’Local’ and ‘organic’ has a jumble of meanings to consumers
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.
- What to do now in regards to the 2014 Farm Bill
- Mistakes that hurt a farm's credit
- Mycogen Seeds introduces four new sunflower hybrids for 2015
- China cuts cotton import quotas to boost demand for its own fiber
- Hog futures the exception to bearish ag market rule Monday AM
- Gangster herbicide program update
- Despite USDA approval, Enlist trait faces hurdles
- Activist investor Peltz pushes DuPont to split itself
- USDA approves Dow’s Enlist corn, soybean traits
- Mapping technology help farmers understand soil
- Improve nutrient balance to boost corn yields
- Study shows differences in understanding sustainable agriculture
- U.S. GMO labeling foes triple spending in first half of this year
- Activists fighting Golden Rice even more in 2014
- Source shows half of GMO research is independent
- East-West Seed signs marketing collaboration with Monsanto
- White House issues veto threat on bill to block WOTUS rule
- USDA releases 2012 cash rents data report