Skip to Content.
Sympa Menu

market-farming - [Market-farming] Farmers Tune in to Consumer preferences...

market-farming AT lists.ibiblio.org

Subject: Market Farming

List archive

Chronological Thread  
  • From: "Rick Williams" <mrfarm AT frontiernet.net>
  • To: "Marketfarming" <market-farming AT lists.ibiblio.org>
  • Subject: [Market-farming] Farmers Tune in to Consumer preferences...
  • Date: Tue, 11 Feb 2003 18:23:01 -0600

Here is some current marketing information from the Feb 5, 2003 Farm Bureau
News. For you FB members, you probably have seen this already, but some may
not be members so thought you might enjoy:

"Farmers tuning in to consumer preferences, expectations"

AFBF commissioned the study in partnership with Altria Group, Inc. (former
Philip Morris Mgmt. Corp.) Roper ASW conducted the 100 plus question survey
in Aug/Sep 2002, with an n=1000. They also asked a group of farmers/ranchers
(n=700) to assess consumer expectations and to predict their future farming
practices. Comparing this study with a similar one done in 1999, the gap
between the Consumer importance rating and the Consumer satisfaction rating
narrowed. (I don't have that info). On a scale of 1 to 10 with 10 being
maximum importance or satisfaction, there was often less than one point
lower for consumer satisfaction. This suggests that consumers are fairly
satisfied and have continued consumer support for agriculture.

However, one finding was that farmers underestimated consumers expectations.

You can access the article on the web site at :
http://www.fb.org/news/fbn/html/farmers.html

But the big thing from my perspective, is how the consumers ranked the
things of most to least importance on the ten point scale. This is not in
the order in the article because they ranked by the gap between perceived
satisfaction:

9.4 Freshness
9.2 Taste
9.1 Minimizing risk of bacteria
8.9 Maintaining nutritional value
7.6 Livestock and poultry being treated humanely
7.6 Foods grown without pesticides
7.4 Producing foods in ways that maintain environmental resources and
productivity for future
7.2 Meat and poultry not being given antibiotics
7.2 Dairy products that are low in fat and cholesterol
7.1 Meat and poultry bred to be low in fat and cholesterol
7.0 Foods available year-round, even out of season

Sincerely,

Rick Williams






  • [Market-farming] Farmers Tune in to Consumer preferences..., Rick Williams, 02/11/2003

Archive powered by MHonArc 2.6.24.

Top of Page