Theodore Roosevelt’s quote that “people don’t care how much you know until they know how much you care” is truer than ever. Past research at the Center for Food Integrity tells us that shared values are four to five times more important in building consumer trust than demonstrating competence.

The voices that are questioning current food system practices are increasing in number, volume and impact. New CFI consumer research offers insight on how the contemporary U.S. food system can establish a foundation of trust, confidence and shared values in order to change attitudes among the segment of the U.S. population most likely to influence others.

Please join us for a webinar scheduled for 11:00 a.m. CST, Tuesday, Nov. 17 during which in-depth results of CFI’s 2009 Consumer Trust Research will be shared on Food Safety issues.

For more information, please contact Terry Fleck at or Allyson Perry at

Source: CFI