Building Trust Beyond the Facts

When it comes to connecting with consumers, facts alone aren’t enough. That’s what Charlie Arnot, CEO of the Center for Food Integrity, shared in his conversation with IL Corn board member and farmer Shane Gray in the latest episode of IL Corn TV.

For nearly two decades, Arnot’s work has focused on helping the food system build trust, not by defending agriculture with science or statistics, but by focusing on shared values and storytelling.

“Who you are is more important than what you know,” Arnot explained. “Farmers have amazing stories to tell, and those stories create connections that facts alone can’t.”

The two discussed the challenge of communicating in today’s “post-truth world,” where social media has changed how people decide what’s true. But Arnot sees opportunity in that shift: “When we listen and connect on shared values, that’s when trust begins.”

From transparency about technology to listening before responding, the message was clear — trust isn’t built through defending, it’s built through engaging.

Watch the full conversation to hear more about how farmers can build stronger, more authentic connections with consumers.