In 2016, CCFI studied the public trust model and learned shred values are 3-5 times more powerful than facts when it comes to earning trust with Canadians. But what are those values and motivations? This year CCFI’s work builds on its base of trend data going back to 2006 and launches leading edge research with insights into Canadians’ beliefs and values around food information. These thought provoking insights will change your paradigm on your target audiences and create opportunities to engage more meaningfully. Specific results for Alberta will also be presented.