IBM, yes, that IBM, conducted a food safety study and learned that 60% of Americans are concerned about the safety of the food that they purchase. An even higher percentage say they study the label more carefully than maybe they did before the continual rash of food recalls. Another way to look at the significant study: Less than 20% of consumers trust food companies to develop and sell food products that are safe and healthy for them and their families!

IBM figured out that they  could wear a newer, more critical hat that has moved them into food safety and monitoring.

The early June study was conducted in the 10 largest US cities with adult grocery shoppers (once or more a month) and revealed even more about the American consumer:

–83% could name a recent food product recall, with the largest percentage citing the peanut butter recall. Yes, we do love our peanut butter.

–49% said they would be leery of purchasing a product after it was recalled.

–63% said that they have changed the way they shop in the past two years because they want better value for their money. Locavore alert: Almost half define the change as a search for fresher foods; 76% want more information about a product’s origin.

What do all these numbers tell us: The consumer is smarter about his money and is seeking out value and quality with a concern for freshness.

With all the food recalls, we are a worried consumer society reaching out to get the latest information about safety. We have lost confidence in our suppliers.

We want to know and are prepared to act based on the information.