Really interesting to see this study from the British Nutrition Foundation as it chimes with our proprietary research at Ketchum called Food 2020, in which we identified a group called the Food eVangelist , once a small and influential group changing the food industry and now on the precipice on becoming the mainstream consumer. We asked this group who they trust and their number one top go-to source was indeed family, followed by nutritional professionals, friends, local farmers and then medical professionals. Celebrities were almost at the bottom of their list. Its a finding that won't surprise many, so why do food brands continue with celebrity partnerships rather than focusing on ambassadors of trust. The industry needs to switch its focus on relevance rather than reach to deliver nutrition messages, especially in the times we are facing where official eating advice is being challenged daily.