CCFI's 10th annual public trust study shows farmers remain Canada's most trusted food system voices as concerns about food costs and misinformation intensify.
Canadians largely maintain a positive view of the nation's food system, but rising concerns about affordability, misinformation, and the growing influence of artificial intelligence are creating a more complex environment for maintaining public trust.
That was among the key findings unveiled at the Canadian Centre for Food Integrity's (CCFI) 2026 Public Trust Summit, marking the tenth year of the organization's national research into how Canadians perceive agriculture, food production, and the broader food system.
According to the latest findings, 57 per cent of Canadians have a positive impression of Canada's food system, unchanged from 2025. However, optimism about the future has softened. Just 40 per cent of respondents believe the food system is moving in the right direction, down five percentage points from the previous year, while uncertainty continues to grow, with 38 per cent saying they are unsure about its direction.
For farmers and the agriculture industry, the results suggest public trust remains strong, but maintaining that confidence may require new approaches as consumers navigate a rapidly changing information environment.
Food Costs Remain a Leading Concern
Affordability continues to dominate consumer concerns surrounding food.
Nearly half of Canadians surveyed, 49 per cent, identified food costs as a major issue. The concern remains ahead of other important topics such as inflation, healthcare access, the availability of healthy food, and the broader Canadian economy.
The findings reflect the ongoing pressure many households face when making grocery purchasing decisions. While Canadians continue to appreciate the value of their food system, cost remains a key factor influencing public perceptions and confidence.
For agricultural producers, the results reinforce the importance of communicating not only how food is produced, but also the factors that contribute to food prices throughout the supply chain.
Misinformation Creating New Trust Challenges
One of the most significant findings in this year's research is the growing concern surrounding food-related misinformation.
The proportion of Canadians expressing concern about misinformation increased from 40 per cent in 2025 to 43 per cent in 2026. Survey participants were also slightly more likely to report difficulty determining whether food-related information they encounter is accurate.
The results suggest Canadians are increasingly challenged by the volume of information available online and through social media channels.
For Canada's agricultural sector, this trend presents both a challenge and an opportunity. Consumers continue to seek trustworthy information, but they are becoming more selective about the sources they rely upon.
The research indicates that credibility and transparency will play increasingly important roles in shaping future public trust.
Farmers Continue to Earn Strong Public Confidence
Amid concerns about information quality and uncertainty, one group continues to stand out.
Farmers remain the most trusted stakeholders in Canada's food system, with trust in producers increasing by five percentage points from the previous year.
That finding reinforces a trend observed throughout many years of public trust research, where farmers consistently rank among the most credible sources of information about food production and agriculture.
The continued confidence in farmers presents an important opportunity for the sector to engage directly with consumers and help address questions about food production practices, sustainability, innovation, and food security.
Artificial Intelligence Raises New Questions
The study also highlights the growing role of artificial intelligence in shaping how Canadians access food-related information.
Daily use of AI tools for food information rose from 10 per cent to 12 per cent over the past year. However, despite increased use, comfort levels with AI declined across every category measured in the research.
The findings suggest that adoption of emerging technologies may be happening faster than public confidence in how those technologies are being used.
As AI-generated information becomes more common, the agriculture and food industries may face greater pressure to ensure consumers can distinguish credible information from inaccurate or misleading content.
Looking Ahead
The 2026 findings point to a Canadian public that remains generally supportive of the country's food system, but also more cautious and discerning than in previous years.
While overall impressions remain positive, concerns about household food costs, uncertainty about the future, misinformation, and emerging technologies are influencing how Canadians evaluate the food system and those who operate within it.
For farmers, food processors, retailers, and agricultural organizations, the message is clear: public trust remains a valuable asset, but it cannot be taken for granted.