Why Invest In Data
Is it all it's cracked up to be?
Increasingly processors and brands are grappling with where to invest their efforts. Whether it’s sustainability budget, marketing budget, new product budget or R&D budget.
So I thought I’d break it down in simple terms.
If you want the too long didn’t read version: If you’re a small artisan local brand - you don’t need to invest in data. You have physical touch points. Your data is your interactions. Consumers and brands can touch, feel and see it.
If you’re an average westernised human, then local food will make up 10% of your supermarket shop (at best) by dollars spent.
So that leaves us with Global Supply Chains.
Unfortunately global supply chains are not something consumers can touch, feel, smell and experience and thus, verify the things being claimed are in fact true.
So if we break down trust a bit further - it is essentially a series of experiences that line up with what is being presented.
You know that “icky” feeling you sometimes get when you just know something is off, but you can’t explain it? That’s a misalignment of your experiences and what is being presented.
So the big question is - do we actually need to invest in data about our food to have trust in global supply chains?
Well here’s the equation
Trust decline + Certification Confusion + Increase demand = Data
There’s really only one answer. The future demands proof, context, education and accuracy.
Battling the misinformation wave is now something everyone must contend with. It’s the sneaky “gotcha” of free information, all the time, everywhere.
Especially true for brands, if they want to win the hearts and minds of consumers.
Is Trust really declining?
You only need to have a look around your own life to understand this. However if you’re keen to look to others, here’s a few points to reference.
1. Global Trust & “Grievance Surge” (Edelman Trust Barometer 2025)
52% of countries surveyed express firm distrust in their governments — a threshold marking “distrust” rather than neutral trust .
Between 2021–2025, distrust jumped by double digits: +11 pp for government leaders, +12 pp for business leaders, and +11 pp for journalists .
In New Zealand and Australia, a “Trust Index” decline shifted both nations into outright distrust category for the first time since 2022.
Consumer Brand Trust at Historic Lows – this is relevant as this is a segment of the market that a certification program might target. They are in free fall and struggling for answers to stay relevant and keep consumers attention and trust.
in the U.S., only 50% of consumers trust the brands they use — levels not seen since 2016–2020 lockdown-era
Among Gen Z, trust falls to a mere 28% — starkly contrasted with ~57% among Boomers
What does all this mean for processors, growers and brands?
Well we can no longer expect that consumers even remotely understand food production, and adding to that is a lot of confusing voices (and new and novel processes) which makes it even harder to communicate even the most simple of messages.
Growth of Conscious Brands
Below are just a few stats I could find about the growth and demand for products from conscious brands.
There have been plenty of studies commissioned over the years to research this question. Of course there is always the counter argument that consumers say one thing and do another. (The intention action gap). There is always, of course, the age old “price is always the winner”. This is the silliest of responses in my opinion.
Of course price is always a consideration. Every person and every business is in the game of “how much can I get for my dollar”. Those that refute consumer demands for sustainability with this statement clearly are missing the point.
So if thats you, lets turn it around. What can we count on?
Businesses have finite cash. These initiatives are NOT cheap, especially at scale. So if they are aligning with these types of initiatives, there must be something in it. Whether consumers vote with their dollars or not may still be up for debate, but the number of brands that feel the need to use precious resources to demonstrate their “consciousness” or virtuousness is growing.
What does that mean for processors, growers and brands?
All of these companies, need to back up their claims. Combine that with assessments that sustainability has become merely table stakes and not differentiation. Well, it’s effectively who can deliver the basics the best and cheapest
Growth of Certifications
So many new certifications have entered the arena. This is often in response to either a market failure to adapt to consumer demands or new and novel processes needing to be defined and verified. Both of these drivers have meant that there’s a growth in new ways to “define good” for consumers.
If you combine this with trust decline as well as a the number of brands using them, what you get us utter confusion and in many cases reported cases of “in-action” by the consumer.
Here are a few new kids on the block.
Regenerative Organic Certification by A Greener World launched its first cohort in 2021
Oeko‑Tex Organic Cotton certification was introduced in 2023
EcoChef certification was launched in 2025
Entotrust Certification (Global)
Entotrust is a voluntary trust mark for insect-based foods
Rainforest Alliance New Seals (Global) April 2025
Buying Poultry Label (USA)
In addition to this I know that Fair Trade has started a consultation to review their standards and launch a new one. Where food comes from has a sustainable beef program, and that’s just a few off the top of my head that I know are in the pipeline.
Want some more proof?
How about JUST Organic programs?
