Review of 2004 OH Survey of Review of 2004 OH Survey of Food, Agriculture and Food, Agriculture and

Environmental Issues SurveyEnvironmental Issues Survey

Presentation by Jeff S. Sharp & Bob Furbee Presentation by Jeff S. Sharp & Bob Furbee OSU Extension CabinetOSU Extension Cabinet

February 10, 2005February 10, 2005

2004 Project Team2004 Project Team

Dept. of HCRDDept. of HCRD Jeff S. Sharp, Bill Flinn, Mark Tucker, Molly Bean Jeff S. Sharp, Bill Flinn, Mark Tucker, Molly Bean

Smith, Linda Lobao, Holli Kendall, Bob Smith, Linda Lobao, Holli Kendall, Bob BirkenholzBirkenholz

Communication and TechnologyCommunication and Technology Bob FurbeeBob Furbee

Other PartnersOther Partners Neal Hooker (AEDE), Pat Petzel (OFBF)Neal Hooker (AEDE), Pat Petzel (OFBF)

Project BackgroundProject Background

2004 Survey is second biennial statewide survey of 2004 Survey is second biennial statewide survey of rural and urban Ohioansrural and urban Ohioans

Funded collaboratively by OSU Extension, OARDC, Funded collaboratively by OSU Extension, OARDC, College, HCRD, internal and external partnersCollege, HCRD, internal and external partners

Responses from 1,827 Ohioans utilizing the tailored Responses from 1,827 Ohioans utilizing the tailored design methoddesign method Response rate of 56%Response rate of 56% Respondents compare favorably to known characteristics Respondents compare favorably to known characteristics

of Ohio populationof Ohio population

Goals of ProjectGoals of Project In-depth analysis of topical and emergent FAE issues In-depth analysis of topical and emergent FAE issues

for public and academic audiencesfor public and academic audiences Farmland preservation, animal welfare, food attitudes, Farmland preservation, animal welfare, food attitudes,

environmental attitudes, etc.environmental attitudes, etc. Generate data to assist program planning and Generate data to assist program planning and

evaluationevaluation Generate baseline data and track changes across timeGenerate baseline data and track changes across time

Cohort effects, views of older versus younger generationsCohort effects, views of older versus younger generations Intervening events, such as Mad cow or other food scaresIntervening events, such as Mad cow or other food scares Changes in knowledge or awareness due to an educational Changes in knowledge or awareness due to an educational

campaign, or societal trend (low carb diet), etc.campaign, or societal trend (low carb diet), etc.

Outline of PresentationOutline of Presentation

Review of topical, issue findingsReview of topical, issue findings Extension and OARDC awarenessExtension and OARDC awareness Understanding OSU Extension customersUnderstanding OSU Extension customers Future directionsFuture directions

Concern about Food, Agriculture & Concern about Food, Agriculture & Environmental Issues Environmental Issues (% Very Concerned)(% Very Concerned)

Issue %

Rising Obesity among Americans 69

Pollution of rivers, streams or groundwater 65

Loss of family farms 60

Loss of farmland due to urban growth 55

Genetic modification of animals 54

Mad cow disease 42

Genetic modification of plants 33

Large-scale poultry and livestock development 29

Global Warming 29

Livestock Concern by regionLivestock Concern by region**(% Very Concerned)(% Very Concerned)

0

10

20

30

40

50

2004 40 35 32 27 24

2002 28 21 33 17 15

North

west

South

eastCentral

North

east

South

west

*Response option differences exist between 2002 & 2004 questions*Response option differences exist between 2002 & 2004 questions

Views of FarmingViews of Farming

Overall, farming positively contributes to the Overall, farming positively contributes to the quality of life in Ohioquality of life in Ohio 2004: 90 percent agree or strongly agree2004: 90 percent agree or strongly agree 2002: 92 percent agree or strongly agree2002: 92 percent agree or strongly agree

Ohio’s Economy will suffer if the state Ohio’s Economy will suffer if the state continues to lose farmerscontinues to lose farmers 2004: 85 percent agree or strongly agree2004: 85 percent agree or strongly agree 2002: 80 percent agree or strongly agree2002: 80 percent agree or strongly agree

Views of FarmersViews of Farmers

I trust Ohio farmers to protect the environmentI trust Ohio farmers to protect the environment 2004: 67 percent agree or strongly agree2004: 67 percent agree or strongly agree 2002: 60 percent agree or strongly agree2002: 60 percent agree or strongly agree

Animal Welfare & BiotechAnimal Welfare & Biotech

In general, increased regulation of the In general, increased regulation of the treatment of animals in farming is neededtreatment of animals in farming is needed 2004: 47 percent agree or strongly agree2004: 47 percent agree or strongly agree 2002: 48 percent agree or strongly agree2002: 48 percent agree or strongly agree

Biotechnology is having a negative impact on Biotechnology is having a negative impact on the food supplythe food supply 2004: 56 percent undecided (21% A/SA)2004: 56 percent undecided (21% A/SA) 2002: 59 percent undecided (21% A/SA)2002: 59 percent undecided (21% A/SA)

Food SafetyFood Safety

Food is not as safe as it was 10 years agoFood is not as safe as it was 10 years ago 2004: 47% agree or strongly agree2004: 47% agree or strongly agree 2002: 39% agree or strongly agree2002: 39% agree or strongly agree

Familiarity and Experience Familiarity and Experience with OSU Extension and with OSU Extension and

OARDCOARDC

FamiliarityFamiliarity

How familiar are you with OSU Extension?How familiar are you with OSU Extension? 5% Very familiar5% Very familiar 28% Somewhat familiar28% Somewhat familiar 67% Not at all familiar67% Not at all familiar

How familiar are you with OARDC?How familiar are you with OARDC? 3% Very familiar3% Very familiar 18% Somewhat familiar18% Somewhat familiar 79% Not at all familiar79% Not at all familiar

Importance of MaintainingImportance of Maintaining

How important is it to maintain OSUE?How important is it to maintain OSUE? 55% Very important55% Very important 40% Somewhat important40% Somewhat important 5% Not at all important5% Not at all important

How important is it to maintain OARDC?How important is it to maintain OARDC? 53% Very important53% Very important 41% Somewhat important41% Somewhat important 6% Not at all important6% Not at all important

How would you rate your overall How would you rate your overall experience with OSU Extension?experience with OSU Extension?

Excellent, 8Good, 15

Fair, 3 Poor, 2

No Experience, 72

0

10

20

30

40

50

60

70

80

Rating

OSUE AwarenessOSUE Awareness

Is there an OSUE office in the county where Is there an OSUE office in the county where you live?you live? 27% Yes27% Yes 11% No11% No 63% Not Sure63% Not Sure

Have you ever been to an OSUE Office?Have you ever been to an OSUE Office? 16% Yes16% Yes 75% No75% No 9% Not Sure9% Not Sure

Contact with OSU ExtensionContact with OSU Extension

YesYes NoNo Not Not SureSure

Have you or any members of your Have you or any members of your household participated in 4-H?household participated in 4-H?

2828 6868 44

Have you ever used an OSUE Have you ever used an OSUE bulletin or publication?bulletin or publication?

1717 7373 1010

Have you called or e-mailed OSUE Have you called or e-mailed OSUE for information?for information?

1111 8282 66

Contact w/ OSU Extension (cont.)Contact w/ OSU Extension (cont.)

YesYes NoNo Not Not SureSure

Have you ever participated in a Have you ever participated in a program sponsored by OSUEprogram sponsored by OSUE

1010 8080 1010

Have you ever obtained information Have you ever obtained information from an OSUE Websitefrom an OSUE Website

77 8686 66

Select PatternsSelect Patterns

Clear Farm (high) to Urban (low) pattern in Clear Farm (high) to Urban (low) pattern in terms of familiarity and usageterms of familiarity and usage

GT 50 more familiar (36% very or somewhat GT 50 more familiar (36% very or somewhat familiar) compared to LT 35 (18% very or familiar) compared to LT 35 (18% very or somewhat familiar)somewhat familiar)

Select Patterns (cont.)Select Patterns (cont.)

Lowest level of familiarity in SW Ohio (74% Lowest level of familiarity in SW Ohio (74% not all familiar); highest familiarity in not all familiar); highest familiarity in Northwest and southeast Ohio (57% not at all Northwest and southeast Ohio (57% not at all familiar)familiar)

More educated, esp. Bachelor’s or greater, More educated, esp. Bachelor’s or greater, more active users of Extensionmore active users of Extension

Middle income ($35,000 to LT $100,000) Middle income ($35,000 to LT $100,000) most active users of Extensionmost active users of Extension

Client Interests and Client Interests and Preferred Methods of Preferred Methods of

Acquiring InformationAcquiring Information

Interest in Educational Information Interest in Educational Information on Following Topicson Following Topics

Topic % Very Interested

Personal health, disease prevention or fitness 54.0 Food topics, such as nutrition or safe handling of food 45.5 Aging, retirement, or elder care 43.9 Lawn, gardening, or home landscaping 38.7 Household budgeting or finances 39.8 Environmental topics 37.5 Parenting, child or youth development 31.9 Community economic development or leadership 21.3 Small business management 19.8 Commercial horticulture topics 17.7 Farming or agribusiness management 9.8

Preferred Sources of InformationPreferred Sources of Information

Method % Most

preferred Newspapers 58 Television 58 Free information available in public places 45 Fact sheets or printed publications 39 Radio 39 World Wide Web or Internet 38 Videotapes, CD_ROMs, or DVDs for free checkout 25 Electronic newsletters or periodic e-mail updates 23 Information specialists accessible by telephone or e-mail 21 Presentations or seminars in community or place of work 19 Handheld computer or PDA 6

Focus on Lawn & Gardening Focus on Lawn & Gardening Educational MarketEducational Market

Nearly 39 percent of Ohioans indicate they are Nearly 39 percent of Ohioans indicate they are very interested in lawn, gerdening, or home very interested in lawn, gerdening, or home landscaping topicslandscaping topics

Of these Ohioans, 41 percent are somewhat or Of these Ohioans, 41 percent are somewhat or very familiar with OSU Extension; 59 percent very familiar with OSU Extension; 59 percent are not at all familiarare not at all familiar Recall, 67 percent of all Ohioans were not at all Recall, 67 percent of all Ohioans were not at all

familiarfamiliar

Focus on Lawn & Gardening Focus on Lawn & Gardening Educational MarketEducational Market

Contrast Familiar w/ Extension by not familiar Contrast Familiar w/ Extension by not familiar among those interested in lawncare topicsamong those interested in lawncare topics 48 percent familiar have used an OSU bulletin 48 percent familiar have used an OSU bulletin

versus 3 percent of those not familiarversus 3 percent of those not familiar 23 percent of familiar have accessed OSUE 23 percent of familiar have accessed OSUE

website versus 3 percent of those not familiarwebsite versus 3 percent of those not familiar 61 percent of familiar rate experience with OSUE 61 percent of familiar rate experience with OSUE

excellent or good (35 percent no experience) excellent or good (35 percent no experience) versus 7 percent of those not familiar (90 percent versus 7 percent of those not familiar (90 percent no experience)no experience)

Focus on Lawn & Gardening Focus on Lawn & Gardening Educational MarketEducational Market

79 percent of those familiar with OSUE and 79 percent of those familiar with OSUE and interested in lawncare indicate it is very interested in lawncare indicate it is very important to maintain OSUE style service important to maintain OSUE style service versus 58 percent among those not familiar versus 58 percent among those not familiar with OSUEwith OSUE

Focus on Lawn & Gardening Focus on Lawn & Gardening Educational MarketEducational Market

Contrast familiar vs. not familiar with ExtensionContrast familiar vs. not familiar with Extension No difference: Newspaper, television, internetNo difference: Newspaper, television, internet Those not familiar with OSU extension more likely to Those not familiar with OSU extension more likely to

prefer radio as a source of informationprefer radio as a source of information Those familiar with OSU Extension more likely to prefer:Those familiar with OSU Extension more likely to prefer:

E-newsletters/updatesE-newsletters/updates Fact sheets/printed publicationsFact sheets/printed publications Workplace/Community presentations or seminarsWorkplace/Community presentations or seminars Information specialists available by phone or e-mailInformation specialists available by phone or e-mail Free information in public placesFree information in public places

Focus on Lawn & Gardening Focus on Lawn & Gardening Educational MarketEducational Market

Contrast by select demographic/geographicContrast by select demographic/geographic Those familiarThose familiar

Older, more educated, higher gross household incomeOlder, more educated, higher gross household income Regional breakdownRegional breakdown

58 percent of southeastern Ohioans interested in 58 percent of southeastern Ohioans interested in lawncare topics are familiar with OSU Extensionlawncare topics are familiar with OSU Extension

50 and 49 percent of Central and Northwest Ohioans 50 and 49 percent of Central and Northwest Ohioans interested in lawncare topics are familiar with OSUEinterested in lawncare topics are familiar with OSUE

42 and 37 percent of northeast and southwest Ohioans 42 and 37 percent of northeast and southwest Ohioans interested in lawncare topics are familiar.interested in lawncare topics are familiar.

Future DirectionsFuture Directions

On-going analysis and disseminationOn-going analysis and dissemination Work in collaboration with C&T to develop Work in collaboration with C&T to develop

analytical and dissemination strategyanalytical and dissemination strategy 2005 high demand topical subject matter for 2005 high demand topical subject matter for

external audiences will be related to local food external audiences will be related to local food systems (and organic)systems (and organic)

Opportunities for collaboration w/ interested Opportunities for collaboration w/ interested OSUE professionals interested in analysisOSUE professionals interested in analysis

2006 OH Survey2006 OH Survey

Planning to begin early 2005Planning to begin early 2005 Continued collaboration with C&TContinued collaboration with C&T Applied research topics under considerationApplied research topics under consideration

Agri-tourism/rural consumptive behaviorsAgri-tourism/rural consumptive behaviors Quality of Life AssessmentsQuality of Life Assessments Continued consumer food choice research (animal Continued consumer food choice research (animal

welfare theme)welfare theme)

QuestionsQuestions