In retail, as with many industries and areas of public life today, trust remains hard to define – hard to gain, easy to lose and difficult to quantify. Trust is also frequently cited as the missing link in the agricultural supply chain with the market, which is characterised by unpredictable and unfair returns for those closest to the land.

The voice of the retail sector and main publication, The Grocer asserted the following view, early on in 2017: