Trust orientations in the organic food distribution channels: A comparative study of the Canadian and French markets

► Study supply side determinants of trust in organic foods and strategies to increase trust.► 80 in-depth interviews conducted with store managers in Canada and France.► Differences: French industry is more mature in terms of distribution, certification and labeling.► Trust is of extreme importance in the organic food networks and varies from one country to another.

The objectives of this research are to (i) identify supply side factors that determine trust/mistrust in OF products, and (ii) determine the distribution channel strategies to increase trust in OF products. A total of 80 individual in-depth interviews were conducted in Canada and France with managers from superstores, specialty stores, farmers, markets, producers and certification bodies. Results show a clear distinction between the Canadian and French OF distribution structures in terms of trust. Consequently, distributors have to adapt their strategies and tools in order to enhance trust in OF, in their distribution channel and in the overall food supply chain.