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Food Forward

What will be on our plates in 2050, and how will it get there? Food Forward is a new Rabobank podcast featuring the innovators and agriculture experts who are changing the way we produce and consume food.

By the middle of this century there will be nearly 10 billion mouths to feed. How do we feed the world and stay within planetary boundaries? How can we support a transition to a more sustainable food system that empowers everyone along the food chain, from the farmer to the consumer? Join Food Forward as we search for answers.

Dutch listeners can also look for our sister podcast "Food Forward NL" wherever they listen.

Oct 13, 2019

“We’ve been hurt, we’ve been disappointed, we’ve felt somewhat misled.” Feelings of distrust have damaged the relationship between consumers and food companies. According to Linda Eatherton, it’s time to “pull back the curtain.”

Linda Eatherton is the Managing Director of global marketing communication and consultancy firm Ketchum. She thinks a lot about how companies can earn trust – and permission – from their customers.

A “social license to operate” has become increasingly important for running a business in the 21st century. But this isn’t a license that can be bought or reached with good PR alone, Eatherton explains. “It’s a concept that’s old and yet new again. In many cases, it’s a very simple idea: the trust between parties and partners to do business and to trade.”

Across the food and agricultural sectors, that trust has eroded, leaving the general public suspicious about where their food comes from. So what can companies do to earn a social license? Transparency is key, says Eatherton, even when there is still work to be done. Admitting you’ve made a mistake or that you are still improving earns businesses more credibility than keeping the doors shut.

In this episode of Food Forward Eatherton explains what’s at the root of consumer distrust and how food and agriculture companies can rebuild their reputations and strengthen their relationships with their customers.