Consumers are bombarded with food company marketing messages and negative information campaigns from activists. Through all the noise, consumers make food-buying decisions that impact family farm economics, on-farm production practices and the availability of proven technologies.
To explore those issues and their impacts, the Professional Dairy Producers of Wisconsin (PDPW) hosted a two-day Food & Policy Summit, Oct. 25-26, in Madison, Wisconsin. The event brought together dairy farmers, veterinarians, consumers, activists, processors and regulators.
Food-buying decisions
The conference featured a consumer panel – three young mothers – discussing the factors going into their food-buying decisions. Beyond their immediate families, the three also have influence with other moms and food buyers through their jobs and/or social media activities.
Kristina Chapman, director of wellness strategies at the Kettle Moraine YMCA, West Bend, Wisconsin, oversees wellness programs and initiatives to reduce risk and address chronic disease. She is also a member of the Wisconsin Alliance of YMCA’s Healthy Living Group, and is co-chair for the Well Washington County (Wisconsin) – Eat and Move Well Coalition. A working mother with a background in exercise science, Chapman visited World Dairy Expo as an elementary school student. She consumes dairy products, but does not drink fluid milk after “an experience with a warm glass of milk.”
“As a mom, every decision you make every day is for your children,” said Chapman. Besides price and convenience, factors she incorporates into food-buying decisions include “seeking the highest nutritional value while keeping it as simple and fresh as possible. I strive to keep the ingredients in the ‘purest’ form possible, although not always organic.”
With a background in exercise science, “healthy” depends on a number of factors for Chapman. One major component is whether the health claim has longevity. She downplays healthy “fads” which come and go, while focusing on longer-term “trends.”
Johanna Cook is a national cooking personality and host of Momma Cuisine, a television and social media show discussing food and cooking, with emphasis on simple recipes and cooking for families on tight schedules and budgets. She has worked on video projects with the Midwest Dairy Association.
“At the end of the day mom’s want to take care of their families, make the best decisions they can, and do it within a budget,” said Cook. “We want the best we can afford.”
When preparing her own family’s meals or sharing ideas on television or in videos, she seeks the best quality for its value, although she admits to be a bit whimsical at times.
She puts emphasis on “healthy” and “delicious,” using the freshest ingredients possible while attempting to avoid processed foods.
She warned that “healthy” has a different definition for every mother, depending on their kids’ allergies, health problems, weight or lifestyle. The definition can also change over time in different stages of life and within changing budgets.
Sarah Jedd, a communication arts professor at the University of Wisconsin-Madison, is the mother of four children. She also blogs concerning food and other issues impacting mothers.
While price is a concern, getting four young picky children to eat means taste is a primary factor in her food-buying decisions. For Jedd, healthy is defined by a number of factors and is a moving target. In her blog-o-sphere, peer sharing among moms plays a big role in the definition, and it impacts buying decisions.
Decision factors changing
While price, taste and convenience remain major factors in food-buying decisions, the panelists agreed the list of factors is evolving and growing. Many of those factors involve food company transparency, requiring clear and accurate labeling and providing information related to ingredients and sourcing.
Emerging factors include more social issues, such as a commitment to food safety, sourcing ingredients locally, providing fair treatment of workers, serving as stewards of the land and environment, and even go as far as a company’s political views, values and mission.
Chapman admits adding all these factors while asking for more, faster and less expensive food isn’t necessarily a “fair” request. “Balancing that, or having a reasonable expectation can be a challenge,” she said.
Emerging issue: GMOs
Cook said she was uncertain whether genetically modified organisms (GMOs) were good or bad, and doesn’t base her food buying decisions on it.
“If you’re an honest consumer, you won’t believe you know everything,” Cook said. “Information travels so quickly, and we are quick to form a decision based on half-truths.”
GMO labels are also not a topline decision for Chapman. Peer-sharing information – which may include discussions about GMOs – is influential, however.
Jedd believes GMOs are a major issue in her social media circle, regardless of the “truth” surrounding the issue. She said another prevailing belief is that food companies do not care about consumers, just about profits. That narrative competes with all other facts about food.
“As a consumer, I am probably your worst nightmare,” Jedd told dairy producers attending the PDPW Food & Policy Summit. “I am the mom who only buys food at Whole Foods and Trader Joes, and only buy things that are non-GMO. I have bought hook, line and sinker all the things said about ‘Big Food’.”
Advice to dairy farmers
Jedd urged dairy farmers to take an active role in sharing their stories.
“Consumers, by and large, have bought into the myth that the food industry is evil, out to make the most money and doesn’t care about our health,” said Jedd, who admitted her view had changed after hearing other presentations during the Food & Policy Summit. “Obviously, this is counter to the entire mission of people who make food. The more consumers who can go to a farm, the more that kind of attitude will change. Exposing consumers to the industry would be a great first step.”
Breakfasts on the farms and farm tours are a great way to reach “city folks,” Chapman said. “You have to keep them simple to help us understand. Use language I’m going to understand, and use examples that are relevant.”
She suggested farmers use personal contact and communications to make sure dairy is involved in the conversation. She also urged farmers to get involved in local food and wellness coalitions, to make sure the conversation reaches other influencers.
”There’s a lot of information – and misinformation – out there,” said Cook. She said farmers must fill the consumer information void with their own stories.
“Brands tell the brand story, not necessarily your story. People buy off emotion, because they might be trying to do social good,” she said. “There is a huge opportunity for farmers to tell their story, because you are there at the start.”
“Consumers are looking for information. There are scary notions, so use whatever power in your hands, including social media,” said Cook. ”Stay true to your core values, your legacy and farms, your best practices, and you will reach the people who will become your advocates.”
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Dave Natzke
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