What Are the Top 3 Consumer Decisions in Food Purchases?

consumer trust
The Center for Food Integrity published its 2011 Consumer Trust Research (PDF link). The top three priority goals driving consumer food choices include: Safe food, affordable food for me and my family, and nutritious food. It was noted that consumers distinguish between family farmers versus commercial farmers.
There is an inverse relationship between the perception of shared values and priorities for commercial farms. Consumers fear that commercial farms will put profit ahead of principle and therefore cut corners when it comes to other priority issues. As farms continue to change in size and scale we have to overcome that bias by more effectively demonstrating our commitment to the values and priorities of consumers.
Charlie Arnot offers an introduction (audio link) to the research and its approach to organizing the data.