shown to those that are an employee (Q43/1). General population, 27-mkt avg., and among those employed in each sector (Q43/1 AND Q420). 30

EMPLOYERS SEEN AS TRUSTED SOURCE OF INFORMATION Percent who agree, among sector employees I look to my employer to be a trustworthy source of information about social issues and other important topics on which there is not general agreement in our country today All employees, 70 68 global 27 65 63 62 61 60 59 58 57 57 57 57 54 59% 49 2021 Edelman Trust Barometer. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee (Q43/1). General population, 27-mkt avg., and among those employed in each sector (Q43/1 AND Q420). 31

EMPLOYER PURPOSE AND HAVING A VOICE Net change MATTER EVEN MORE Change in importance as an employer attribute All Food More Less employees employees Important Important TO FOOD SECTOR since the start of the year… EMPLOYEES Keep workers, customers safe +49 +49 59 11 Change in importance since last year (more important minus less important,) among food and beverage Regular employee communications +44 +47 58 11 employees Do work that shapes the future +40 +45 55 10 Include employees in planning +38 +45 56 11 2021 Edelman Trust Barometer. EMP_IMP_VAL. When considering and strategy an organization as a potential place of employment, please indicate whether each of the following has become more important to you, less important to you, or has stayed the same in importance since last year. 5-point scale; top 2 box; more important; bottom 2 box, less important. Question asked of those who are an employee (Q43/1). General population, 27-mkt avg., and among food and beverage employees (Q43/1 AND Q420/8). Net change is the difference between more and less important. 32

CONSUMERS AND EMPLOYEES EXPECTED TO HAVE A SEAT AT THE TABLE Percent who agree 68% 62% 51%of food and beverage employees Consumers … Employees … I am more likely now than a year have the power to force ago to voice my objections to corporations to change management or engage in workplace protest 2021 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half of the sample. General population, 27-mkt avg. EMP_ENG. Thinking about your current employer, to what extent do you agree with the following statements? 9-point scale; top 4 box, agree. Question asked of those who are an employee (Q43/1). General population, 27-mkt avg., among those employed in the food sector (Q43/1 AND Q420/8). 33

BUILDING RESILIENCE IN FOOD AND BEVERAGE THROUGH TRUST 34

“ As much as we need new thinking on global food system issues, we also need new doing." Danielle Nierenberg, Food Tank OPPORTUNITIES FOR FOOD & BEVERAGE 1. 2. 3. Embrace Address the Step up and innovation trust gaps make with purpose adifference in and passion the here and now 35

5 SYSTEM GAPS HAVE EMERGED as the key drivers (the root causes) behind the myriad of production, distribution & consumption issues 1 2 3 4 5 INNOVATION GAP INCLUSION GAP INFORMATION GAP INCENTIVE GAP INVESTMENT GAP With cultures driven The communities Food access is often We have technology As investment dollars by quarterly earnings, most in need of framed in terms of that can lessen pour into synthetic bio many companies system change are distribution. Yet, environmental impact and food tech, little prioritize product underrepresented in people also need now. Yet, growers time is invested in innovation over production and tools, transparency operating under tight bringing people into system innovation industry roles. and information to margins have the possibilities. make sustainable & relatively nutritious choices. few incentives to adopt them now.

TRUST IN FOOD & BEVERAGE IS BUILT ONE INGREDIENT AT A TIME. 1 2 3 4 Take a hard look at Empower employees Lead with facts, Provide trustworthy, where you stand at every step act with empathy collaborative content • Assess trust with all • System gaps have • Ensure every commitment • With actions in place, tell the stakeholders in your own connections across leads with the tangible story of what you’re company and pinpoint areas business functions. Make actions you are taking now addressing. Remember the of vulnerability sure the entire organization and in the future. cry for truthful, unbiased, is involved to create reliable information. • Analyze each of the food meaningful change. • Have the courage to provide system gaps. What straight talk but also • Don’t go it alone. Business, problems can you credibly • Ensure employees have empathize and address government, NGOs and solve to build trust? Which others must find a common gaps have the greatest ample opportunity to people’s fears. purpose and take collective connection with your participate and co-create. action to solve societal business goals? They should be involved in problems. So, engage assessing the gaps AND others along the way. building your plan of action. 37