People are bombarded with messages from all kinds of media about what is good for them and what is not. They often lack detailed consumer knowledge and base their beliefs on perceptions rather than facts. And thanks to global scandals around big brands and the overuse of claims and labels, they do not know who or what to trust.
We asked more than 11.000 consumers to talk about the future of food and their expectations for 2025. The results have been summarized into four key observations, and over the coming three months we’ll look in detail at the third of these, which we have called Lost in Translation.
Professor Massimiliano Bruni, head of the Food & Beverage Knowledge Centre at the SDA Bocconi School of Management in Milan, explains what we mean by Lost in Translation, and emphasizes the importance of providing consumers with correct information.
To read the rest of the story, please go to: Puratos Taste Tomorrow
