Consumers Begin New Year with Confidence

More Iowans are starting the New Year with the know-how to eat healthier and with more confidence that farmers are doing a good job growing their food, according to recent findings of an Iowa Food & Family Project (Iowa FFP) survey.

The Consumer Pulse Survey, conducted by Campaign HQ of Brooklyn, polled 353 health-conscious Iowans who make the majority of their household’s food purchases. Respondents were asked about a variety of food topics, their familiarity with the Iowa FFP and how that familiarity changes their perceptions about today’s farms and food system.

Ninety-five percent of respondents said they are “very” and “somewhat” knowledgeable about how the food they purchase is produced, up 6 percentage points from last year’s poll and up 9 points from the previous year. The survey also found 81 percent of people have a positive impression about farming.

Fifteen percent of respondents said farmers “do things right regardless of financial benefit,” up 6 percentage points from the last poll. Sixty-one percent believe growers “balance doing what’s right” with profit, while just 14 percent think farmers are “driven solely by profit,” down 4 points from last year.

Such results indicate the Food & Family Project is having success, bridging the communications gap between producers and consumers. This year’s survey shows consumers are:

• Ten percent more confident that farmers care for the well-being of their livestock.
• Nine percent more confident that farmers protect the environment.
• Nine percent more trusting that farmers balance doing what’s right with financial considerations.

“What these numbers tell us is that we’re influencing the food influencers,” said Iowa FFP Coordinator Aaron Putze. “Those involved in the Iowa FFP have a passion for helping Iowans be healthier, happier and more informed about the food they love and the farmers who grow it. Our work is groundbreaking and the results are real, positive and measureable.”

Results like these are exactly why Latham Hi-Tech Seeds is a proud supporter of the Iowa FFP, and why I feel honored to be a part of the Iowa FFP Advisory Team. Launched in 2011 by the Iowa Soybean Association (ISA), the Food & Family Project facilitates greater confidence among food-minded Iowans about how food is grown and acquaints them with the farmers who grow it. Watch for an exciting announcement coming soon about the third year of the Iowa FFP’s Join My Journey project!