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

Ohio SurveyOhio SurveyCore Project of the SRICore Project of the SRI

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

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

Four Insights from the Four Insights from the 2006 Statewide Survey2006 Statewide Survey

#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

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

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

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

#2: Agriculture Generally #2: Agriculture Generally Enjoys Widespread Support Enjoys Widespread Support

among Ohioansamong Ohioans

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

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

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

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

#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)

#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

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

Typology Analysis from the Typology Analysis from the 2004 Statewide Survey & 2004 Statewide Survey &

2005 Motivated Consumer 2005 Motivated Consumer StudyStudy

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?

Ohioans Interest in Local Ohioans Interest in Local and Organic Foodsand Organic Foods

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

% 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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Data from a Known Group Data from a Known Group of Alternative Food System of Alternative Food System

ConsumersConsumers

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

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

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

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

3 Concluding 3 Concluding ObservationsObservations

#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

#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

#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?

Questions?Questions?

Contact Information:Contact Information:Jeff S. SharpJeff S. Sharp

sharp.123@osu.edusharp.123@osu.edu614-292-9410614-292-9410

http//.ohiosurvey.osu.eduhttp//.ohiosurvey.osu.edu