You can trust us
Williams said that origin claims as well as certification are increasingly moving to the front of pack as a means of communicating a premium brand and building consumer trust through transparency.
Williams said this was a way of differentiating products by saying: “This is where it comes from, this is the story and you can trust us.”
After the event, Rens de Haan told Confectionery that it was increasingly important for companies to demonstrate traceability and sustainability within their supply chains.