Farmers top consumer trust rankings in US food supply chain, Purdue study finds

Agricultural producers command the highest levels of consumer confidence across America's food supply chain, with farmers and ranchers significantly outperforming food manufacturers and retailers in public trust, according to research from Purdue University.

Trust disparities across the value chain

The September Consumer Food Insights report, compiled by Purdue's Center for Food Demand Analysis and Sustainability, surveyed more than 1,200 American adults on their perceptions of various players in the food system. The study found that 67 per cent of respondents expressed confidence that farmers and ranchers act in consumers' best interests, the highest rating among all groups examined.

Food manufacturers, including meat processors, ranked penultimate in the trust hierarchy, though 57 per cent of consumers still indicated they somewhat or strongly trusted these entities to prioritise consumer welfare.

Manufacturers dominate taste and nutrition perceptions

Despite lower trust ratings, food manufacturers were perceived as having the greatest impact on food quality attributes. When asked which group most influences specific characteristics of grocery store purchases, 39 per cent of consumers identified manufacturers as most influential on taste, whilst 30 per cent credited them with the primary impact on nutritional value.

Retailers led on price perception, with 29 per cent viewing them as most influential on affordability, edging ahead of manufacturers at 23 per cent for this metric.

Performance ratings reveal mixed satisfaction

Consumer assessments of how well various groups perform on key attributes revealed divergent satisfaction levels. Food manufacturers received a 7.7 rating out of 10 for taste delivery, whilst retailers scored 5.2 for maintaining affordability. Manufacturers achieved 6.3 for nutritional performance.

Joseph Balagtas, Elijah Bryant and Lourival Monaco, researchers on the project, noted that taste, price and nutrition have remained the dominant consumer concerns since tracking began in 2022. "This reveals who consumers look to to fulfil these needs," they stated.

The findings suggest that whilst consumers have generally been satisfied with food taste, opinions remain mixed regarding the industry's performance on pricing and affordability — a reflection of broader economic pressures on household budgets.