Consumers want a new relationship with food, they want to know what's in their food, how it gets there, how the people who make it are treated and how companies behave in nature and the community. As this article shows is that what they often get is confusing, contradicting and sometimes incomprehensible messages. If food companies are going to embrace this new relationship with consumers, they must figure out how to make sense of it all in a way that acknowledges consumers concerns and provides credible information. When people don't understand something, they fill in the gaps in their understanding with their own personal, social and cultural beliefs. Adding to this there is already a pre-disposition to distrust the big industry. How do you build and sustain trust? The answer is the same way as always. Trust is the alignment of actions and words. To be trusted you must behave in a trustworthy manner. A remarkable thing happens to people when they feel they have been heard. They become able and willing to listen, and are willing to change their perceptions. As with most communication aimed at people, the path to success is a focus on benefits rather than features - on things they value rather than facts.