Consumer Engagement Director
The Center for Food Integrity
Ankeny Iowa                              UNITED STATES
Active on the speaking circuit and a trusted advisor to food system thought leaders, Roxi Beck helps audiences think differently about earning trust, particularly when it comes to technology. While many in the field of biotechnology rely on science to gain support, Beck details a unique approach to earning trust based on CFI’s peer-reviewed and published trust model that demonstrates communicating with shared values is three-to-five times more important to earning trust than sharing science. Her presentations also incorporate the latest CFI trust research that details public attitudes about food and those producing it. In 2017, Beck was a presenter on the “CRISPR in the Public Eye” panel during CRISPRCon at the University of California, Berkley, addressing how to earn trust not only in CRISPR gene editing technology, but other technologies that can be polarizing. From the CRISPRCon event organizer: “The data you were able to bring to the conversation from your work with CFI was incredibly valuable; that was made clear by how often other panels referenced the importance of trust over facts. I found myself quoting you over the weekend: ‘If I believe you, the facts don’t matter. If I don’t believe you, the facts don’t matter.’ When it comes to CRISPR and, more broadly, the polarization in this country around scientific issues, your words ring true and relevant.” Beck’s work focuses almost exclusively on directing strategy and activities for consumer-facing initiatives related to food, including helping organizations and companies incorporate trust-earning approaches into their culture. Beck received bachelor’s degrees in psychology and public relations from Coe College in Cedar Rapids, Iowa. She currently serves on the advisory board for Iowa State University’s Agricultural Entrepreneurship Initiative, is a graduate of the Greater Des Moines Leadership Institute and has served as president of the National Agri-Marketing Association.