Feeding consumers with what they want to hear
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With recent national media reports painting grim pictures of the dairy industry and the use of antibiotics in farm animals, it seems the agriculture community has become a serious target in media circles run by the likes of CBS Evening News Correspondent Katie Couric. And whether we like it or not, Couric is a
strong voice in millions of family homes across the United States,
unfortunately she is sure to make an impact on consumers choices. To view
Couric’s two-part special on the connection between animal antibiotics and
food-borne illness, see Part 1, Part 2, and blog post.In fact, for the past 10 years, agriculture has been under attack by animal activist groups, environmental groups and inquisitive and falsely-informed reporters across the nation. To combat the spread of myths and misinformation, farm groups such as the American Farm Bureau Federation and the National Pork Board have been promoting the connection between food and farm and encouraging farmers to speak up for agriculture for the very first time. There is still some skepticism in the industry, however, that these groups are being pressured to promote these new policies and programs not to help the farming community, but to help increase profit margins for food processors and distributors.
After doing a bit of research online, the most recent study I found relating to consumer perceptions about agriculture, was conducted in 2002: “Food and Farming,” as a partnership between AFBF and the Philip Morris Shared Solutions (TM) Agriculture Initiative. This study revealed that consumers are supportive of farmers and are open-minded as to the farmers’ point of view on how food is grown.
I also found a 2001 consumer study on the perceptions about pork from the Pork Checkoff. This study concluded that consumers are most concerned with price, meat quality and personal health and safety when purchasing meat. The study also confirmed consumers to be most interested in quality and taste than the process of meat production.
While both of these studies do confirm a definite interest in food quality and safety, it is not apparent that they care so intensely about the origin of their food and how their food is produced. However, these studies are nearly 10 years old at this point and much has changed since that time. Particularly, the Humane Society of the United States (HSUS) has catapulted to become the leading animal activist group with a multi-million dollar budget and a clear agenda to end animal agriculture. This as you may know, has had a tremendous effect on consumers’ views about how food is grown and processed today.
I decided to do a bit of my own research on this topic, by surveying my friends on Facebook this week. While this is by no means a true scientific consumer study, it does help to gather a bit of insight from a few interested Midwestern consumers. To protect identities, the comments below will not include names.
"As a complete non-ag person, I can tell you that it is becoming more and more important to me where my food comes from- especially as I plan and cook for my children. Knowing where it comes from and what goes in it (or doesn't) is important." – E.
"As a consumer I am VERY interested in where my food comes ... especially after reading the book Food Matters and just growing up by the (Buckeye Egg Farm) egg farm in LaRue (Ohio). I want to make sure I don't support businesses like that-- ones that have cruel animal practices and severely impact the environment negatively." – A.
"As a consumer and as a parent, I really like to know where the food comes from that is going into my family. With the recent research supporting the theory that certain hormones and preservatives in food are causing serious health issues, anything from ADHD and Autism to our young girls developing more quickly and cancer, I think as consumers we deserve to know where our food is coming from." – K.
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