Values, trust and science - building trust in today's food system in an era of radical transparency.

Public concern exists globally about the food system and both the practices and the intensification of animal agriculture. Examples are presented of public opinion in North America, the European Union, and the People's Republic of China. Negative perceptions increase with distance from production agriculture. Even animal science faculty members do not uniformly support present production practices. Public trust in the food system is based on consumers' or public confidence (shared values based on corporate and institutional social responsibility or their fiduciary responsibility), competence of the people or groups providing the information and the influence of others (e.g., friends and family). Producer or company discussion of issues has focused on competency and "the science" when confidence is markedly more important to consumers and more effective. It is argued that the food system largely escapes regulation by federal and state governments by a social license based on public confidence. However, a tipping point(s) exists such that a crisis could greatly diminish public confidence and end the social license and bring with it increases in regulation. Advocacy for production agriculture (poultry and livestock) needs to incorporate recognition of the need to reaffirm the public's trust, assuring shared values together with an emphasis on good science.