Research reveals insights on consumer demands for transparency

Transparency in the food industry is a growing topic of conversation and, in order to continue to effectively communicate with consumers about the food they grow and raise, the U.S. Farmers and Ranchers Alliance® (USFRA®) conducted research to hone in on the topic of food transparency, specifically how important it is to American consumers. According to the survey, food transparency is very important. Fifty-nine percent of respondents report it is extremely important (rated it as an 8 to 10 on a 10 point scale) for grocery stores and restaurants to provide information about the way the food they sell is grown and raised. And over 50 percent say they want more information than they are currently getting. The good news is that farmers and ranchers across the country have the information consumers are asking for. However, it needs to be shared. “The call for transparency from the American consumer is real,” said Katie Pratt, an Illinois farmer and one of USFRA’s Faces of Farming and Ranching. “However, as an agriculture community, we have the tools, the real-life experiences and the stories to share with those who purchase the food we grow and raise. And we can continue to increase consumer confidence in our great systems of American agriculture.” “Information about how a food product was grown and raised is important for consumers. It’s almost as important as the price,” said Bob Stallman, President, American Farm Bureau Federation and USFRA Chairman. “The research found that when asked which is more important when making purchasing decisions, how much a food item costs or how much information is available about how it was grown or raised, 45 percent of total survey respondents chose information and 55 percent chose cost. That is significant.”...more