’Local’ and ‘organic’ has a jumble of meanings to consumers

 Resize text         Printer-friendly version of this article Printer-friendly version of this article

Recent research among consumers in Canada and the U.S. helped identify perceptions about the terms "local" and "organic." An online survey of 2,511 consumers revealed communications challenges and opportunities such as:

•23% of the total sample incorrectly perceived "local" as having been produced organically (locally).

•17% perceived "local" as involving no use of synthetic pesticides.

•20% perceived "local" as involving less pesticide residue on product.

•21% perceived "local" as involving natural fertilizer used.

•17% incorrectly associated "organic" with being produced locally.

•Some perceptions of Canadian and U.S. consumers differed substantially, especially with regard to "local."

"Sadly, 'local' and 'organic' have had the misfortune of entering our vocabulary as separate concepts and then getting jumbled into one, unclear concept." Researchers suggested adding education throughout the marketing process to help plant producers clarify and correct terminology for all consumers.

You can read the research report here.

Comments (0) Leave a comment 

e-Mail (required)


characters left

Ag-Bag MX1012 Commercial Silage Bagger

"The Ag-Bag MX1012 Commercial Silage Bagger is an ideal engine driven mid-size bagger, designed to serve the 150 to 750 ... Read More

View all Products in this segment

View All Buyers Guides

Feedback Form
Leads to Insight