MOST TRUSTED CANADIAN COFFEE BRAND? KICKING HORSE COFFEE.
Kicking Horse Coffee has once again been named most trusted coffee/tea brand in Canada, according to the University of Victoria's Gustavson School of Business's annual Brand Trust Index.
The Gustavson Brand Trust Index (GBTI) measures Canadian consumers' opinions about corporate and product brands across various categories, including relationships between brand performance, social equity, trust, and advocacy for brands in Canada. This year, a total of 313 national brands across 26 different categories were judged.
"Consumers are paying closer attention to a brand’s values and its social responsibility," says Dr. Saul Klein, Dean of the Gustavson School of Business. "Our index continues to highlight the importance of a company standing up for its values, through its words and its actions, and the effect this has on consumer trust."