Food industry leaders gathered in San Francisco last Thursday to discuss a new global research report, FOOD 2020: The Consumer as CEO produced by leading public relations firm Ketchum. Linda Eatherton, partner and director of Ketchum’s Global Food & Nutrition Practice, hosted the meeting on the research conducted to identify concerns among consumers in the United Kingdom, Argentina, China, Germany and the United States. United Fresh President Tom Stenzel was invited to join Linda and co-host Phil Lempert of Supermaket Guru, in assessing the results of the research and drawing implications for food industry marketers. "The research showed some real differences across cultures and economies, but also some growing common trends toward greater consumer involvement in food safety, social issues and environmental dimensions of food products," Tom said. "Clearly, the consumer-as-CEO concept is one we all need to come to grips with. Whether it’s sustainability, food safety or other issues, we need to be transparent with consumers, recognize their interests in these issues and respond to their concerns with credible factual information." Tom told the group that, while pandering to consumer fears in food marketing is not the answer, neither is dismissing the consumer’s real interest in understanding where food comes from and how it’s produced. "These are increasingly vital parts of a product’s pedigree to consumers around the world," he added.