1. 2014 EDELMAN TRUST BAROMETER FOOD AND BEVERAGE INDUSTRY RESULTS

2. EDELMAN'S 14TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST 2 ONLINE SURVEY IN 27 COUNTRIES 33,000+ respondents 6 years in 20+ markets 9 years in 10+ markets GENERAL POPULATION 1000 respondents per country surveyed Ages 18+ 3 years of data INFORMED PUBLICS 500 respondents in U.S. and China & 200 in other countries Ages 25-64 College-educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news and public policy 14 years of data

3. FOOD AND BEVERAGE INDUSTRY Comparison Trust in Industries Trust in FOOD AND BEVERAGE Industry Sector Trust in the FOOD AND BEVERAGE Industry Over Time Trust in the FOOD AND BEVERAGE Industry by Region Trust in the FOOD AND BEVERAGE Industry by Country Industry Global Bird’s Eye View Trust in the FOOD AND BEVERAGE Industry (2013 vs. 2014) Trust in the FOOD AND BEVERAGE Industry & Trust in Business Trust in the FOOD AND BEVERAGE Industry vs. Trust Companies Trusters and Distrusters FOOD AND BEVERAGE Industry Trusters vs. Distrusters Credible Spokespeople Trusted Sources of Information Trust Building Business Trust Attributes 2014 FOOD AND BEVERAGE Industry Trust Attributes 3

4. ONE | The State of Trust

5. TRUST IN INDUSTRIES, 2013 VS. 2014 Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics, 20-country global total. 5 20142013 2013 VS. 2014 +2 +1 0 0 0 +2 +1 0 -2 +1 0

6. 6 TRUST IN FOOD AND BEVERAGE INDUSTRY – GLOBAL Q61C-64C. [SPLIT SAMPLE] 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. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. General Population in 27 -country global total

7. 50% 7 TRUST IN FOOD & BEVERAGE SECTORS – FOOD AND BEVERAGE RETAILERS Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the FOOD AND BEVERAGE RETAILERS industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. General Population in 27-country global total and across 27 countries

8. 50% 8 TRUST IN FOOD & BEVERAGE SECTORS – FOOD SERVICE Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the FOOD SERVICE industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. General Population in 26 -country global total and across 27 countries

9. 50% 9 TRUST IN FOOD & BEVERAGE SECTORS – FOOD AND BEVERAGE MANUFACTURERS Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the FOOD AND BEVERAGE MANUFACTURERS industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. General Population in 26 -country global total and across 27 countries

10. 50% 10 TRUST IN FOOD & BEVERAGE SECTORS – FAST FOOD RESTAURANTS Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the FAST FOOD RESTAURANTS industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. General Population in 27-country global total and across 27 countries

11. Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics in 20-country global total TRUST IN FOOD AND BEVERAGE INDUSTRY - GLOBAL 11

12. 12 TRUST IN FOOD AND BEVERAGE INDUSTRY – BY REGION Q43-60. FOOD AND BEVERAGE Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9- point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 27 -country global total and across APAC, BRIC, Latin America, North America and EU region

13. Latin AmericaAPACNorth AmericaEMEA 13 TRUST IN FOOD AND BEVERAGE INDUSTRY – 27 MARKET OVERVIEW Q43-60. FOOD AND BEVERAGE Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9- point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 27 -country global total and across 27 countries

14. 14 2013 VS. 2014 TRUST IN FOOD AND BEVERAGE INDUSTRY – 27 MARKET OVERVIEW 20132014 Q43-60. FOOD AND BEVERAGE Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9- point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 27 -country global total and across 27 countries

15. 49% TRUST IN BUSINESS 63% TRUST IN THE FOOD AND BEVERAGE INDUSTRY Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”.; Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 27-country global total 15 TRUST IN FOOD AND BEVERAGE INDUSTRY VS. TRUST IN BUSINESS - GLOBAL

16. 16 TRUST IN FOOD AND BEVERAGE INDUSTRY VS. BUSINESS IN GENERAL – 27 MARKET OVERVIEW Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”.; Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 27-country global total and across 27 countries FOOD AND BEVERAGE IndustryBusiness

17. Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 27-country global total 17 TRUST IN FOOD AND BEVERAGE INDUSTRY VS. BLINDED COMPANIES – GLOBAL

18. Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust and Bottom 4 Box, Distrust) General Population in 27-country global total and across 27 countries 18 TRUST IN FOOD & BEVERAGE INDUSTRY VS. DISTRUST IN FOOD & BEVERAGE INDUSTRY TRUSTERS IN FOOD AND BEVERAGE INDUSTRYDISTRUSTERS IN FOOD AND BEVERAGE INDUSTRY

19. Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one means that you "do not trust it at all" and nine means that you "trust it a great deal". (Top 4 Box, Trust) General Population in 27-country global total 19 TRUST IN MEDIA SOURCES – FOOD & BEVERAGE INDUSTRY TRUSTERS VS. DISTRUSTERS TRUSTERS IN FOOD AND BEVERAGE INDUSTRYDISTRUSTERS IN FOOD AND BEVERAGE INDUSTRY

20. CREDIBLE SPOKESPEOPLE – FOOD & BEVERAGE INDUSTRY TRUSTERS VS. DISTRUSTERS Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/ Extremely Credible) General Population in 26-country global total 20 TRUSTERS IN FOOD AND BEVERAGE INDUSTRYDISTRUSTERS IN FOOD AND BEVERAGE INDUSTRY

21. TWO | Building Trust

22. Edelman Trust Barometer research reveals 16 specific attributes which build trust. These can be grouped into five performance clusters listed here in rank order of importance. 22 DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP RANKS ON A GLOBAL LIST OF TOP COMPANIES OPERATIONS WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT ADDRESSES SOCIETY’S NEEDS IN ITS EVERYDAY BUSINESS CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY PARTNERS WITH NGOs, GOVERNMENT AND 3RD PARTIES TO ADDRESS SOCIETAL NEEDS PURPOSE IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS OFFERS HIGH QUALITY PRODUCTS OR SERVICES PRODUCTS & SERVICES TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS HAS TRANSPARENT AND OPEN BUSINESS PRACTICES HAS ETHICAL BUSINESS PRACTICES INTEGRITY COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS LISTENS TO CUSTOMER NEEDS AND FEEDBACK TREATS EMPLOYEES WELL PLACES CUSTOMERS AHEAD OF PROFITS ENGAGEMENT 16 ATTRIBUTES KEY TO BUILDING TRUST

23. TRUST-BUILDING OPPORTUNITY QUADRANT BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS - GLOBAL 23 STATED IMPORTANCE STATED PERFORMANCE ENGAGEMENT INTEGRITY OPERATIONS PURPOSE PRODUCTS & SERVICES HIGH-PERFORMING ON HIGH PRIORITIES UNDER-PERFORMING ON HIGH PRIORITIES UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES Now tablestakes, in 2008 Operations were much higher in importance for building trust. ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUST Q80-Q95. [TRACKING] How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/Extremely Important) General Publics, 27-country global total.; Q114-129. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9- point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performing Extremely Well) General Publics, 27-country global total.

24. 24 MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC - INFLUENCER MESSAGE MAPPING INTEGRITY PURPOSE OPERATIONS PRODUCTS & SERVICES ENGAGEMENT TOTALS Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which person you trust MOST to provide you with credible and honest information about a company. General Publics, 27-country global total.

25. TRUST IN FOOD AND BEVERAGE, 2009 VS. 2014 25 [INSERT HEADLINE] Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Informed Publics, 20-country global total. N.A. 2009 2014 N.A.

26. 26 [INSERT HEADLINE] Not Enough Regulation of Business Not Enough Regulation for Food and Beverage Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.

27. TRUST IN FOOD AND BEVERAGE VS DESIRE FOR MORE REGULATION OF FOOD AND BEVERAGE 27 [INSERT HEADLINE] Trust in Food and Beverage Not Enough Regulation for Food and Beverage 67% Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27- country global total. Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total.

28. Q237-248. [SPLIT SAMPLE] How important are each of the following factors to building your TRUST in a company? Use a 9-point scale where one means that action is "not at all important to building your trust" and nine means it is "extremely important to building your trust" in a company. (Top 4 Box, Important in Building Trust) Informed Publics in 27-country global total. 28 TURNING ATTRIBUTES INTO ACTION: TOP RANKED POSITIVE BEHAVIORS WILL IMPACT ENGAGEMENT CLUSTERS THE LINK BETWEEN THE TOP FIVE POSITIVE EFFECTS ON TRUST AND TRUST CLUSTERS If companies exhibit these positive behaviors... …it will have its greatest impact in these clusters ENGAGEMENT INTEGRITY ENGAGEMENT INTEGRITY ENGAGEMENT INTEGRITY ENGAGEMENT INTEGRITY ENGAGEMENT INTEGRITY PURPOSE PRODUCTS & SERVICES

29. Q226-236. [SPLIT SAMPLE] Please indicate whether each of the below actions would impact your trust in a company using a 9-point scale, where one means that action has "no impact on your trust in a company" and nine means it "has a significant negative impact on your trust in a company. " You can use any number from one to nine, the higher the number the more that action would have a negative impact on your trust in a company. (Top 4 Box, Negative Impact on Trust) Informed Publics in 27 -country global total. 29 NEGATIVE BEHAVIORS ARE MOST LIKELY TO AFFECT PERCEPTIONS OF HAVING AN ETHICAL BUSINESS PRACTICE THE LINK BETWEEN THE TOP FIVE NEGATIVE EFFECTS ON TRUST AND TRUST ACTIONS ENGAGEMENT INTEGRITY ENGAGEMENT INTEGRITY ENGAGEMENT INTEGRITY …it will have its greatest impact in these clusters If companies exhibit these negative behaviors...

30. A NEW TRUST ENVIRONMENT 30 84% believe a company can take specific actions that both increase profits and improve the economic and social conditions in the communities where it operates. Operations and CSR programs are now tablestakes. Business must focus on Engagement and Integrity to build trust. CEO must become Chief Engagement Officer There has been a significant change in the trust environment since 2009. Business must now lead the debate for change. People trust business to innovate, unite and deliver across borders in a way that government can’t. This trust comes with the expectation and responsibility to maintain it.

31. WE NEED TO EVOLVE… Macro Micro Shared Value(s) Transactional Societal Expectations Legal Requirements How and Why What to includeFrom only

32. BUSINESS TO LEAD THE DEBATE FOR CHANGE 32 Evaluate Establish transparent metrics. Report frequently. Acknowledge performance and amend as needed. Advocate Offer a clearly articulated strategy that delivers context. Engage and enable to amplify. Create mass movement. Participate Partner, listen and build relationships to inform strategy.

33. On the cover, from top left: Japanese Prime Minister Shinzo Abe: REUTERS/Toru Hanai; Malala Yousefzai: REUTERS/Darren Staples; Brazilian Oil and Gas Magnate Eike Batista: REUTERS/Fred Prouser; Anti-Government Protests in Turkey: REUTERS/Murad Sezer; Lord Justice Leveson, chair of The Leveson Inquiry: REUTERS/Stefan Wermuth; Hong Kong Protests in Favor of Edward Snowden: REUTERS/Bobby Yip; U.S. Government Shutdown: REUTERS/Mike Theiler