The food industry is in the midst of revolutionary change. Changing demographics, socioeconomic shifts and digital connectivity are forcing the industry to adapt and evolve. One of the most pervasive shifts is around transparency. Consumers are seeking transparency in all areas of their lives, driven by an inherent distrust in large institutions. This distrust has been accelerated by digital connectivity where information and debate are available in one click.
For the food industry this translates into consumers’ desire to know what’s in the food they buy, where it is made and how the food is produced. A new generation of consumers is seeking food that better aligns with their values, and is authentic, natural and wholesome. And, they expect a level of transparency at each step of the supply chain — from farm to table.
Campbell believes that providing easy access to this information builds consumer trust — something we have invested in doing for more than 145 years. In this new era of transparency, we are on a journey to be open and honest about our business and earn the trust of a new generation of consumers.
In this changing environment, Campbell’s Purpose — Real food that matters for life’s moments — serves as our North Star. It is a filter we apply to strategic decisions and informs the way we engage with our consumers. It has also been a guiding factor in identifying strategic imperatives that we feel are key to our success, one of which is transparency. We have made a commitment to set the standard for transparency in the food industry. We are doing this by engaging our consumers in conversation that allows us to address the issues that are most meaningful to them. Actions such as introducing mandatory GMO labeling on all products, removing artificial colors and flavors from our recipes, and transitioning to non-BPA packaging are all a part of this journey. It has also inspired us to look at our recipes and use more of the ingredients people tell us they want, and less of those they would prefer to avoid. As part of our efforts, we have also launched a website where we are open about the ingredients we use and the choices we have made.