Can we Rebuild Consumer Trust in the Age of the 24-Hour Misinformation Cycle? Michele Payn Says Yes
When Indiana-based agriculture, food and nutrition speaker Michele Payn speaks about the challenges facing agriculture, she doesn’t sugarcoat the reality.
“There’s been a proliferation of misinformation and disinformation, especially with the rise of social media,” she said in an interview today at the CrossRoads Crop Conference in Edmonton, Alta. “This isn’t just an issue for activists anymore—it’s for the average consumer who sometimes doesn’t know the difference between what’s true and what’s fabricated. And now, AI is going to bring the next wave of that.”
The New Battleground: Seed Oils
One area where misinformation is rampant is seed oils, a topic gaining traction on social media. “Seed oils have become a lightning rod for controversy,” Payn explains. “Concerns around inflammatory properties, cancer risks, and even water usage are dominating conversations online. Canola, in particular, is often targeted—claims about hexane and omega-6 versus omega-3 ratios are everywhere.”
Payn shared how she used regenerative AI tools like Perplexity to analyze public concerns about seed oils. “It’s fascinating how specific the misinformation can be. There’s a lot of work to be done to help the public understand the truth, but it’s also a huge opportunity for the agriculture industry to step in and provide clarity.”
GMOs: A Shifting Narrative
While misinformation about GMOs has been a persistent challenge for years, Payn sees glimmers of hope. “Interestingly, the pendulum seems to be swinging the other way,” she says. “There’s been global movement—especially in areas facing true food insecurity—where GMOs are being more accepted. Even in the U.S., major processors that used to segregate GMO and non-GMO crops have stopped because the demand isn’t there.”
However, the uphill battle remains. “Two-thirds of Americans have thought food with DNA in it should be labeled,” she points out. “Think about that. What food doesn’t have DNA in it? How are we supposed to explain technologies like CRISPR or mRNA when people don’t understand the basics of their food?”
The Role of Marketing and Neuroscience
Payn also sheds light on the marketing tactics that fuel distrust among consumers. “The Non-GMO Project is a perfect example,” she says. “It’s a pay-to-play label. I tell my non-ag friends, ‘There isn’t any GMO in that product in the first place—they’re paying to manipulate you.’”
She believes this cycle of manipulation is ultimately unsustainable. “People don’t like being lied to. They don’t like being manipulated. Eventually, the cycle will swing back against the marketing hype,” she predicts.
Payn also highlights how grocery stores capitalize on consumer psychology. “From health halos to pumping in oxygen and strategic pricing, there’s a lot of neuro-marketing happening. It’s no wonder distrust among food buyers is so significant.”
Moving Forward: Rebuilding Trust
Despite these challenges, Payn remains optimistic about the future. “Agriculture has an opportunity to influence the narrative,” she emphasizes. “We need to engage directly with consumers, tell our stories, and use tools like AI to amplify accurate, balanced information about what we do and why it matters.”
Her message to the agricultural community is clear: “The cycle of misinformation isn’t going away, but neither is the opportunity to rebuild trust. We just have to be willing to step into the conversation and own it.”
