OHIOANS ATTITUDES ABOUT LOCAL AND ORGANIC FOODS

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1 OHIOANS ATTITUDES ABOUT LOCAL AND ORGANIC FOODS A TOPICAL REPORT FROM THE 2004 OHIO SURVEY OF FOOD, AGRICULTURAL AND ENVIRONMENTAL ISSUES Prepared by Andrew Rauch, Molly Bean Smith, and Jeff S. Sharp January 2005 SOCIAL RESPONSIBILITY INITIATIVE DEPARTMENT OF HUMAN AND COMMUNITY RESOURCE DEVELOPMENT THE OHIO STATE UNIVERSITY

2 Study Background The Ohio Survey of Food, Agricultural, and Environmental Issues is a biennial statewide survey of rural and urban Ohioans conducted by the Department of Human and Community Resource Development. The study s primary objective is to measure Ohioans attitudes on a variety of topics related to food, agriculture, and the environment, and to track changes in those attitudes over time. The survey was first conducted in The current version of the Ohio Survey was mailed to nearly 3,500 randomly selected Ohioans between June and September The response rate was over 56%, which is favorable for this type of survey. The project was jointly funded by Ohio State University s Department of Human and Community Resource Development, Ohio State University Extension, the Ohio Agricultural Research and Development Center (OARDC), and the College of Food, Agricultural, and Environmental Sciences. Characteristics of Respondents Generally, survey respondents matched closely with 2000 census statistics for the adult population of Ohioans in terms of age, gender, proportion of households with children, employment status, and household income. The sample was slightly more educated, reported slightly higher home values, and included a smaller proportion of African-American respondents compared to the statewide population. The most substantial difference between the sample and the state population is that a larger proportion of sample respondents reported residing in owneroccupied housing units compared to the general state population. Respondents to the 2004 survey resided in a variety of places (Figure 1). More than 62% of respondents resided in either a city or a suburb, and 18% resided in a small town. Sixteen percent resided in the country, not on a farm, and just over 4% resided in the country, on a farm. Figure 1. Respondents by type of place.

3 Many Ohioans have some degree of concern about food safety, according to the 2004 Ohio Survey. The survey responses from over 1800 Ohioans also revealed that respondents have a strong interest in using food to help them maintain good health. In addition, respondents had a relatively strong interest in purchasing locally grown foods, while interest in organically grown food was more modest. However, when it comes to purchasing food, respondents admitted that taste, product availability, nutritional value, and price were even more important than whether the food was grown locally or organically. Still, a considerable portion of respondents said they would pay more for locally grown or organic foods. Strong Concern About Food Safety More than 86% of respondents agreed or strongly agreed that food safety is a major concern of theirs. Nearly half (47%) of all respondents agreed or strongly agreed that Food is not as safe as it was 10 years ago. (Figure 2.) Figure 2. Food is not as safe as 10 years ago. Respondents who strongly agreed that food is not as safe as it was 10 years ago were more likely to indicate they purchase both locally grown foods and organically grown foods frequently. Strong Interest in Food and Health: The majority of respondents (68%) agreed or strongly agreed that they consider themselves to be health conscious, and 84% agreed or strongly agreed that they are interested in using food to maintain good health. Moreover, 58% of respondents agreed or strongly agreed that it is important for them to know how their food is grown (Figure 3). Figure 3. Knowing how food is grown is important. Respondents who strongly agreed with the statement I consider myself health conscious were more likely than others to indicate they purchase locally or organically grown foods frequently. Respondents who strongly agreed with the statement I am knowledgeable of the health benefits of the foods I eat were also more likely to indicate they purchase either local or organic foods frequently.

4 Other Considerations Important in Food Purchases In addition to health and safety, Ohioans identified a variety of factors they consider when purchasing food. Taste was by far the most important factor, with 91 percent of respondents indicating it was very important in their purchase considerations. Product availability, nutritional value, and price also were very important considerations reported by most respondents. Whether a food was grown locally was a very important factor for 27% of respondents, and whether a food was labeled organically grown was a very important consideration for 17% of respondents. A large proportion of respondents (55%) reported that keeping a local farmer in business is a very important factor when purchasing food. Support Strong for Local, Moderate for Organic Foods Eighty-nine percent of respondents indicated they occasionally or frequently purchase locally grown foods (Figure 4). Forty-one percent answered they occasionally or frequently purchase organically grown foods. Figure 4. Purchase of local and organic foods. Table 1. Importance of Factors Considered When Purchasing Food Very Important Taste 91% Food product is available where you normally shop 68% Nutritional value 66% Price 65% Food purchase will keep a local farmer in business 55% Added health benefits beyond basic nutrition 51% Meat, poultry, and dairy products from humanely trea ated animals 43% Grown in the state of Ohio 31% Grown locally 27% Labeled organic 17% Grown locally and labeled organic 17%

5 Although respondents indicated a greater frequency of purchasing local foods, 41% of Ohioans indicated they were not willing to pay more for locally grown foods. On the other hand, 50% indicated that they would be willing to pay at least 10% more for locally grown foods (Figure 4). Sixty-one percent of respondents indicated they were unwilling to pay more for organically grown foods while 32% answered that they would pay at least 10% more for such foods (Figure 5). Figure 5. Willing to pay for local or organic foods. Most Have Access to Locally Grown Foods Overall, 70% of respondents indicated that locally grown foods are available at the places they normally shop. Farm markets represent one common source for accessing locally grown foods. When asked how often they purchase farm produce or other food items at a farmer s market or roadside stand, half of all respondents answered occasionally, while 23% indicated that they do so frequently. Southeastern Ohioans Are Bigger Supporters of Local, Organic Foods Residents of southeastern Ohio indicated a greater frequency than those from other regions of purchasing food items at farmer s markets and roadside stands. Respondents age 55 years and older also reported more frequent purchases at farmers markets. Natural food grocery stores and food coops were a less popular means of accessing foods that may be locally grown: 70% of respondents indicated that they seldom or never shop at those types of stores.

6 Older Respondents More Likely to Buy Locally Grown Foods The most frequent purchasers of locally grown foods were respondents from older age groups 39% of respondents age 55 years and older indicated they purchase locally grown or produced food frequently. Twenty-nine percent of respondents between 35 and 54, and 22 percent between 18 and 34, indicated frequent purchases of locally grown food. Respondents from southeastern Ohio reported the most frequent purchasing of local foods. Forty-five percent reported that they purchase locally grown foods frequently (Figure 6). Southwestern Ohio respondents were the least likely to frequently purchase local foods (27%). Willingness to Pay More for Local Foods Forty-eight percent of respondents from lower-income groups (below $20,000 per year) indicated they were unwilling to pay more for local foods, while 40% of middleincome respondents ($20,000 to $74,999) and 37% of upper-income respondents ($75,000 and above) indicated that they would not pay more for locally grown foods. Fifty-three percent of respondents from southeastern Ohio reported a willingness to pay 10% more for locally grown foods. A relatively large proportion of Central Ohio respondents (11%) expressed a willingness to pay 25% more for locally grown foods. Most Have Access to Organically Grown Foods Over three quarters (79 percent) of Ohioans report that organically grown foods are available where they normally shop. Nearly 40% agreed or strongly agreed that organic foods are healthier than conventionally produced foods. However, nearly 70% agreed or strongly agreed that organically grown foods are too expensive (Figure 7). Figure 6. Frequent local food purchase by region in Ohio.

7 Figure 7: Organic foods are too expensive. Respondents from northeastern Ohio most strongly agreed that organic foods are too expensive compared to respondents from other regions (71% answered agree or strongly agree ). Seventy-two percent of lower-income respondents strongly agreed with this statement compared with 69% of middle- and 67% of upper-income respondents. Younger Respondents Purchase More Organically Grown Foods Younger Ohioans purchase organic foods more frequently than older and middleaged Ohioans, and middle-income Ohioans report purchasing organics more frequently than lower- and upper-income Ohioans. Residents of the southeastern region of Ohio reported the greatest frequency of purchasing organically grown or produced foods (45% answered occasionally or frequently ), followed by southwestern Ohio (43% answered occasionally or frequently ). However, the southwestern Ohio region also was home to the highest percentage of those who reported never having purchased organic foods (20%). Younger Respondents Willing to Pay More for Organic Foods Middle-aged Ohioans were least willing to pay more for organic foods, while younger Ohioans expressed a greater willingness to pay more. Ohioans with lower incomes are least willing to pay more, while upper income Ohioans report a greater willingness. Southeastern Ohio residents are the least likely to indicate a willingness to pay more for organic foods (67% answered not willing to pay more ), while the greatest overall willingness to pay more was identified among residents of southwestern (42%) and Central Ohio (41%). Acknowledgments The project was funded by the Department of Human and Community Resource Development; OSU Extension; the Ohio Agricultural Research and Development Center (OARDC); and the College of Food, Agricultural, and Environmental Sciences. For additional information about the study and findings related to this topic, contact Jeff S. Sharp at or (sharp.123@osu.edu).

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