Confusion is a major barrier for alt-meat companies struggling to gain traction with shoppers — confusion about healthfulness, ingredients, labels. Add to that a disconnect between consumer expectation and reality on matters of taste and texture. In short, consumers don’t trust the information they’re getting. Trust in the food system is what the Center for Food Integrity is all about, and CFI has new data that segments consumers by levels of trust, in their food and in the players in the food industry. From the “progressive disruptor” to the “comfort seekers,” Charlie Arnot, CEO of CFI, has studied these micro-communities. He knows who they listen to, and why — drawing a road map for alt-meat companies to build brand relationships with their end-users.