Flavor and Wellness

Brand Trust

4 articles

Diverse hands selecting fresh produce at a sunlit farmer's market, representing ethical sourcing and consumer choice.
Brands

What are ethical sourcing principles in the food industry?

Despite consumers' strong pro-ethical attitudes, a significant 'attitude-behavior gap' persists in ethical food consumption, according to PMC .

Daniel Moretti·September 13, 2026
Diverse customers happily engaging with wellness products, showcasing trust and loyalty towards a wellness brand.
Brands

Building Trust and Loyalty for Wellness Brands

In the competitive wellness market, customer satisfaction and trust are not just buzzwords; they are the strongest predictors of whether a customer will return, outweighing even the initial brand expe

Daniel Moretti·August 18, 2026
Consumer choosing sustainable products while facing increased scrutiny over brand greenwashing claims.
Brands

Consumers Willing to Pay More For Sustainable Brands

Global legal complaints about greenwashing have risen by 21% in the past year, casting a long shadow over brand claims of environmental responsibility.

Isabella Cortez·August 16, 2026
Split image showing a CPG advertising campaign focused on value contrasted with a skeptical consumer, highlighting the risk of a trust deficit.
Brands

CPG brands boost ad reach, but risk trust deficit

Nearly half of global consumers are now 'value seekers,' forcing CPG brands to fundamentally rethink their strategies for growth and loyalty.

Daniel Moretti·June 15, 2026