We are working on a project that tries to define these expectations. In particular, we are asking consumers what they mean by “natural products”.
The answer to this simple question is complex. This project, carried out in collaboration with several groups in the Quebec agri-food world, focuses on bread, meats and milk. Together, we are putting the question to consumers. Unravelling it all helps us to find leads.
Consumer perceptions are changing; however, when it comes to investing in processing capacity, the result must be long-term. We're working hard on having a clean label, removing all the chemicals used for preservation from the labels; we're trying to change the technology and processors are very active in this regard. We have concrete results and we are trying to find other processes to improve food preservation. We want the same quality, the same shelf life, but with more natural solutions.