Indicator consumers are looking to food labels for more andØ different types of information, seeking even more facts about product content and the production environment of products. These demands are likely to shape the content and presentation of information electively placed on labels to achieve marketing goals.
These consumers will consider information on food productionØ provided by food manufacturers and farmer organizations, having identified them as preferred sources. This opens the door for expanded roles for those attuned to consumer concerns.
Effective educational and marketing materials will reflectØ language choices based on consumers’ positive view of “farmers” and “family farms,” as opposed to their less accepting view of “agribusiness” and “ag industry.”
Additional conclusions are available in the full SegmenTrak report.
This study reports the findings of an online study conducted in February 2010 that included 444 respondents between the ages of 23 and 55, drawn from the continental
Source: Drovers (sister publication to Dairy Herd Management)