the case for local foods mid-ohio valley: ag. opportunities conference jeff s. sharp, ohio state...
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The Case for Local FoodsThe Case for Local Foods
Mid-Ohio Valley: Ag. Opportunities ConferenceMid-Ohio Valley: Ag. Opportunities Conference
Jeff S. Sharp, Ohio State UniversityJeff S. Sharp, Ohio State University
March 17, 2007March 17, 2007
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Ohio SurveyOhio SurveyCore Project of the SRICore Project of the SRI
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Outline of PresentationOutline of Presentation
This is a dense presentation, informed by a lot of dataThis is a dense presentation, informed by a lot of data Highlight 4 noteworthy themes from the 2006 Ohio Highlight 4 noteworthy themes from the 2006 Ohio
Survey of Food, Agriculture & Environmental IssuesSurvey of Food, Agriculture & Environmental Issues Discuss characteristics of 5 consumer types, Discuss characteristics of 5 consumer types,
characterized by their interest in organic or localcharacterized by their interest in organic or local Also consider a motivated food consumer group as wellAlso consider a motivated food consumer group as well
Concluding observationsConcluding observations
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2006 Survey2006 Survey
Mail survey returned from 1,729 OhioansMail survey returned from 1,729 Ohioans Response rate of 55%Response rate of 55%
Respondents compare favorably to known Respondents compare favorably to known characteristics of Ohio populationcharacteristics of Ohio population
A higher proportion of respondents were homeowners A higher proportion of respondents were homeowners than is true of Ohio’s general populationthan is true of Ohio’s general population
Just over 3 percent of respondents resided on a Just over 3 percent of respondents resided on a farmfarm
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Four Insights from the Four Insights from the 2006 Statewide Survey2006 Statewide Survey
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#1: Must Prepare for #1: Must Prepare for Generational Transitions:Generational Transitions:
Knowledge, participation & Knowledge, participation & support of ag. consistently support of ag. consistently
higher among older Ohioanshigher among older Ohioans
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Self-reported level of knowledge about Self-reported level of knowledge about how or where food is grownhow or where food is grown
20%
65%
15%
0%
10%
20%
30%
40%
50%
60%
70%
Not at allKnowledgeable
SomewhatKnowledgeable
Very Knowledgeable
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Percent “Very Knowledgeable” Percent “Very Knowledgeable” by regionby region
0
5
10
15
20
25
30
% 27 18 15 13 12
North
west
South
eastCentral
South
west
North
east
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Percent “Not at all knowledgeable” Percent “Not at all knowledgeable” by Ageby Age
35%
18% 18%13%
0%
5%
10%
15%
20%
25%
30%
35%
40%
35 andyounger
36 to 50 51 to 64 65 and over
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#2: Agriculture Generally #2: Agriculture Generally Enjoys Widespread Support Enjoys Widespread Support
among Ohioansamong Ohioans
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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 2006: 88 percent agree or strongly agree2006: 88 percent agree or strongly agree 2004: 90 percent2004: 90 percent 2002: 92 percent2002: 92 percent
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Ag & EconomyAg & Economy
Ohio’s Economy will suffer if the state continues Ohio’s Economy will suffer if the state continues to lose farmersto lose farmers 2006: 84 percent agree or strongly agree2006: 84 percent agree or strongly agree 2004: 85 percent2004: 85 percent 2002: 80 percent2002: 80 percent
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Views of FarmersViews of Farmers
I trust Ohio farmers to protect the environmentI trust Ohio farmers to protect the environment 2006: 63 percent agree or strongly agree2006: 63 percent agree or strongly agree 2004: 67 percent2004: 67 percent 2002: 60 percent2002: 60 percent
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Animal WelfareAnimal Welfare
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 2006: 51 percent agree or strongly agree2006: 51 percent agree or strongly agree 2004: 47 percent2004: 47 percent 2002: 48 percent2002: 48 percent
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#3: Farmer-Nonfarmer #3: Farmer-Nonfarmer Relationships Matter:Relationships Matter:
Visiting with a farmer Visiting with a farmer associated with increased associated with increased
support & reduced concernssupport & reduced concerns
(63% of Ohioans report having no conversations (63% of Ohioans report having no conversations with farm household members)with farm household members)
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#4: Building Bridges to #4: Building Bridges to Nonfarmers—Participation in Nonfarmers—Participation in Farm & Rural “Recreation” Farm & Rural “Recreation”
Strongly Associated with Strongly Associated with Knowledge & Attitudes:Knowledge & Attitudes:
Must be prepared for the Must be prepared for the consequence, thoughconsequence, though
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Participation in Rural/Farm Related ActivitiesParticipation in Rural/Farm Related Activities
ActivityActivity % Occasionally % Occasionally or Frequentlyor Frequently
Recreational drive through the countryRecreational drive through the country 8282
Purchase at farmer’s market or Purchase at farmer’s market or roadside standroadside stand
7777
Buy locally grown foodsBuy locally grown foods 7676
Attend county fair/festivalAttend county fair/festival 5858
Visit pick your own farmVisit pick your own farm 3737
Tour/visit working farmTour/visit working farm 1616
Attend farm organization eventAttend farm organization event 1111
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Typology Analysis from the Typology Analysis from the 2004 Statewide Survey & 2004 Statewide Survey &
2005 Motivated Consumer 2005 Motivated Consumer StudyStudy
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Research ContextResearch Context
Organic “industrialization” challenges some Organic “industrialization” challenges some basic tenets of sustainable agriculture's visionbasic tenets of sustainable agriculture's vision Decoupling of the link between organic and localDecoupling of the link between organic and local
Research questionResearch question Who are the consumers that value the local and/or Who are the consumers that value the local and/or
organic attributes?organic attributes?
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Ohioans Interest in Local Ohioans Interest in Local and Organic Foodsand Organic Foods
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Frequency of purchasing local and Frequency of purchasing local and organic foodsorganic foods
32
57
10
1
7
33
42
18
0
10
20
30
40
50
60
Frequently Occassionally Seldom Never
Local Organic
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% frequently purchasing local and % frequently purchasing local and organic foods by regionorganic foods by region
45
39
31 3127
9 95
8 8
0
5
10
15
20
25
30
35
40
45
50
Southeast Northwest Northeast Central Southwest
Local Organic
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Why Consider TypologiesWhy Consider Typologies
Understanding motivations behind Understanding motivations behind consumptionconsumption
Assist growers and retailers in understanding Assist growers and retailers in understanding and developing their marketand developing their market
See Hartman Group for ongoing market See Hartman Group for ongoing market research & Consumer Profilesresearch & Consumer Profiles
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Ohio Types, based on interest in Ohio Types, based on interest in Local & OrganicLocal & Organic
Disinclined (19.2%)—rate both local and Disinclined (19.2%)—rate both local and organic as not important factors when making organic as not important factors when making food purchasesfood purchases
Moderately inclined (35.7%)—rate organic Moderately inclined (35.7%)—rate organic and local as somewhat important and local as somewhat important considerationsconsiderations
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Ohio types (cont.)Ohio types (cont.)
Locally inclined (20.2%)—rate local as Locally inclined (20.2%)—rate local as important, but not organicimportant, but not organic
Organically inclined (5.6%)—rate organic as Organically inclined (5.6%)—rate organic as important, but not localimportant, but not local
Dual inclined (19.3%)—rate organic and local Dual inclined (19.3%)—rate organic and local both as very important factorsboth as very important factors
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Frequency of purchasing local and Frequency of purchasing local and organic foods by typeorganic foods by type
(% indicating frequently)(% indicating frequently)
LocalLocal Dis-Dis-inclinedinclined
OrganicOrganic Mod. Mod. InclinedInclined
Dual Dual InclinedInclined
Frequently Frequently buy Organicbuy Organic
11 11 1414 66 2121
Frequently Frequently buy localbuy local
4040 1111 2222 2828 5454
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Willingness to Pay MoreWillingness to Pay More(% indicating WTP 10% or more)(% indicating WTP 10% or more)
LocalLocal Dis-Dis-inclinedinclined
OrganicOrganic Mod. Mod. InclinedInclined
Dual Dual InclinedInclined
LocalLocal 6868 4646 4848 6161 7070
OrganicOrganic 1919 1919 5656 5050 5454
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Disinclined (19 percent)Disinclined (19 percent)
Food safety:Food safety: Lowest level of concern about food safetyLowest level of concern about food safety
HealthHealth Little agreement that organic foods are healthier Little agreement that organic foods are healthier
than conventionalthan conventional DemographicsDemographics
Slightly higher proportion in Central and Southeast Slightly higher proportion in Central and Southeast OhioOhio
Large proportion of suburbanitesLarge proportion of suburbanites
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Moderately Inclined (36 percent)Moderately Inclined (36 percent)
Food safety:Food safety: Modest level of concern about food safetyModest level of concern about food safety
HealthHealth Modest agreement that organic foods are healthier Modest agreement that organic foods are healthier
than conventionalthan conventional Attitudes about Farming/FarmersAttitudes about Farming/Farmers
Modest to low social linkages to farmersModest to low social linkages to farmers
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Organically Inclined (6 percent)Organically Inclined (6 percent)
Food safety:Food safety: High concern about food safetyHigh concern about food safety
HealthHealth Strong belief that organic foods are healthier than Strong belief that organic foods are healthier than
conventionalconventional DemographicsDemographics
Youngest, highest income, most educatedYoungest, highest income, most educated Largest proportion w/ children under 5 in the homeLargest proportion w/ children under 5 in the home
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Organically Inclined (cont.)Organically Inclined (cont.) Attitudes about Farming/FarmersAttitudes about Farming/Farmers
Low level of trust of farmers to protect the Low level of trust of farmers to protect the environmentenvironment
Relatively low rating of grown in Ohio attribute Relatively low rating of grown in Ohio attribute and modest rating of keeping a farmer in businessand modest rating of keeping a farmer in business
Fewest social ties to farmersFewest social ties to farmers
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Locally Inclined (20 percent)Locally Inclined (20 percent)
Food safety:Food safety: Modest concern about food safetyModest concern about food safety
HealthHealth Little agreement that organic foods are healthier Little agreement that organic foods are healthier
than conventionalthan conventional
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Locally Inclined (cont.)Locally Inclined (cont.) Attitudes about Farming/FarmersAttitudes about Farming/Farmers
Strongest social linkages to farmersStrongest social linkages to farmers High level of trust of farmers to protect the High level of trust of farmers to protect the
environmentenvironment High rating of grown in Ohio attribute and keep a High rating of grown in Ohio attribute and keep a
farmer in businessfarmer in business
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Locally Inclined (cont.)Locally Inclined (cont.)
Shopping BehaviorsShopping Behaviors 24% frequently shop at Farmer’s Market24% frequently shop at Farmer’s Market Low frequency--member of food co-op or Low frequency--member of food co-op or
purchasing from a natural food grocerpurchasing from a natural food grocer DemographicsDemographics
Slightly younger than state average, slightly higher Slightly younger than state average, slightly higher income than state averageincome than state average
Slightly higher proportion of Northwest OhioansSlightly higher proportion of Northwest Ohioans
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Dual Inclined (19 percent)Dual Inclined (19 percent)
Food safety:Food safety: Highest level of concern about food safetyHighest level of concern about food safety
HealthHealth Strong agreement that organic foods are healthier Strong agreement that organic foods are healthier
than conventionalthan conventional 82 percent indicate being health conscious82 percent indicate being health conscious
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Dual Inclined (cont.)Dual Inclined (cont.)
Attitudes about Farming/FarmersAttitudes about Farming/Farmers Highest level of trust of farmers to protect the Highest level of trust of farmers to protect the
environmentenvironment Highest concern about the treatment of animals in Highest concern about the treatment of animals in
farmingfarming Very high rating of grown in Ohio attribute and of Very high rating of grown in Ohio attribute and of
keeping a farmer in businesskeeping a farmer in business
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Dual Inclined (cont.)Dual Inclined (cont.) Shopping BehaviorsShopping Behaviors
34% frequently shop at Farmer’s Market34% frequently shop at Farmer’s Market Relatively high frequency--member of food co-op Relatively high frequency--member of food co-op
or purchasing from a natural food groceror purchasing from a natural food grocer DemographicsDemographics
Much older on average, less educated, lower Much older on average, less educated, lower incomeincome
More common city or small town resident; also More common city or small town resident; also relatively higher frequency in southeastrelatively higher frequency in southeast
Much more likely to be womenMuch more likely to be women
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Data from a Known Group Data from a Known Group of Alternative Food System of Alternative Food System
ConsumersConsumers
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Motivated ConsumersMotivated Consumers
Mail survey of household of a relatively long-Mail survey of household of a relatively long-lived neighborhood food co-op located in lived neighborhood food co-op located in Central OhioCentral Ohio Sample was all household co-op members Sample was all household co-op members
allowing address to be used for mailing purposesallowing address to be used for mailing purposes 304 responses (74% response rate)304 responses (74% response rate)
Conducted Winter/Spring 2005Conducted Winter/Spring 2005
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Motivated ConsumersMotivated Consumers
Food safety:Food safety: High level of concern about food safety (~Dual)High level of concern about food safety (~Dual)
HealthHealth Near unanimous agreement that organic foods are Near unanimous agreement that organic foods are
healthier than conventionalhealthier than conventional Nearly all indicate being health consciousNearly all indicate being health conscious
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Motivated Consumers (cont.)Motivated Consumers (cont.) Shopping BehaviorsShopping Behaviors
33% frequently shop at Farmer’s Market (~Dual)33% frequently shop at Farmer’s Market (~Dual) All members of food co-opAll members of food co-op
DemographicsDemographics Much younger, relative to average statewide Much younger, relative to average statewide
respondentrespondent Very highly educated (81% BA or more), Average Very highly educated (81% BA or more), Average
income levelsincome levels Very liberal (all others types moderates)Very liberal (all others types moderates) 70% women70% women
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Availability and Price FactorsAvailability and Price Factors(% indicating very important factor)(% indicating very important factor)
DisDis M.Inc.M.Inc. Org.Org. LocLoc Dual. Dual. Inc.Inc.
M.C.M.C.
Available Available where shopwhere shop
6363 6464 6363 7070 8484 5454
PricePrice 6363 5959 6060 6767 7777 3030
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3 Concluding 3 Concluding ObservationsObservations
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#1: We find 2 broad classes #1: We find 2 broad classes of local food system of local food system
supporterssupporters
Local only—strong interest in supporting Local only—strong interest in supporting farmers & Ohio farmingfarmers & Ohio farming
Local (& organic)—Health, environment, Local (& organic)—Health, environment, broader spectrum of food & farming broader spectrum of food & farming
attributesattributes
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#2: Price & Convenience #2: Price & Convenience remain important to both remain important to both
local & dual inclinedlocal & dual inclined
Challenge of developing the local Challenge of developing the local foods distribution infrastructurefoods distribution infrastructure
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#3: Generational #3: Generational Transitions—challenge to Transitions—challenge to both the local & dual setsboth the local & dual sets
Local—growing social distance from Local—growing social distance from farmingfarming
Dual—will younger be interested in Dual—will younger be interested in cooking with whole foods?cooking with whole foods?
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Questions?Questions?
Contact Information:Contact Information:Jeff S. SharpJeff S. Sharp
[email protected]@osu.edu614-292-9410614-292-9410
http//.ohiosurvey.osu.eduhttp//.ohiosurvey.osu.edu