What leads consumers to trust the EU’s organic label? That was the focus of a presentation by Ching-hua Yeh, from Universität Bonn, at last week’s Agricultural & Applied Economics Association (AAEA) annual meeting in Washington D.C. Dr. Yeh revealed that consumers’ trust of the EU’s organic label depends on trust in the EU generally – what is known as institutional trust. Much of this transfer of trust from the EU as an institution is blind as consumers generally lack a detailed knowledge of what the EU’s organic label certifies. The analysis draws on a large survey conducted across 7 European countries (France, Germany, Italy, Hungary, Norway, Serbia, UK) and emerges from Work Package 8 of Strength2Food, led by Professor Monika Hartmann. Contact: chinghua.yeh@ilr.uni-bonn.de