This year’s Public Trust Summit will explore one of the most urgent challenges facing Canada’s food system: the growing influence of misinformation on public trust. Recent research reveals that 91% of Canadians are concerned about food misinformation, yet the majority rarely verify the information they consume. This leaves the public vulnerable to misleading narratives—whether spread by socialmedia influencers, self-proclaimed experts, or organized disinformation campaigns aimed at eroding trust in food and farming.
With the theme Fear, Facts, and Food: The Fight for Trust, the 2025 Summit will explore the growing phenomenon of “fear-fluencing”—the spread of fear through misinformation and distortion—and unveil new strategies to engage consumers, strengthen trust, and safeguard the integrity of our food system.