1. The Journey to Public Trust
Results Workshop
March 20th, 2019

2. Articulating the Public Trust Pathway
The Common Goal:
To demonstrate to Canadians and our food/ingredient customers that Canada’s food system is a system they can trust to deliver healthy, safe, affordable food in a way that reflects short- and long-term sustainability and global competitiveness.
The Desired Outcome:
A Canadian public that trusts the food they eat…
and the processes and practices the agri-food industry follows to produce it.
This morning is about knowledge, experience and tools to get us to where we need to be.
This afternoon is about how we get there together.

3. Action 1: Public trust issues identification
Sharing knowledge - issues
Identification of current and expected public trust issues from industry viewpoint – over 170 on-line survey responses
Inventory of publicly accessible research on consumers’ and influencers’ issues and expectation
Presentation by the Centre for Food Integrity
Analysis of social media on two main aspects of food: how food is produced (production and processing) and content of food (antibiotics, hormones, pesticides, nutritional quality)
Presentation by Advanced Symbolics

4. Action 2: Public Trust issues management
Sharing experience - issues management
Types of management approaches to public trust issues – what works and what does/might not
Industry experience, plus extraction and documentation of best practices through literature review
Case studies on best practices
Presentation by Ellen Goddard

5. Action 3: Public Trust communications
Accessing knowledge - communications
Types of approaches to public trust communications – what works and what does/might not
Documentations of best practices from media experts: conventional and social media
Public trust communications success stories
Presentation by 6P Marketing

6. Action 4: Public Trust communications Toolkit
Toolkit for planning and executing public trust communications
Overall public trust communications approach: what is needed, where to start
Public Trust Communications Plan template
Social Media Strategic Plan Template
Messaging Matrix template to summarize all key Public Trust messages
How to measure Public trust – sample research questions
Demonstration of one of the tools by 6P Marketing

7. Action 5: Measurement of Public Trust performance
Measuring progress
Common metrics and report cards that are currently being used
Options and recommendations for performance measurement suitable for the agriculture and food industry in Canada
National measurables and evaluation tools for commodity level and overall sector performance in public trust
Presentation of evaluation tool by Groupe Agéco

8. Action 6: Next steps in Public Trust
Working within and across the supply chains
How we could best use the information and tools effectively
Need for and mechanisms for coordination
Governance and funding
Food system harmony
Introductory presentation by Kim McConnell, leading to facilitated discussion

9. The Canadian Journey to Social License / Public Trust
The Canadian Food System’s Journey to Public Trust
Contact information: