Study on consumer perception of food production

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SegmenTrak is a market research tool developed by Demeter Communications designed to benchmark and track “frontline consumer” perceptions of the food production industry. The study explores attitudes, as well as emerging language, giving professionals specifics upon which to build effective communication programs and tools.

SegmenTrak's February 2010 wave tested terms commonly used in current public discourse about food production and agriculture. Consumers feel more positively toward “farmers” (57 percent “positive/very positive”) and “family farms” (62 percent positive/very positive) than they do toward “ag industry” (28 percent) or “agribusiness” (19 percent). Additional terms were evaluated, from “local” and “sustainability” to “conventional farming,” “crop protection products,” “farm animal humane care activist” and others.

In unaided format, indicator consumers said “the single most important piece of information you would like to have from farmers about how your food is produced.”

The largest segment (22 percent) of questions pertained to chemicals and/or pesticides used during production and/or potentially remaining in consumer end products. A distant second (10 percent), consumers would ask farmers about medications and/or antibiotics used in production and/or potentially remaining in consumer end products.

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