2014EDELMAN TRUST BAROMETERFOOD AND BEVERAGE INDUSTRY RESULTS

EDELMAN'S 14TH ANNUAL SURVEY, LARGEST GLOBAL EXPLORATION OF TRUST

2

ONLINE SURVEY IN 27 COUNTRIES• 33,000+

respondents• 6 years in 20+

markets • 9 years in 10+

markets GENERAL POPULATION• 1000 respondents

per country surveyed

• Ages 18+• 3 years of data

INFORMED PUBLICS

• 500 respondents in U.S. and China & 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

• 14 years of data

FOOD AND BEVERAGE INDUSTRY

Comparison Trust in Industries Trust in FOOD AND BEVERAGE Industry SectorTrust in the FOOD AND BEVERAGE Industry Over TimeTrust in the FOOD AND BEVERAGE Industry by RegionTrust in the FOOD AND BEVERAGE Industry by Country

Industry Global Bird’s Eye View

Trust in the FOOD AND BEVERAGE Industry (2013 vs. 2014)Trust in the FOOD AND BEVERAGE Industry & Trust in BusinessTrust in the FOOD AND BEVERAGE Industry vs. Trust Companies

Trusters and Distrusters

FOOD AND BEVERAGE Industry Trusters vs. DistrustersCredible SpokespeopleTrusted Sources of Information

Trust Building Business Trust Attributes 2014 FOOD AND BEVERAGE Industry Trust Attributes

3

ONE | The State of Trust

TRUST IN INDUSTRIES, 2013 VS. 2014

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) Informed Publics, 20-country global total.5

20142013 2013 VS. 2014

Technology

Consumer electronics manufacturing

Automotive

Food and beverage

Consumer packaged goods

Entertainment

Brewing and spirits

Telecommunications

Consumer health companies

Energy

Pharmaceuticals

Chemicals

Media

Banks

Financial services

79%75%

70%66%65%65%64%63%

60%59%59%

55%51%51%50%

+2+2+1000

+2+1+10

+1-1-2+10

Technology

Consumer electronics manufacturing

Automotive

Food and beverage

Consumer packaged goods

Entertainment

Brewing and spirits

Telecommunications

Consumer health companies

Energy

Pharmaceuticals

Chemicals

Media

Banks

Financial services

77%73%

69%66%65%65%

62%62%

59%59%58%56%

53%50%50%

6

63% 62% 62% 61%

47%

TRUST IN FOOD AND BEVERAGE INDUSTRY – GLOBAL

Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the FOOD AND BEVERAGE 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 in 27 -country global total

7

50%

62%

74% 73% 73% 73% 72% 69% 69% 69% 68% 68% 68% 68% 67% 66% 65% 64% 64% 63% 60%56%

52% 51% 49% 49% 47% 45%

31%

TRUST IN FOOD & BEVERAGE SECTORS – FOOD AND BEVERAGE RETAILERS

Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the FOOD AND BEVERAGE RETAILERS 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 in 27-country global total and across 27 countries

8

50%

62%

78% 76% 73% 73% 73% 73% 71% 69% 69% 67% 67% 67% 67% 67% 66% 66% 64% 62% 61%56% 53%

49% 48% 45%39% 36%

32%

TRUST IN FOOD & BEVERAGE SECTORS – FOOD SERVICE

Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the FOOD SERVICE 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 in 26 -country global total and across 27 countries

9

50%

61%

77% 74% 74% 74% 71% 69% 69% 68% 68% 67% 66% 66% 65% 65% 64% 64% 61% 61% 59%54%

50% 49% 48% 47% 46%

36% 34%

TRUST IN FOOD & BEVERAGE SECTORS – FOOD AND BEVERAGE MANUFACTURERS

Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the FOOD AND BEVERAGE MANUFACTURERS 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 in 26 -country global total and across 27 countries

10

50% 47%

68% 68% 66% 65% 64% 64% 63%58% 58% 56% 55%

51% 48% 48% 47% 46% 45% 42% 39% 37%33% 32% 32% 30% 27%

18% 17%

TRUST IN FOOD & BEVERAGE SECTORS – FAST FOOD RESTAURANTS

Q61C-64C. [SPLIT SAMPLE] Now thinking about specific sectors within the FAST FOOD RESTAURANTS 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 in 27-country global total and across 27 countries

2009 2010 2011 2012 2013 20140%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

56%61% 64% 64% 66% 66%

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) Informed Publics in 20-country global total

TRUST IN FOOD AND BEVERAGE INDUSTRY - GLOBAL

11

12

GLOBAL Latin America North America APAC BRIC EU

63%

73%69% 67% 64%

58%

TRUST IN FOOD AND BEVERAGE INDUSTRY – BY REGION

Q43-60. FOOD AND BEVERAGE 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 APAC, BRIC, Latin America, North America and EU region

13

63%

79%76% 76% 75% 74% 72% 70% 70% 70% 69% 69% 69% 68% 66% 65% 64% 63% 61% 60% 59%56%

52% 51% 48%43% 43% 42%

Latin AmericaAPAC North America EMEA

TRUST IN FOOD AND BEVERAGE INDUSTRY – 27 MARKET OVERVIEW

Q43-60. FOOD AND BEVERAGE 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

14

2013 VS. 2014 TRUST IN FOOD AND BEVERAGE INDUSTRY – 27 MARKET OVERVIEW

2013 2014

63%

76%81%

72% 71% 73% 73% 73%69% 68%

76%

66% 64% 63%

0%

64% 60% 59% 61%55% 56%

64%

54% 51%

41% 39%44%

64%

79%76% 76% 75% 74%

72%70% 70% 70% 69% 69% 69% 68% 66% 65% 64% 63% 61%60% 59%56%

52% 51%48%

43% 43% 42%

Q43-60. FOOD AND BEVERAGE 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

15

49%TRUST IN BUSINESS

63%TRUST IN THE

FOOD AND BEVERAGE INDUSTRY

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

TRUST IN FOOD AND BEVERAGE INDUSTRY VS. TRUST IN BUSINESS - GLOBAL

0%10%20%30%40%50%60%70%80%90%

100% FOOD AND BEVER-AGE In-dustry Trust (63%)

16

TRUST IN FOOD AND BEVERAGE INDUSTRY VS. BUSINESS IN GENERAL – 27 MARKET OVERVIEW

63%

79%76% 76% 75% 74%

72%70% 70% 70% 69% 69% 69% 68%

66% 65% 64% 63%61% 60% 59%

56%52% 51%

48%

43% 43% 42%

49%

63%65%

62%60%

68%

54%57%

45%41%

62%

55%

48% 49%

55% 56%

64%

49%

34%

41% 41%45%

32%

26%

43%

38%

33% 33%

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

FOOD AND BEVERAGE IndustryBusiness

17 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

TRUST IN FOOD AND BEVERAGE INDUSTRY VS. BLINDED COMPANIES – GLOBAL

78%

69% 67%64% 64% 63% 61% 59%

55% 55%52%

49% 48%

32%

18

63%

79%76%76%75%74%72%70%70%70%69%69%69%68%66%65%64%63%61%60%59%56%52%51%48%

43%43%42%

18%

10%12%11% 8% 11%13%15%14%12%14%14%9% 12%14%

19%17%20%19%21%22%15%

23%25%31%

37%37%35%

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 and Bottom 4 Box, Distrust) General Population in 27-country global total and across 27 countries

TRUST IN FOOD & BEVERAGE INDUSTRY VS. DISTRUST IN FOOD & BEVERAGE INDUSTRY

TRUSTERS IN FOOD AND BEVERAGE INDUSTRYDISTRUSTERS IN FOOD AND BEVERAGE INDUSTRY

ONLINE SEARCH ENGINES

TRADITIONAL MEDIA

HYBRID MEDIA SOCIAL MEDIA OWNED MEDIA

72% 72%

57% 54% 54%

41%33%

26% 24%19%

Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a 9-point scale where one means that you "do not trust it at all" and nine means that you "trust it a great deal". (Top 4 Box, Trust) General Population in 27-country global total

19

TRUST IN MEDIA SOURCES – FOOD & BEVERAGE INDUSTRY TRUSTERS VS. DISTRUSTERS

TRUSTERS IN FOOD AND BEVERAGE INDUSTRYDISTRUSTERS IN FOOD AND BEVERAGE INDUSTRY

CREDIBLE SPOKESPEOPLE – FOOD & BEVERAGE INDUSTRY TRUSTERS VS. DISTRUSTERS

An academic or expert issues

Technical expert

A person like yourself

A financial or industry analyst

A regular employee

NGO representative

CEO

An entrepreneur

A company's board of directors

A government official/regulator

A blogger

72%

72%

64%

60%

56%

55%

52%

51%

50%

40%

27%

54%

53%

54%

40%

45%

42%

28%

31%

27%

23%

19%

Q130-143. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/ Extremely Credible) General Population in 26-country global total

20

TRUSTERS IN FOOD AND BEVERAGE INDUSTRYDISTRUSTERS IN FOOD AND BEVERAGE INDUSTRY

TWO | Building Trust

22

Edelman Trust Barometer research reveals 16 specific attributes which build trust.

These can be grouped into

five performance clusters listed here in rank order of importance.

DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS

HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP

RANKS ON A GLOBAL LIST OF TOP COMPANIES

OPERATIONS

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

PURPOSEIS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS

OFFERS HIGH QUALITY PRODUCTS OR SERVICES

PRODUCTS & SERVICES

TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR CRISIS

HAS TRANSPARENT AND OPEN BUSINESS PRACTICES

HAS ETHICAL BUSINESS PRACTICESINTEGRITYCOMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS BUSINESS

LISTENS TO CUSTOMER NEEDS AND FEEDBACK

TREATS EMPLOYEES WELLPLACES CUSTOMERS AHEAD OF PROFITS

ENGAGEMENT16 ATTRIBUTES KEY TO BUILDING TRUST

23

TRUST-BUILDING OPPORTUNITY QUADRANT

BUSINESS IMPORTANCE VS. BUSINESS PERFORMANCE ON 16 TRUST DRIVERS - GLOBAL

STAT

ED IM

PORT

ANCE

STATED PERFORMANCE

ENGAGEMENT

INTEGRITY

OPERATIONSPURPOSE

PRODUCTS & SERVICES

HIGH-PERFORMING ON HIGH PRIORITIES

UNDER-PERFORMING ON HIGH PRIORITIES

UNDER-PERFORMING ON LOWER EXPECTATIONS

HIGH-PERFORMING ON LOWER PRIORITIES

Now tablestakes, in 2008 Operations were much higher in importance for building trust.

ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUST

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) General Publics, 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 9-point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performing Extremely Well) General Publics, 27-country global total.

24

21%

32% 31%

24%

30%27%

50%

37%

32%

26%

34% 36%

30%

17%

27%31%

23%25%

14%

21%25% 23% 22% 21%

12%

21%

13%

19%

14% 16%

COMPANY'S CEO COMPANY'S EMPLOYEE ACTIVIST CONSUMER ACADEMICMEDIA SPOKESPERSON

MOST TRUSTED INFLUENCER TO COMMUNICATE EACH TOPIC - INFLUENCER MESSAGE MAPPING

INTEGRITY PURPOSE OPERATIONS

PRODUCTS & SERVICES

ENGAGEMENT

TOTALS

Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic, please select which person you trust MOST to provide you with credible and honest information about a company. General Publics, 27-country global total.

Global

India

UAE

Mexico

Brazil

Indon

esia

Singap

oreChin

a

Hong K

ong

Malays

ia

S. Afric

a

Austra

liaU.S

.

Argenti

na U.K.

Canad

aIta

lySpa

inJa

pan

German

y

S. Kore

a

France

Netherl

ands

Irelan

d

Russia

Poland

Sweden

Turkey

56%

76%

83%

72%

67%

47%

53%56% 57% 57% 56%

64%

29%

47%

35%

44%

83%

53%

48% 48%50%

66%

84% 84%82% 82%

80% 80%76% 75%

73%71% 71% 71% 70% 70%

68%66% 65%

60%58% 57% 57%

55%53%

51%48%

44%42%

TRUST IN FOOD AND BEVERAGE, 2009 VS. 2014

25

[INSERT HEADLINE]

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) Informed Publics, 20-country global total.

N.A.

2009 2014

N.A. N.A. N.A. N.A. N.A. N.A.

Global

Mexico

Turke

yCh

inaIre

land

Brazil

Hong K

ongRu

ssia

Spain

Italy

Malaysi

aInd

ia U.K.

Cana

da

Indon

esiaPol

and

Swede

n

Argen

tina

S. Kore

a

Austr

alia

German

y

S. Afric

aUAE

France U.S.

Netherl

...Jap

an

Singa

pore

42%

64%60%

57% 56% 55%52%

49% 49% 48% 47%43% 42% 42%

38% 38% 38%34% 33% 33% 31% 30% 29%

26% 26%23%

48%52%

71%

84%

36%

51% 53%

71%

47% 46%

56% 58%

38%

48%52%

47%45%45%

54%

34%

48% 50%

31%36%

29%

35%

29%34%

26

[INSERT HEADLINE]

Not Enough Regulation of Business Not Enough Regulation for Food and Beverage

Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. 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? (Not Enough, Too much) Informed Publics, 27-country global total.

TRUST IN FOOD AND BEVERAGE VS DESIRE FOR MORE REGULATION OF FOOD AND BEVERAGE

27

[INSERT HEADLINE]

Trust in Food and BeverageNot Enough Regulation for Food and Beverage

67%

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) Q148. [TRACKING] When it comes to government regulation of business, do you think that your government regulates business too much, not enough or the right amount? (Not Enough, Too much) Informed Publics, 27-country global total. 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? (Not Enough, Too much) Informed Publics, 27-country global total.

PAYS APPROPRIATE LEVEL OF TAX

RESPONSIBLE SUPPLY CHAIN MANAGEMENT

RESPECTS EMPLOYEE RIGHTS

PROTECTS CUSTOMER DATA

ENSURES QUALITY CONTROL IN PRODUCTS

80%

83%

85%

85%

86%

Q237-248. [SPLIT SAMPLE] How important are 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, Important in Building Trust) Informed Publics in 27-country global total.

28

TURNING ATTRIBUTES INTO ACTION: TOP RANKED POSITIVE BEHAVIORS WILL IMPACT ENGAGEMENT CLUSTERSTHE LINK BETWEEN THE TOP FIVE POSITIVE EFFECTS ON TRUST AND TRUST CLUSTERS

If companies exhibit these positive behaviors... …it will have its greatest impact in these clusters

ENGAGEMENT INTEGRITY

ENGAGEMENT INTEGRITY

ENGAGEMENT INTEGRITY

ENGAGEMENT INTEGRITY

ENGAGEMENT INTEGRITY

PURPOSE

PRODUCTS & SERVICES

PRODUCTS & SERVICES

MISREPRESENTS THE COMPANY

SUB-STANDARD WORK CONDITIONS

IRRESPONSIBLE DURING A CRISIS

FAILS TO KEEP CUSTOMER INFORMATION SECURE

UNETHICAL BUSINESS PRACTICES

79%

79%

80%

80%

81%

Q226-236. [SPLIT SAMPLE] Please indicate whether each of the below actions would impact your trust in a company using a 9-point scale, where one means that action has "no impact on your trust in a company" and nine means it "has a significant negative impact on your trust in a company. " You can use any number from one to nine, the higher the number the more that action would have a negative impact on your trust in a company. (Top 4 Box, Negative Impact on Trust) Informed Publics in 27 -country global total.

29

NEGATIVE BEHAVIORS ARE MOST LIKELY TO AFFECT PERCEPTIONS OF HAVING AN ETHICAL BUSINESS PRACTICETHE LINK BETWEEN THE TOP FIVE NEGATIVE EFFECTS ON TRUST AND TRUST ACTIONS

ENGAGEMENT INTEGRITY

ENGAGEMENT INTEGRITY

ENGAGEMENT INTEGRITY

INTEGRITY

INTEGRITY

…it will have its greatest impact in these clustersIf companies exhibit these negative behaviors...

A NEW TRUST ENVIRONMENT

30

84% believe a company can take specific actions that both increase profits and improve the economic and social conditions in the communities where it operates.

Operations and CSR programs are now tablestakes. Business must focus on Engagement and Integrity to build trust.

CEO must become Chief Engagement Officer

There has been a significant change in the trust environment since 2009. Business must now lead the debate for change.People trust business to innovate, unite and deliver across borders in a way that government can’t. This trust comes with the expectation and responsibility to maintain it.

WE NEED TO EVOLVE…

MacroMicro

Shared Value(s)Transactional

Societal ExpectationsLegal Requirements

How and WhyWhat

to includeFrom only

BUSINESS TO LEAD THE DEBATE FOR CHANGE

32

EvaluateEstablish transparent metrics. Report frequently. Acknowledge performance and amend as needed.

AdvocateOffer a clearly articulated strategy that delivers context. Engage and enable to amplify. Create mass movement.

Participate Partner, listen and build relationships to inform strategy.

On the cover, from top left: Japanese Prime Minister Shinzo Abe: REUTERS/Toru Hanai; Malala Yousefzai: REUTERS/Darren Staples; Brazilian Oil and Gas Magnate Eike Batista: REUTERS/Fred Prouser; Anti-Government Protests in Turkey: REUTERS/Murad Sezer; Lord Justice Leveson, chair of The Leveson Inquiry: REUTERS/Stefan Wermuth; Hong Kong Protests in Favor of Edward Snowden: REUTERS/Bobby Yip; U.S. Government Shutdown: REUTERS/Mike Theiler