10 Jan 2019 --- US consumers have a growing appetite for more information about their food and technology is enabling eaters like never before, that is according to Joseph Clayton, CEO of the International Food Information Council (IFIC) Foundation. “It’s also driving transparency across the entire food supply chain,” he notes. US consumers also cite broad aspects such as taste, price and familiarity as the top reasons to purchase foods, while also craving a deeper understanding of what they are eating and where exactly it comes from. They want to learn more about the origins of their food and its entire journey from farm to fork, according to the IFIC Foundation.
