Food Safety Fears: What Manufacturers and Foodservice Operators Need to Know

Trust in the U.S. food system is on the decline, with Americans growing increasingly skeptical about the safety of what’s on their plates. This shift, influenced by a series of high-profile food safety incidents as well as evolving consumer priorities, is a pivotal moment for food manufacturers and foodservice operators. By understanding the reasons behind growing distrust and taking steps to reassure the public, manufacturers can reinforce their partnerships with foodservice operators amidst a wave of uncertainty.

Consumer Food Safety Sentiment: What the Data Tells Us

Gallup recently found that only 57% of adults trust the government to ensure food safety, down significantly from 68% in 2019.

According to the latest findings from the 2024 Food Health Survey by the International Food Information Council (IFIC), just 62% of Americans feel the U.S. food supply is safe, a drop from 70% in 2023 and 78% back in 2012. Some groups, including Millennials and Hispanic Americans, report sharper declines, with trust down by 14% and 12%, respectively. Today’s consumers are particularly sensitive to potential risks around carcinogens, foodborne illnesses and pesticides, factors that heavily influence their dining decisions and purchasing behaviors.

Why the Growing Distrust in Food Safety?

Several factors have brought consumer confidence in food safety to a tipping point. When incidents like the Boar’s Head listeria outbreak, which led to multiple hospitalizations, or recent E. coli cases tied to McDonald’s Quarter Pounders make headlines, they remind the public that there are real risks involved with every bite they take. These events expose gaps in food safety measures and have people wondering who’s really looking out for them.

Layered onto this is a broader sense of institutional distrust that has picked up since the pandemic, negatively impacting perceptions of agencies like the FDA and USDA. This “trust gap” ripples through the food industry, affecting how consumers view not just regulatory bodies but also the manufacturers and foodservice operations that bring food to their tables.

Building Trust: Food Manufacturer and Foodservice Operator Collaboration

Food manufacturers who partner with foodservice operators have a unique opportunity to address consumer concerns with transparency and thoughtful engagement. Explore three ways to connect meaningfully with operators and ultimately reassure the public:

1. 1. Create Safety-Focused Marketing Campaigns. To build trust and demonstrate commitment to food safety, manufacturers can develop marketing programs that highlight their standards and processes. This could involve creating content that outlines the brand's quality assurance protocols, testing procedures and supplier partnerships that prioritize safety. Consider webinars or short videos that offer a behind-the-scenes look, showcasing expertise and the care that goes into every product.
   2. Collaborate on Co-Branding and Transparency Initiatives. Joining forces with foodservice clients—whether restaurant chains, college dining halls or other partners—offers a powerful way to amplify safety messaging. Highlighting shared values, such as transparency and a commitment to quality ingredients, across social media or via in-store signage or digital displays reassures operators and consumers alike.
   3. Build Loyalty Through Customer Engagement Programs. Fostering a genuine connection with foodservice operators builds a foundation of trust that goes beyond the transactional. Regular updates, whether through newsletters or live Q&A sessions, create opportunities to address concerns directly and provide product insights. Personalized communications, from announcing recent safety improvements to offering one-on-one support, help reinforce that food safety is more than just a checklist—it’s a shared priority.

The Future of Food Safety

Although today’s environment comes with real challenges, it also provides a unique opening for food manufacturers to show what sets them apart. By focusing on thoughtful, safety-focused communication, co-branding initiatives, and engaging customer relationships, manufacturers can support their foodservice partners in meaningful ways. Together, they can rebuild public trust and pave the way for a safer, more resilient food system that genuinely meets consumers’ needs.

As experts in food industry strategy and communication, we’re here to help you build trust-driven campaigns that resonate with today’s consumers and strengthen your impact. Let’s connect to develop solutions that differentiate your brand.

SOURCES:

• IFIC Food Health Survey 2024
• Americans Are Losing Faith in Food Safety. Is the System to Blame? Washington Post, October 2024