Consumers Say Food Production Headed in Right Direction, Widespread Misperceptions Remain

 

The U.S. Farmers & Ranchers Alliance (USFRA) recently released findings of a survey conducted about Americans’ perceptions on food production.The survey, conducted to share with consumer mediaprior to The Food Dialogues: New York, revealed Americans increasingly believe food production is heading in the right direction. However, the survey also found Americans still have widespread misperceptions about how today’s food is grown and raised. Key survey findings include:

• 53% of Americans believe food production is heading in the right direction – an increase from the 48% who believed the same in a benchmark 2011 USFRA survey.
• More than one in four Americans (27%) admit they often are confused about the food they are purchasing. Young adults (18-29 years old) are more likely than any other age group to say they are often confused about food purchases (38%).
• Three in five Americans would like to know more about how food is grown and raised, but don’t feel they have the time or money for that to be a priority (59%).
• When it comes to dining out, Americans prioritize quality (48%), cost (42%) and taste (38%). When purchasing groceries, Americans prioritize cost (47%), quality (43%) and healthiness/nutrition (21%).
• While Americans want to learn about organic farming and ranching (27%), nearly all report that it’s most important there are healthy choices available, even if they’re not organic or local options (91%).
• Americans overall (84%) believe that farmers and ranchers in America are committed to improving how food is grown and raised. Half of Americans (50%) think farmers and ranchers are missing from the media conversation around food these days.