Survey aims to understand consumer attitudes on farming, sustainability

About 56% of people responding to a recent survey on agriculture and sustainability agree that "farmers and ranchers use new technologies and innovations to protect the environment." But only 47% say "The way that most of today's farming and ranching operations in the U.S. grow and raise food meets the standards of sustainability."  When presented with the statement regarding sustainability of most farming operations, the survey revealed that women are less likely than men to agree that farming and ranching practices are sustainable – 37% of women versus 59% of men responding they are in agreement. USFRA says the survey results will help farmers engage with consumers. Among additional findings:
• Consumers are interested in learning more about what farmers and ranchers touch most. The survey revealed a need to frame stories about sustainability around water, soil, air and habitat.
• Consumers are interested in the human impact of sustainability. Respondents shared interest in the actions farmers and ranchers are taking to improve human health through access to safe, nutritious food and the impact they are making on the local community, specifically improvements to the social and economic well-being of agriculture communities.
• Consumers are interested in how agriculture is focused on the future, versus defining past successes. When discussing sustainability, respondents want to hear about future commitments to the environment versus stories about a farming operations' multi-generational history. Consumers are also interested in learning how farmers and ranchers are doing more with fewer resources and impact, while preserving the land for the next generation...more

 Learn more about the survey on the USFRA website.