Trust plays a crucial role in society. It determines good personal relations and is at the core of effectively communicating food attributes to consumers. The General Social Survey (GSS) reports that people trust each other less today than 40 years ago. The decline in interpersonal trust, coupled with historically low levels of trust in the government, has impacted several economic sectors, including the food and beverage sector. Many process-based and ethical food attributes must be communicated to consumers through food labels. Food companies, the government, and third-party certification bodies rely on high enough consumer trust in food labels to increase consumers’ purchase likelihood and willingness to pay. Similarly, introducing new foods requires that consumers trust food companies, regulators, and scientists about food safety, which research has shown consumers are more concerned about with new food technologies. Recognizing the effect of trust on people’s decision process is a relevant component of consumer behavior studies. In this presentation we review some of the research on trust and food choices and draw implications for the development and marketing of new food products. Speaker: Kathy Fuller, PhD