Welcome to Episode 134 of The Spokesman Speaks podcast. This episode features an in-depth conversation with Roxi Beck of the Center for Food Integrity (CFI), on research-based ways for farmers to build trust with consumers, especially young Gen Z consumers. CFI conducts extensive consumer research and brings together a wide variety of food and farming stakeholders, ranging from Iowa Farm Bureau and American Farm Bureau to Costco, Chick-Fil-A, Starbucks, and Kroger.   Resources mentioned in this episode Read CFI's Gen Z trust research Learn more about CFI and its extensive consumer trust research

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