Central Coast consumers want more food-related information, from safety to ethics
AuthorPhilip H. Howard
Hilgardia 60(1):14-19. DOI:10.3733/ca.v060n01p14. January 2006.
Information is lacking on what consumers want to know about food production, processing, transportation and retailing. Focus groups and a random-sample mail survey of consumers in the Central Coast region indicate that food safety and nutrition generate the most interest. However, ethical concerns such as the humane treatment of animals, the environmental impacts of food production and social justice for farmworkers also have strong support. The results suggest that voluntary food labels on these issues may be a promising way to meet consumer needs for more information.
Dillman DA. Mail and Internet Surveys: The Tailored Design Method. 2000. 2nd ed. New York: J Wiley. 480.
Donaldson C, Thomas R, Torgerson DJ. Validity of open-ended and payment scale approaches to eliciting willingness to pay. Applied Econ. 1997. 29(1):79-85. https://doi.org/10.1080/000368497327425
[FMI] Food Marketing Institute. Key industry facts. 2003. May. Washington, DC. http://www.fmi.org/facts_figs/keyfacts/whenshop.htm .
[FTF] Fair Trade Federation. Report on fair trade trends in U.S., Canada and the Pacific Rim. 2003. Washington DC: http://www.fairtradefederation.com/2003_trends_report.pdf .
James JS. Consumer knowledge and acceptance of agricultural biotechnology vary. Cal Ag. 2004. 58(2):99-105.
Kinsey JD. The big shift from a food supply to a food demand chain. Minn Agr Econ 1999. 698pp.5-7.
Lockeretz W. Urban consumers' attitudes towards locally grown produce. Am J Alt Agr. 1986. 1(2):83-8.
McBride J. Food safety is major concern of shoppers. 1997. Washington DC: U.S. Department of Agriculture, Agricultural Research Service. Sept. 17. http://www.ars.usda.gov/is/pr/1997/970917.htm .
Morgan DL. The Focus Group Guide-book.. 1998. Thousand Oaks, CA: Sage Pub. 103.
[OTA] Organic Trade Association. Industry statistics and projected growth. 2003. Greenfield, MA: http://www.ota.com/organic/mt/business.html .
Rawson JM. Organic foods and the proposed federal certification and labeling program; 98–264 ENR. 1998. Washington DC: Congressional Research Service. http://www.ncseonline.org/NLE/CRSreports/Agriculture/ag-54.cfm .
Steptoe A, Pollard T, Wardle J. Development of a measure of the motives underlying the selection of food: The food choice questionnaire. Appetite. 1995. 25:267-84. https://doi.org/10.1006/appe.1995.0061 PubMed PMID: 8746966
Supermarket Guru. Quick poll results: Country of origin labeling. 2003. Santa Monica, CA: http://www.supermarketguru.com/page.cfm/2177 .
[UFW] United Farm Workers. UFW union label of the month. 2005. Keene, CA: http://www.ufw.org/ulmth.htm.
Also in this issue:Feedforward-Feedback Control of a Cross-Flow Grain Dryer
California Agriculture delivers access to peer-reviewed research
Letters: January-March 2006
Panel debates next Farm Bill's impact on California
Market incentives could bring U.S. agriculture and nutrition policies into accord
Food behavior checklist effectively evaluates nutrition education
Smaller loads reduce risk of back injuries during wine grape harvest
New controls investigated for vine mealybug