IFIC finds consumers adopting an origins-focused approach when buying food
While consumers cite broad aspects like taste, price and familiarity as the top reasons to purchase certain foods, they also crave a deeper understanding of what they are eating. Americans want to learn more about the origins of their food and its entire journey from farm to fork, according to the International Food Information Council (IFIC) Foundation.
“Americans have a growing appetite for more information about their food, and technology is enabling eaters like never before,” said Joseph Clayton, CEO of the IFIC Foundation. “It’s also driving transparency across the food supply chain.”