Survey indicates consumers hungry for transparency

Published online: Jan 07, 2014
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Most consumers-59 percent of them-believe it's extremely important for grocery stores and restaurants to provide information about the way food is grown and raised.

That's according to a survey by the U.S. Farmers & Ranchers Alliance (USFRA) concerning consumer transparency. The survey results, reported by Meatingplace, indicate that more than half of the respondents say they want more information than they currently receive.

Another result is that 40 percent of consumers in their 20s say they often or always choose one food item over another because more information is offered about how or where it's grown or raised. On the other hand, only 32 percent of consumers in their 30s and 40s say the information influences their purchasing decisions. For consumers 50 to 65-years-old, that figure falls to 24 percent.

Forty percent of all respondents say that if there's a lack of information on where food comes from, it sends the message the industry has something to hide. Only 10 percent say there's currently enough information available.

In response, USFRA believes the message of safe, affordable and abundant food fails to resonate. The organization suggests food manufacturers acknowledge consumer concerns and focus on continuous improvement. USFRA says consumers seem to respond more to personal stories and concrete examples instead of generalities.