Kicking Horse Coffee - most trusted Canadian coffee/tea brand
Kicking Horse Coffee has been named most trusted coffee/tea brand in Canada and jumped from a 22nd overall ranking in 2016 to the 11th most trusted brand in Canada in 2017, according to the University of Victoria’s Gustavson School of Business’s annual Brand Trust Index.
A total of 294 corporate and product brands across 26 categories were judged on the brand’s integrity, social responsibility, performance and function, and how well it interacts with customers.
“Trust plays a vital role in our community, economy and collective mindset as Canadians,” says Saul Klein, dean of the Gustavson School of Business. “We have witnessed several breakdowns in trust over the past year, which we see reflected in our results. It is clear that trust can erode very rapidly but it takes a long time to build or to recover from mis-steps.”