Food labeled “local” was viewed most positively, at 62 percent, compared to hormone-free (48 percent), antibiotic-free (43 percent), natural (27 percent), organic (25 percent) and non-GMO (22 percent). Those who believe food labeled organic is better than non-organic food declined 11 percent over the previous year. The survey also indicated consumers were less concerned with quality of food (over the previous year) but more concerned with price (up 7 percent).
Only 6 percent of respondents held a negative opinion of farming or were indifferent. And 71 percent said farmers were doing a good job caring for the well-being of livestock and poultry (up 11 percent over the previous year).
Respondents who thought farmers were doing a good job caring for air, soil and water quality increased 5 percent over the previous year. A larger percentage of consumers (up 6 percent) indicated they trusted farmers to “do things right regardless of financial benefit.”
On a scale of 1 to 5, with five being the “very best,” 53 percent of the respondents gave farmers a five or four when it comes to caring about air, soil and water quality (5 percent higher than a year ago).
The survey was conducted by Campaign HQ and sponsored by the Iowa Food and Family Project. Launched in 2011 by the Iowa Soybean Association, the Food and Family Project facilitates greater confidence among food-minded Iowans about how food is grown and acquaints them with the farmers who grow it. FG
Click here to read the full report. (PDF, 385KB)
