2015 Edelman Food Trust Germany

1
THIS
EXIT
MARKET
July 2015
Focus: Germany

2
• 500 respondents in U.S. and China, and 200 in other countries
• Ages 25-64
• College-educated
• In top 25% of household income per age group in
each country
• Report significant media consumption and engagement
in business news and public policy
• 15 years of data
General Online Population
• 1,000 respondents per country surveyed
• Ages 18+
• 4 years in 25+ markets
Online Survey in 27 Countries
• 33,000 respondents
Informed Public
• 15,000 responders
• General and influencer consumer
populations who report at least a
minimal level of engagement* with
brands
• 12 countries: Australia, Brazil,
Canada, China, France, Germany,
India, Japan, Mexico, Netherlands,
UK, US
• 199 multi-national brands, plus
approximately 15 brands per
country
• Across 11 industry sectors,
including food, beverage and
spirits
*To participate in the survey, respondents had to report
participating in a minimum of one brand engaging activity in
the last 12 months. Brand engaging activities might include
things like visiting a brand website, attending a brand
sponsored event, following a brand on Twitter, wearing
branded clothing, etc.
Online Survey in 27 Countries
EDELMAN’S 15th Annual
TRUST BAROMETER METHODOLOGY

3
63
76
70
66
63
51
42 43
79
70 69
64
61
65
60 59
48
43
62
77
73
71
64
57
51
45
78
68 68
62 61
59 59
55
45
40
50%
2014 2015
TRUST DECLINES IN 70% OF COUNTRIES General
Population
PERCENT TRUST IN FOOD & BEVERAGE SECTOR, 2014 VS. 2015
GLOBALLY, INCREASED TRUST IN 8 COUNTRIES; DECREASED TRUST IN 19
+6 +9+5 -6
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a
9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”.; Q43-60. [TRACKING]
Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale
where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population
in 27-country global total and across 27 countries

4
HOWEVER, FOOD & BEVERAGE IS TRUSTED
SIGNIFICANTLY MORE THAN BUSINESS IN ALL
MARKETS
62
68
73
60
68
48
65
55
57
61
63
51
43
45
71
77
79
62
48
51
59
36
44
46
57
42
30
36
48
36
32
37
56
65
68
58
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a
9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”.; Q43-60. [TRACKING]
Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point
scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General
Population in 27-country global total and across 27 countries
General
Population
PERCENT TRUST FOOD & BEVERAGE INDUSTRY BUSINESS

5
50%
62%
76%
68%
64% 63% 62%
59% 57% 55% 54%
50% 48% 48%
33%
TRUST IN INDUSTRY VS. BLINDED COMPANIES
INDUSTRY TRUST
DOESN’T TRANSLATE TO COMPANY TRUST
General
Population
Just because the industry is trusted
overall doesn’t mean companies
within the industry will be trusted
Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the
same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust)
General Population, 27-country global total. Q65-73; 210a-213a. [TRACKING] Below is a list of companies. Please indicate how much you trust
each company or organization to do what is right, using the same 9-point scale where one means that you “do not trust them at all” and nine means
that you “trust them a great deal” to do what is right. (Top 4 Box, Trust) General Population, 27-country global total.

6
PERCENT WITH VARIOUS LEVELS OF TRUST IN EACH INDUSTRY SUB-SECTOR
General
Population
SWING TRUSTERS – A MOVABLE MIDDLE
OPPORTUNITY FOR THE FOOD & BEVERAGE
INDUSTRY
11% 11% 11% 21% 8%
8%
25% 27% 28%
30%
24%
22%
39%
41% 40%
32%
40%
41%
24%
19% 19%
15%
23%
26%
Distrusters (1-3)
Neutral (4,5)
Weak Trusters (6,7)
High Trusters (8,9)
Food &
Beverage
Industry
Food &
Beverage
Retailers
Food &
Beverage
Manufacturers
Fast Food
Restaurants
Agribusiness Farming &
Fishery
Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of
the following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine
means that you "trust them a great deal". General Population, 27-country global total.

7
PERCENT WITH VARIOUS LEVELS OF TRUST IN EACH INDUSTRY SUB-SECTOR
General
Population
SWING TRUSTERS – A MOVABLE MIDDLE
OPPORTUNITY FOR THE FOOD & BEVERAGE
INDUSTRY
11% 11% 11% 21% 8%
8%
25% 27% 28%
30%
24%
22%
39%
41% 40%
32%
40%
41%
24%
19% 19%
15%
23%
26%
Distrusters (1-3)
Neutral (4,5)
Weak Trusters (6,7)
High Trusters (8,9)
Food &
Beverage
Industry
Food &
Beverage
Retailers
Food &
Beverage
Manufacturers
Fast Food
Restaurants
Agribusiness Farming &
Fishery
Swing Trusters
64% 68% 68% 62% 64% 63%
Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of
the following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine
means that you "trust them a great deal". General Population, 27-country global total.

8
General
Population
PERCENT TRUST IN FARMING & FISHERY
FARMING & FISHERY ENJOYS HIGHEST TRUST OF
ALL SUB-SECTORS
26
36 36
21
25 26
14
21 21
23
18 18
21
32
35
39
41
24
41
34
37
41
44
41
55
42
39
42
45
41
30
38
39 36 35
45
22
22
17
24
19
23 20 27
26
23 26
24
29
18
18
14
16 22
8
7
7
11 8
9
7
9
10
10 9
13 17 9
7
7 3
6
High Trusters Weak Trusters Neutral Distrusters
Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust
businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you
"do not trust them at all" and nine means that you "trust them a great deal". General Population, 27-country global total.
Could higher scores indicate opportunity
for industry to engage in new ways?

9
General
Population
PERCENT TRUST IN FARMING & FISHERY
FARMING & FISHERY ENJOYS HIGHEST TRUST OF
ALL SUB-SECTORS
Swing
Trusters
65
63
56
54
65
63
64 75
69
65
71
65
59
57
56
51
67
50

10
General
Population
PERCENT TRUST IN FOOD & BEVERAGE MANUFACTURERS
A LOOK AT THE FOOD & BEVERAGE
MANUFACTURING
SUB-SECTOR INDICATES A SIMILAR OPPORTUNITY
19
25
33
14
19
11
9
16
11
16
12 13
11
19
26
31
37
17
40
39
37
38
45
37
52
40
38
44 47
29
23
37
41
39
38
41
28 22
20
29
26
32
25
32
32
25 27
35
32
27
26
18
17
27
11 13 9
18
8 18 11
11 17 13 12 20
33 17 6 10 5
14

11
General
Population
PERCENT TRUST IN FOOD & BEVERAGE MANUFACTURERS
A LOOK AT THE FOOD & BEVERAGE
MANUFACTURING
SUB-SECTOR INDICATES A SIMILAR OPPORTUNITY
Swing
Trusters
68 61
57
67
71
69
77
72
70
69 74
64
55
74
67
57
55
68

12
General
Population
PERCENT TRUST IN FOOD & BEVERAGE RETAILERS
FOOD & BEVERAGE RETAILING ENJOYS HIGHEST
PERCENTAGES OF SWING TRUSTERS
19
26
28
15
20
14 15 15
11
21
15
13
11
17
24
30
39
17
41
38 37
37
45
37
57
42
39
42
46
35
21
35
43 38
39
45
27
25 24
30
25
35
20
33
29
26
26
32
36
29
27
20
15
24
11 9 10
15
8 12 5
10
18 9 11 18 30
19 5
8
5 12

13
General
Population
PERCENT TRUST IN FOOD & BEVERAGE RETAILERS
FOOD & BEVERAGE RETAILING ENJOYS HIGHEST
PERCENTAGES OF SWING TRUSTERS
Swing
Trusters
54
68
63
61
67
70 7268
77
72
75
64
58
67
57
68
70
69

14
General
Population
PERCENT TRUST IN FAST FOOD RESTAURANTS
15
18
26
8
12
8
6 7 8 9
10 9
4
12
17
27
38
15
32
35
33
24
33
24
40
26
28 27
33
17
15
25
34
34
34
40
30
29 24
34
31
34
33
36
35 34
30
33
32
29
32
20
20
30
21 16 16
33
22 32 19
31 28 29 26 40 48 32
17
16 6 13
FAST FOOD EXPERIENCES LEAST TRUST, BUT
STILL RETAINS OPPORTUNITIES WITH SWING
TRUSTERS
Nominal gap between low trust and neutrals and
highest distrust creates call-to-action for QSRs

15
General
Population
PERCENT TRUST IN FAST FOOD RESTAURANTS
FAST FOOD EXPERIENCES LEAST TRUST, BUT
STILL RETAINS OPPORTUNITIES WITH SWING
TRUSTERS
Swing
Trusters
54
62
64
57
58
64
58
73
62
63
6163
50
47
66
54
54
70
Nominal gap between low trust and neutrals and
highest distrust creates call-to-action for QSRs

16
General
Population
PERCENT TRUST IN AGRIBUSINESS
DESPITE GMO DATA, AGRIBUSINESS ENJOYS A
SURPRISING NUMBER OF SWING TRUSTERS
23
25
34
16 16
24
13 14
11
19
30
20 19
28
30
36
46
27
40
28
37
39
34
37
54
41
42
40
44
40
25
37
38
36
32
43
24
25
19
26
25
25
22
29
28
26
20
25
32
21
22
15
15
21
8
12
7
11
9
8
8
11
19
11
6
13 23
11 6
7 2
7

17
General
Population
PERCENT TRUST IN AGRIBUSINESS
DESPITE GMO DATA, AGRIBUSINESS ENJOYS A
SURPRISING NUMBER OF SWING TRUSTERS
Swing
Trusters
58
64
53
56
65
59
62
76
7070
66
64
65
57
60
51
47
64

18
50%
69
83
80 78 76 75 74 72
68 67 66 64 64 63 62 62 60
56
General
Population
Want More Industry Involvement Want Less Involvement
Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how much you agree or disagree with the following statements? General Population,
27-country global total. General Population, 27-country global total and across 27 countries.
PEOPLE WANT MORE INDUSTRY INVOLVEMENT
PERCENT WHO AGREE INDUSTRY SHOULD BE MORE INVOLVED
Broad global agreement that the
industry should have a say in
their country’s nutrition policy…

19
50%
51
85
70
66
54 54 53 52 52 51
49
45 45 44
42 41 41
12
3
6
5
14
12
9
18
14
10
15
17
9
12
26
17
11
PERCENT WHO AGREE
…HOWEVER, PEOPLE FEEL STRONGLY THAT THE
INDUSTRY IS NOT REGULATED ENOUGH
General
Population
Not Enough Regulation Too Much Regulation
Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much,
not enough or the right amount? General Population, 27-country global total and across 27 countries.

21
Trusted CompaniesDistrusted Companies
Refused to buy products/services Chose to buy products/services-63% 80%
Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68%
Paid more for products/services 54%
Shared negative
opinions online
Shared positive opinions online-37% 48%
Defended company 40%
Sold
shares
Bought shares-18% 28%
Informed
Public
TRUST IN INNOVATION MATTERS
BEHAVIOR BASED ON TRUST
The double ROI for the Food &
Beverage industry
Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies
that you trust? Please answer yes or no to each action. Informed Publics, 27-country global total. Q377-380. Still
thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not
trust? Please answer yes or no to each action. Informed Publics, 27-country global total.

22
Informed
Public
#1
most trusted
media source:
ONLINE SEARCH
ENGINES
#1
most trusted
content creators:
FRIENDS AND
FAMILY
Actions directly related to trust
are linked to where people get
their information
TRUST IN INNOVATION MATTERS
BEHAVIOR BASED ON TRUST
Trusted CompaniesDistrusted Companies
Refused to buy products/services Chose to buy products/services-63% 80%
Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68%
Paid more for products/services 54%
Shared negative
opinions online
Shared positive opinions online-37% 48%
Defended company 40%
Sold
shares
Bought shares-18% 28%
Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies
that you trust? Please answer yes or no to each action. Informed Publics, 27-country global total. Q377-380. Still
thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not
trust? Please answer yes or no to each action. Informed Publics, 27-country global total.

23
16 KEY ATTRIBUTES
TO BUILDING TRUST
INTEGRITY
Has ethical business practices
Takes responsible actions to address an issue or crisis
Has transparent and open business practices
ENGAGEMENT
Listens to customer needs and feedback
Treats employees well
Places customers ahead of profits
Communicates frequently and honestly on the state of its business
PRODUCTS & SERVICES
Offers high-quality products or services
Is an innovator of new products, services or ideas
PURPOSE
Works to protect and improve the environment
Addresses society’s needs in its everyday business
Creates programs that positively impact the local community
Partners with NGOs, government and 3rd parties to address societal
needs
OPERATIONS
Has highly-regarded and widely-admired top leadership
Ranks on a global list of top companies
Delivers consistent financial returns to investors
Edelman Trust Barometer
research reveals 16 specific
attributes that build trust.
These can be grouped into five
performance clusters listed here
in rank order of importance.
Q80-Q95. [TRACKING] How important is each of the following actions to building your trust in a company? Use a nine-point scale
where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your
trust” in a company. (Top 2 Box, Very/Extremely Important) Informed Public, 27-country global total.

24
STATED IMPORTANCE VS. STATED PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL
ENGAGEMENT AND INTEGRITY:
PRIORITY AREAS FOR COMPANIES TO BUILD
TRUST
TRUST-BUILDING OPPORTUNITY QUADRANT
UNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES
UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES
ENGAGEMENT
INTEGRITY
OPERATIONS
PRODUCTS & SERVICES
StatedImportance
Stated Performance
PURPOSE
Informed
Public
Q80-Q95. [TRACKING] How important is each of the following actions to building your trust in a company? Use a nine-point scale where one means
that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box,
Very/Extremely Important) Informed Public, 27-country global total. Q114-129. Please rate businesses in general on how well you think they are
performing on each of the following attributes. Use a nine-point scale, where one means they are "performing extremely poorly" and nine means they
are "performing extremely well." (Top 2 Box, Performing Extremely Well) Informed Public, 27-country global total.

25
RATIONAL
EMOTIONAL
SOCIETAL
92% WANT TO DO BUSINESS WITH COMPANIES THAT SHARE THEIR VALUES
MEETING PEOPLE’S THREE NEEDS STATES
COMPOUNDS BENEFIT TO BRANDS
RATIONAL
EMOTIONAL
SOCIETAL
Recommend
Share Brand
Content
Share Personal
Info
Defend
Purchase
12%
12%
11%
10%
8%
Meeting people’s three needs states
compounds benefit to brands.

26
BUILDING AND DEFENDING TRUST: CLEAR
PERSONAL AND SOCIETAL BENEFITS ARE KEY
53% 39% 32%
Fails to Contribute
to the Greater Good
Lacks Economic
Growth
Does Not Help Me
and My Family Live
a Fulfilling Life
57% 51% 47%
Produces
Economic Growth
Allows Me to Be a
Productive
Member of Society
Contributes to
Greater Good
Reasons Trust in
Business Has Increased
Informed
Public
Reasons Trust in
Business Has Decreased
47% 53%
81%
agree
“A company can take specific actions that
both increase profits and improve the
economic and social conditions in the
community where it operates.”
Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top 4 Box, Trust)
Informed Publics, in [INSERT COUNTRY] and Q330-331. For which of the following reasons, if any, has your trust in each institution listed below
decreased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY].
Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, 27-country global
total.

27
IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE FOOD &
BEVERAGE INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS
WHAT BEHAVIORS BUILD TRUST?
Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-point scale where one means that action is
“not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Trust) General
Population, 27-country global total. Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors
listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”.
General Population, 27-country global total and across 27 countries .
General
Population
Gap
Importance of Behavior
vs.
Industry Performance
-19
-26
-23
-14
-21
-25
-18
-16
-1849%
56%
56%
53%
57%
65%
57%
58%
65%
67%
72%
74%
78%
78%
79%
80%
84%
84%
Makes me feel connected to something bigger
Develops intellectual property
Supports local charities and good causes
Is transparent in reporting progress on company's
social responsibilities
Embraces sustainable business practices
Makes my life easier
Keeps me and my family safe
Protects customer data
Ensures quality control
Importance of Behavior in Building Trust in a Company
Food & Beverage Industry

28
Make test results available publicly for review 80%
Partner with an academic institutions 75%
Run a pilot or beta tests 71%
Partner with an NGOs 63%
Partner with governments 55%
Informed
Public
TRUST IN INNOVATION: TRANSPARENCY AND
3RD-PARTY VALIDATION ARE ESSENTIAL
ACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES
55% AGREE:
New developments
are not tested
enough
Q365-369. Below are a number of actions that could impact your trust in business and industry to develop and implement technology-led
changes such as those you just evaluated. What impact would each of these actions have on your trust? Informed Publics, in [INSERT
COUNTRY]. Q349-351. Below are a number of statements. For each, please think about the pace of development and change in
business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too much) Informed
Publics, in [INSERT COUNTRY].

29
THE NEW FORMULA FOR BUILDING TRUST
IN THE FOOD & BEVERAGE SECTOR
Discovery
Discovery isn’t just
about new products.
It’s the development of
technologies that
advance sustainable
storage, distribution,
purchase and
consumption. It’s the
understanding human
interaction with
ingredients and
products. It’s about
deepening our
knowledge of the food
ecosystem, and how it
is impacted by R&D,
energy conservation
and natural resource
use.
= (D
Benefit
It’s essential that the
industry communicate
the value and benefits
of its products. From
the seeds that are
placed in the ground,
to the technology
used to develop,
package, store and
distribute products,
the industry must
engage around the
rational. emotional and
societal benefits it
brings to the table.
B+
Integrity
What’s in it and how
was it grown, raised or
harvested? Consumers
and informed publics
need to feel confidant
that those involved in
every aspect of the food
and beverage products
they consume are open
and honest about
every ingredient
involved in production
and distribution. They’re
also concerned about
ethical business
practices, which includes
how the industry
interacts with its
employees,
communities and the
planet.
I)+ E Engagement
Engagement is the
multiplier factor. It’s
engaging with
stakeholders
throughout the supply
chain and building
partnerships of mutual
benefit to co-create and
collaborate around
solutions. How industry
players engage is
essential not only to
building trust, but
ultimately to building
market share.
TTrust
Building Trust in today’s
transformative food &
beverage environment
requires three core
ingredients:
• Driving innovation
(products and processes)
that meet not only
individual and business
needs, but also societal
needs;
• Rational. emotional and
societal benefits are
needed; and
• Transparency and
ethical business
practices, including
treating employees well.

30
THREE ACTIONS THE FOOD & BEVERAGE INDUSTRY
CAN TAKE TO BUILD TRUST
BehaveSolve Engage
We must engage with new rigor and self-
awareness. We must show commitment
to robust relationships and partnerships,
transparency and consistency in
reporting, active listening to
stakeholders’, and a willingness to help
all stakeholders, including consumers,
understand what’s in our products and
how they are grown, harvested,
produced, distributed ad brought to
market. Ultimately this is an action of
leadership, culture and conduct.
We must apply our unparalleled
perspective and skill to solving the world’s
toughest problems. Shifting demographics,
the environment, nutrition security and
global connectivity place unprecedented
pressure on our global food supply. They
also provide an opportunity, for the food &
beverage industry to bring new ideas and
products to market that yield benefit, while
ensuring the connection between new
developments and societal benefits like
nutrition security, energy conservation and
environmental protection.
With those issues comes the opportunity to
explore innovative products and services
that are more than profit-drivers. They also
can be about solutions to larger community,
national, regional and global issues.
We must adopt a new framework, rooted
in facilitating two-way dialogue, sharing
information and fostering collaboration
amongst all stakeholders in the food &
beverage arena. Because developments
and products do not speak for themselves,
our companies and brands must actively
engage a broad range of stakeholders to
facilitate greater understanding through
stories that reach and touch audiences.
We must also explain product and brand
attributes, explaining the technology
behind R&D. We also have to
communicate how we bring new products
and practices to market. We need to invite
stakeholders in and let them immerse
themselves in our companies and brands.
And we should actively engage in
partnerships, encourage feedback, listen
to others’ feedback.

2015 Edelman Food Trust Germany

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2015 Edelman Food Trust Germany

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