Canadians like farmers but are confused by food system

Fewer Canadians are concerned about pesticides, genetic engineering and other specific food subjects. But they are worried about the overall sustainability and affordability of Canada’s food system.

The conclusion comes from the latest Public Trust Research Report from the Canadian Centre for Food Integrity (CCFI). Along with widespread feelings of information overload, the report details how the intricacies of food and farming are being overshadowed by a focus on “big picture” topics.

Why it matters: Canadians are increasingly focused on big questions about the environmental and social longevity of the food system. Contradictory information and worries about profit-driven systems are sowing confusion on who and what can be trusted. 

The report says a majority of respondents think agriculture is not headed in the right direction due to a perception that it is entirely profit driven. Canadians fear that the only priority is profit, and are frustrated by a lack of transparency, says the report.

Food affordability continues to be the most prominent issue and fear of a profit driven system is supporting these concerns.

Sustainability and environmental concerns have made the top five list of life issues for the first time since CCFI has been reporting on consumer trust. This data, says the report, demonstrates Canadians’ desire for a sustainable food system and a recognition of the influence environment has on consumers’ everyday lives.

While fewer participants listed Canada’s food system as “headed in the right direction,” the report says much of the shift resulted from a higher rate of “don’t know” responses as opposed to those solidly affirming negative feelings. 

“The sheer amount of information available at our fingertips is unfathomable, whether that be credible facts and research or complete misinformation, and Canadians struggle to decipher which is which,” said the report.

“Respondents do not feel they can confidently say that the food system is moving in the right or wrong direction because they simply don’t know what information to trust… Although there are numerous credible sources available for information about the food system, the information doesn’t appear transparent due to the vast amount of conflicting misinformation.”

The impact of the pandemic also appears to have been overstated. 

“The vast majority of respondents indicated they did not feel it was more difficult to get the food they wanted since the pandemic, with some even indicating it was easier,” the report said.

“This is a win for the food system, but it also reflects that, although the global pandemic has greatly affected each and every Canadian, public trust in the food system has not been altered.”

As in previous years, the Canadian public remains largely trusting of farmers themselves, and want to hear from farmers about a variety of subjects – how food is produced, their own food fears, “and everything in between.” 

What do people picture when they imagine a farmer? The terms “weathered,” “simple,” and “man” were among the top responses, representing commonly shared imagery. However, the data indicates respondents do not feel this is representative of the farming community today and an increase in diversity is necessary.

The 2021 report was compiled using qualitative and quantitative data (focus group and general surveys) as well as public trust research from external sources such as the Government of Saskatchewan and the B.C. Agricultural Council.