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Words Matter: How evolving consumer

values can be triggered by word associations

Jodee EllettLocal Foods Coordinator

4 January 2018

Jodee EllettLocal Foods CoordinatorPurdue Extension

Changing consumer values

Triple Bottom Line

Local Food Words

National Consumer Survey

Changing consumer values

Consumer Value Driver Plate

51%

Evolving

Consumers

who prefer

evolving food

shopping

values

49%

Traditional

Consumers

Who prefer

traditional food

shopping

values

Consumer Pulling for Change

Transparency and Production Practices

Consumer Pulling for Change

Health and Transparency

Why do consumers choose to buy from local farmers? Food Values

Driving Changein theFood System

QualityTransparencyFreshnessNaturalOrganicHealthy foodGood valueLocalExperienceCultural

Average mileage truck

travelled to reach Chicago

Produce Terminal in 1998

‘Food Miles’

Pirog et al., Food, Fuel, and Freeways: An Iowa perspective on how far food travels, fuel usage, and greenhouse gas emissions. 2001

Origins of the Local Food Movement

locavore[loh-kuh-vawr, -vohr]

noun 1. a person who makes an effort to eat food that is grown, raised, or produced locally, usually within 100 miles of home.

Random House Dictionary, 2005 word origin

Triple Bottom Line

Triple bottom line for local food

People

Social

Food that is affordable,

accessible and healthy

Place

Environmental

Sustaining natural

resources for food production

Profit

Economic

Profitable businesses and supply chains

developed

Local Food Words

Foodshed

Local Food System

Community Food System

Local Food Words

FoodshedGeographic region of food production for a population

Local food value chain

Farm Inputs

Production Processing Distribution Markets Consumers

Waste

Community Food System

HealthAccess Youth

Economic Opportunity

JobsLand Farmers

National Consumer Survey(results not available online)

Jodee EllettLocal Foods CoordinatorPurdue Extension

jellett@purdue.eduwww.purdue.edu/localfood

Thank you!