(Just-Drinks) - The idea of generating "trust" among consumers is now a key focus for marketers in light of the UK's horse meat scandal, according to Treasury Wine Estates (TWE). Speaking at a press briefing in London today (15 March), Nicola Frinneby, TWE's senior category insight manager, said that the horse meat scandal could be just the “tip of the iceberg” in terms of the erosion of consumer confidence in all sectors. "You can't do business without trust, and some people are terming this the new currency, it can make or break a business," she said.