There is more insight now on what consumers think about America’s farmers thanks to a survey of consumer views on U.S. agriculture conducted with funding from the United Soybean Board (USB) and soybean checkoff. The results of this survey, the 2009 National Agricultural Image Survey, have now been released to the public.
“The survey is an important tool that helps the checkoff develop effective messaging to promote soy-based, environmentally safe products and the importance of maintaining animal agriculture,” says Vanessa Kummer, a USB director and soybean farmer from Colfax, N.D.
The study, which took place in February, surveyed a random sample of 1,000 registered voters with characteristics representative of the U.S. population. The results provide insights into seven main issues, including: the image of U.S. poultry and livestock producers; a farmer attribute analysis; and consumer attitudes on confinement, food prices, confinement legislation, biobased products and biodiesel. Some of the key findings from the study include:
“It was great to see from the 2009 agricultural survey that overall, consumers have a very
positive attitude toward agriculture,” says Kummer.
USB is made up of 68 farmer-directors who oversee the investments of the soybean checkoff on behalf of all U.S. soybean farmers. Checkoff funds are invested in the areas of animal utilization, human utilization, industrial utilization, industry relations, market access and supply. As stipulated in the Soybean Promotion, Research and Consumer Information Act, USDA’s Agricultural Marketing Service has oversight responsibilities for USB and the soybean checkoff.
Source for survey: National Agricultural Image Survey, February 2009, conducted on behalf of Foley and Lardner LLP by Wilson Research Strategies.