Dave Schmidt


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"Addressing Consumer Perceptions on Modern Food Production and Sustainability"

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  • Q10
  • Q18
  • Q18
  • Q18
  • Q8c
  • Q19
  • 18A. Which of the following sources, if any, do you trust for information on biotechnology?
  • 41a. What does the word “sustainability” mean to you? (OPEN-END)Long-lasting/Doesn’t stop or run out/shelf life 47%Stays the same/consistent 14%Green/no impact on the environment 8%Biotechnology 1%Don’t Know 14%Nothing 4%Other 25%Missing/Refused 5%
  • 41C. Are you willing to pay more for food and beverage products that fit your definition of sustainability?Yes 33%No 31%I Don’t Know 37%
  • The Alliance is not intended to replace any of the efforts currently underway.There currently is not a communications or advocacy campaign associated with the Alliance.
  • Clare Hasler of the Robert Mondavi Institute of Food Science at UC Davis is helping to recruit colleges and universities.
  • Dave Schmidt

    1. 1. Addressing ConsumerPerceptions About Modern Food Production andA Study of US Consumer Sustainability Trends David B. Schmidt President & CEOInternational Food Information Council & Foundation Illinois Soybean Association July 24, 2012 Chicago, IL
    2. 2. International Food Information Council (IFIC) and The Foundation Mission: To effectively communicate science-based information about food safety and nutrition to health and nutrition professionals, government officials, educators, journalists, and consumers. Mission: To effectively communicate science-based information about health, nutrition, and food safety for the public good. Primarily supported by the broad-based food, beverage, and agricultural industries. www.foodinsight.org
    3. 3. IFIC & Foundation Partners (partial list)• American Academy of Allergy, Asthma • Healthy Weight Commitment Foundation and Immunology • Institute of Food Technologists• American Academy of Family Physicians Foundation • Inter-American Institute for Cooperation on Agriculture• American Academy of Pediatrics • National Association of Pediatric Nurse• American Association of Diabetes Associates and Practitioners Educators • National Center for Food Protection &• American College of Sports Medicine Defense• The American Dietetic Association • National Institutes of Health• American Veterinary Medical Association • National Policy and Resource Center on Nutrition and Aging, Florida Int’l• Association of Womens Health, Obstetric, University and Neonatal Nurses • President’s Council on Physical Fitness• California Institute for Food and and Sports Agricultural Research • School Nutrition Association• Center for Food Integrity • Scripps Clinic and Research Foundation• Centers for Disease Control and Prevention • U.S. Agency for International Development• Consumer Federation of America • U.S. Department of Agriculture• Council for Agricultural Science and Technology • U.S. Department of State• The Culinary Institute of America • U.S. Environmental Protection Agency• The Food Allergy and Anaphylaxis • U.S. Food and Drug Administration Network • University of Illinois Functional Foods for• Food Marketing Institute Health Program• Harvard School of Public Health • WebMD • World Health Organization
    4. 4. Get Connected to the IFIC FOUNDATION in 2012Register for the FoodInsightNewsletter on our Web site:www.foodinsight.org  Join our Facebook Fan Page: Search For FoodInsight  Follow us on Twitter: @FoodInsight or @IFICMedia  Access our LinkedIn Page: Search for IFIC Foundation Subscribe to our RSS Feeds 2000
    5. 5. INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION2012 Food & Health SurveyConsumer Attitudes Toward Food Safety,Nutrition & Health May 2012 Preliminary Findings—Not for External Distribution
    6. 6. An online survey was conducted with 1,057METHODOLOGY Americans about their health, diet, influences on food selection, and related knowledge and beliefs. Methodology Web Survey Mathew Greenwald & Associates (Washington, DC), using Research Now’s Conducted By consumer panel. The results were weighted to ensure that they are as reflective as possible of the American population ages 18 to 80, as seen in the 2011 Current Population Population* survey. Specifically, they were weighted by age, education, gender, race/ethnicity, and region. Data Collection Period April 3 to April 13, 2012 1,057 Americans ages 18 to 80 Sample Size (Error) (+ 3.10 for 2011) (+ 4.3 among 2011, 2010, 2009, 2008, 2007, 2006) *Weighting is a widely accepted statistical technique that is used to ensure that the distribution of the sample reflects that of the population on key demographics. With any data collection method, even when the outgoing sample is balanced to the Census, some populations are more likely than others to respond. NOTES: • Respondents who completed the survey in less than seven minutes were not included in the final sample. • Percentages may not add to 100% or to totals shown due to rounding. International Food Information Council Foundation 6 2012 Food & Health Survey
    7. 7. One in four consumers verify new food/healthHEALTH ANDDIET information before trusting it, and a similar share say that their trust depends on the source of the information. If you read or heard new information about food and health, how would you decide whether or not to believe it? (Top Responses) All (n=1,057) Research it myself further using different/multiple sources 26% Depends on the source, if it is supported/endorsed by an organization I trust 24% E Use own judgment, do not believe it if it is too good to be true 14% Check internet/websites/Google (general) 11% Scientific research: research and testing, trials and reviews, facts, 9% E supporting data Medical source: ask a doctor, Dr. Oz, Mayo clinic website, health websites 9% W Talk to family, friend, co-worker: ask their opinion, see if they tried it 5% Try it out, see how I feel after trying 3% FDA endorsement 2% Consult with an expert (not doctor) 2% Depends on the information, what it’s about 2%E Highly educated consumers (college grads) are more likely than others to say it depends on the source or to believe scientific research.W Women are more likely than men to trust medical sources.International Food Information Council Foundation 72012 Food & Health Survey
    8. 8. INFORMATION Taste and price drive food and beverage choicesSOURCES &INFLUENCES more often than healthfulness. How much of an impact do the following have on your decision to buy foods and beverages? (% Rating 4 to 5 on 5-point scale, from “No impact” to “A great impact”) All (n=1,057) Taste 87% Price 73% Healthfulness 61% Convenience 53% Those with lower education levels are more likely to rate the impact of sustainability highly. This unexpected Sustainability 35% difference hints at the possibility that the term “sustainability” may be misunderstood by many.International Food Information Council Foundation 82012 Food & Health Survey
    9. 9. INFORMATION Older Americans are more likely than those whoSOURCES & are younger to say healthfulness, taste, andINFLUENCES sustainability impact their food selection. Price is more important for consumers younger than 50. How much of an impact do the following have on your decision to buy foods and beverages? (% Rating 4 to 5 on 5-point scale, from “No impact” to “A great impact”) All (n=1,057) % High Impact By Age 18-34 35-49 50-64 65-80 Taste 83% 85% 88% 92% Price 77% 78% 69% 62% Healthfulness 58% 60% 59% 74% Convenience 59% 54% 46% 52% Sustainability 33% 33% 34% 44% Bolded figures are significantly higher than counterpart groups.International Food Information Council Foundation 92012 Food & Health Survey
    10. 10. INFORMATION The impact of taste on food choices has remainedSOURCES & steady. However, price, healthfulness, andINFLUENCES sustainability dropped from peaks in 2011. Trend How much of an impact do the following have on your decision to buy foods and beverages? (% Rating 4 to 5 on 5-point scale, from “No impact” to “A great impact”) 88% 87% 87% 87% 85% 86% Taste 84% 79% Price 74% 73% 73% Healthfulness 72% 70% Convenience 66% 64% Sustainability 62% 61% 61% 65% 58% 58% 58% 55% 55% 56% 52% 52% 53% 48% 35% 2006 2007 2008 2009 2010 2011 2012 (n=1,060) (n=1,000) (n=1,000) (n=1,064) (n=1,006) (n=1,000) (n=1,057) Bolded 2012 figures are significantly different than 2011 percentages.International Food Information Council Foundation 102012 Food & Health Survey
    11. 11. SUSTAINABILITY Two-thirds say they have thought about the sustainability of their foods and beverages. Over the past year, how much thought have you given to whether foods and beverages are produced in a sustainable way? All (n=1,057) Not sure 4% A lot 24% None 30% 66% have given a lot or a little thought to the sustainability of their foods and beverages. A little 42% International Food Information Council Foundation 11 2012 Food & Health Survey
    12. 12. SUSTAINABILITY About four in ten regularly purchase locally-sourced or recyclable food and beverage products. Which of the following, if any, do you purposefully do on a regular basis? All (n=1,057) Percent Yes Buy foods and beverages that are advertised as “local” 41% Buy foods and beverages at farmers markets 39% Buy foods and beverages in recycled and/or recyclable packaging 38% Buy foods and beverages with the word “natural” on the label 35% Buy foods and beverages packaged using reduced materials (e.g., less plastic) 35% Buy foods and beverages that have “organic” on the label 26% Purchase products made by companies that donate to charitable causes 22% Grow your own food 22% Purchase products from companies that are ranked high in sustainability rating programs 21% Purchase products that employ cost/energy-efficient production/distribution methods 17% None 22% International Food Information Council Foundation 12 2012 Food & Health Survey
    13. 13. International Food Information CouncilConsumer Perceptions of A Study of US Consumer Food Technology Trends 2012 Survey Findings
    14. 14. METHODOLOGY 2012 2010 2008 Population: U.S. adults (18+) U.S. adults (18+) U.S. adults (18+) Methodology: 100% web 100% web 100% web Data collection March 7-19 April 5 – 26 July 29 – August 18 period: Sample Size (error): n= 750 n=750 n=1,000 (+3.58 pp) (+3.6 pp) (+3.1 pp) Weighting: Data weighted on Data weighted on gender, gender, age, race, education, marital status, and age, race, education, region to be nationally representative marital status, region, and income to be nationally representative* Research conducted by Cogent Research of Cambridge, Massachusetts*Use of the term significant throughout the report refers to the statistical significance – meaning we are95% confident that the change indicated in the sample exists in the total universe.
    15. 15. Confidence in the Food Supply 2012 2010 2008 18% 18% 18% Confident 51% 51% 50% 9% 10% 10% Not confident 1% 2% 3% Neutral 19% 20% 21% Very confident Somewhat confident Not very confident Not at all confidentQ11. How confident are you about the safety of the US food supply? Would you say…?
    16. 16. 16 Food Safety ConcernsPercent concerned with each food safety issue (unaided): 2012 2010 Disease/contamination 29% 29% Handling/preparation 21% 23% * Denotes Preservatives/Chemicals 13%* 8% statistical significance from 2010 Health/nutrition 8% 7% Agricultural production 7% 6% Food sources 7% 8% Packaging/labeling 5% 4% Biotech 2% 2% Processed foods 1% 1% Other 1% 1% Q12. What, if anything, are you concerned about when it comes to food safety? [OPEN END]
    17. 17. 17 Types of Food Avoiding Biotech foods do not make the list of items Americans are avoiding. Sugar/carbs 52% Sugars 43% Carbs 29% Fats/oils/cholesterol 26% Animal products 22% Salt/sodium 17% Category n=400Snack foods/fast foods/soda 17% Subcategory Artificial/additives 3% Other 12% Processed/refined foods 4% Spices 2% Biotech 0% Dont Know/ Refused 3% Q 8. [IF AVOIDED FOODS] What foods or ingredients have you avoided? [OPEN END]
    18. 18. 18Interest in Adding Information to Current Food Labels Most Americans do not wish to see any additional information on food labels Yes No 2012 2010 2008 2007 24% „10 18% 16% 14% 76% 82% 84% 86% ‘12 ‘12 ‘12 Q9. Can you think of any information that is not currently included on food labels that you would like to see on food labels? Q 10. [IF YES] What types of information would that be? [OPEN END] *Those who said "Nothing" or "Don’t know" to Q10 were recoded as "No" answers in Q2.
    19. 19. 19 More Label Information Desired Biotechnology is not top of mind when it comes to additional information consumers want on the label.(Less than 30% of total sample would like to see additional info on the label) Nutritional Info 36% Ingredients 19% Food Safety Info (ex: allergy info, 18% expiration dates, side effects) Source/Processing Info 12% n=178 Other 9% Dont Know/Refused 10% Biotechnology (incl: "GMO", 3% Engineered/Modified, Genetic) Q 9 . Can you think of any information that is nor currently included in food labels that you would like to see on food labels? Q10. [If yes . . .] What types of information would that be? [OPEN-END]
    20. 20. 20 The Majority of Americans Support the FDA Labeling Policy 2012 Oppose 14% Neutral 20% Support 66%Q24. The U.S. Food and Drug Administration (FDA) requires special labeling when a food is produced under certain conditions: When biotechnologys use substantially changes the foods nutritional content, like vitamins or fat, or its composition; or when a potential safety issue is identified. Otherwise, special labeling is not required. Would you say that you strongly support, somewhat support, neither support nor oppose, somewhat oppose or strongly oppose this FDA policy?
    21. 21. 21 Perception of Benefits of Biotechnology 2012 (Among those who say "yes“) Benefits of Biotechnology in Next 5 Years: Nutrition/health benefits 35% Improved quality/taste/ variety 22% Price/economic benefits 21% Improved crops/agricultural Yes No production 13% 35% Safer foods 11% 20% Reduced pesticides/ chemicals 3% Other 13% Dont Dont know 3% Nothing 2% Know Missing/ 8% 45% RefusedQ 17. Do you feel that biotechnology will provide benefits for you or your family within the next five years?Q 18. What benefits do you expect? [OPEN END]
    22. 22. 22 Awareness of Availability of Biotech Foods 2012 (Among those who said “yes”) Biotech Foods Believed to Be Available in the Supermarket: Vegetables 31% Fruits 24% Corn/Corn products 19% Meats/Eggs/Fish 18% Yes Cereals/Grains 13%* Processed Foods 11%* 30% Tomatoes 10%Dont Know Milk/Dairy 6% 59% Soy 4% Other 0%* Missing/Refused 6% No Nothing 3% Don’t Know 9% 11% „10 * Denotes statistical significance from 2010Q 15. As far as you know, are there any foods produced through biotechnology in the supermarket now?Q 16. If yes, which foods would those be? [OPEN END]
    23. 23. Trusted Sources For Information on Biotechnology Total Ranked Ranked Ranked Source Ranked 1st 2nd 3rd 1st – 5thHealth organization (e.g., American Medical Association, AHA, etc.) 57% 13% 19% 9%Health professional (e.g., doctor, , nurse, pharmacist, dietitian, etc) 56% 15% 11% 12%Government agency (e.g., USDA, FDA, CDC, etc.) 50% 19% 7% 10%Agriculture organization (e.g., Farm Bureau, Future Farmers of 47% 8% 7% 11%America, etc.)Consumer advocacy group 34% 4% 6% 8%Product manufacturer (e.g., website, advertising, etc) 30% 2% 6% 6%Food label 29% 4% 5% 4%Universities or colleges 25% 5% 6% 6%Website 20% 2% 5% 3%TV or radio news program 18% 1% 4% 6%TV or radio ad 13% 4% 2% 2%Friends/family 18% 3% 4% 4%Grocery store, drug store, or specialty store 18% 3% 3% 4%Newspaper or magazine 16% 3% 1% 7%Cooking show 15% 4% 2% 2%Blog or social networking site (e.g., Twitter, Facebook, etc) 14% 2% 4% 1%Church/faith-based group 12% 4% 3% 0%Public official (e.g., Senator, governor, mayor, etc.) 10% 0% 2% 1%Talk show 9% 1% 3% 2%School 9% 1% 1% 0%Other (specify) (KEEP LAST) 1% 0% 0% 0%
    24. 24. http://www.foodinsight.org/biotechvideos.aspx 2000
    25. 25. Likelihood to Purchase Biotech Foods The majority of Americans continue to be likely to purchase biotech foods for specific benefits. Yet a consistent minority say they are unlikely to purchase, despite these benefits. 31% 30% 29% 26% 28% 23% 18% 28% 26% 45% 46% 49% 47% 48% 47% 43% 42% 42% 22% 18% 17% 17% 20% 23% 25% 24% 23% 5% 6% 7% 7% 6% 8% 8% 7% 7% 2012 2010 2012 2010 2012 2010 2012 2012 2010 Provide more *Taste better/fresher *Pesticide reduction Reduce saturated fats Biotech wheat healthful fats Not too likely Not at all likely Somewhat likely Very likely * Split sample, n= 375. All things being equal, how likely would you be to buy a variety of produce, like corn, lettuce, tomatoes or potatoes, if it had been modified by biotechnology to (Q19A=taste better or fresher, Q20A=be protected from insect damage and required fewer pesticide applicationsQ21-23B= All things being equal, how likely would you be to buy a food product (Q21= made with oils that had been modified by biotechnology to reduce the saturated fat content in the food, Q23=provide more healthful fats, like Omega-3, in the food, Q23B=food products made from biotech wheat to use less land, water, and/or pesticides)?
    26. 26. 26 Impressions of Farmers Using Biotechnology to Help Meet Food Demand 2012 Dont Know 11% Not Favorable Favorable 15% 49% Neutral 25%Q23C. What is your overall impression of farmers using biotechnology to grow more crops that would help meet food demand? Would you say you are…?
    27. 27. 2000
    28. 28. Consumers’ Definitions of “Sustainability” More than half of Americans define sustainability in terms of longevity. Long-lasting/Doesnt stop or run out/shelf life 47% Stays the same/consistent 16% Green/no impact on the environment 8% Missing/Refused 5% Nothing 4% Biotechnology 1% Other 27% Dont Know 14%Q41A. What does the word “sustainability” mean to you? (OPEN-END)
    29. 29. Willingness to Pay More for “Sustainable” Products 2012 Yes Do not know 33% 37% No 31%Q41C. Are you willing to pay more for food and beverage products that fit your definition of sustainability?
    30. 30. Importance of Aspects of Sustainability 2012 Percent that ranked each aspect first or second: Conserving the natural habitat 16% 19% Ensuring a sufficient food supply 19% 13% Reducing the amount of pesticides 16% 14% Ensuring an affordable food supply 12% 12%Produce more food with less use of 10% 13% natural resources Less food and energy waste 7% 8% Fewer food miles 9% 7% Lower carbon footprints 5% 6% Recyclable packaging 4% 4% Reduced packaging material 3% 4% Selected first Selected secondQ42A. Please rank the following aspects of “sustainability” in order of importance to you.
    31. 31. Responsibility to Meet Increased Food Demand 2012 Percent that ranked each aspect first or second: Farmers/ranchers 25% 26% Government 30% 13% Food product manufacturers 12% 25% Scientists 12% 15% Consumers 11% 11% Grocery stores and other food retailers 6% 6% Restaurants 3% 4% Other 1% 0% Selected first Selected secondQ42B With the population estimated to grow to more than 9 billion people by 2050, there will be significant demand placed on our agriculture system to produce more food more efficiently. Who do you believe is primarily responsible for ensuring continued access to a safe, affordable, abundant food supply? Please rank in order of responsibility.
    32. 32. Alliance to Feed the Future: Nourishing a Growing Planet
    33. 33. Alliance to Feed the Future Meeting the world’s increasing food needs responsibly, efficiently andNourishing a growing planet. affordably. Our Vision: A balanced public dialogue on how modern agriculture, technology innovation, and food production benefit society Our Mission: To raise awareness and improve understanding of the benefits & necessity of modern food production and technology in order to meet global demand
    34. 34. Alliance to Feed the FutureNourishing a growing planet. www.alliancetofeedthefuture.org What: Umbrella network of initiatives responding to attacks on the modern food system. Why: Connect various initiatives to be more effective. Who: Professionals and How: Member website to societies, universities, access existing government agencies, information, research, and industry and commodity resources; regular meetings groups, communicators, to provide updates and etc. determine additional needs.
    35. 35. Alliance to Feed the Future www.alliancetofeedthefuture.orgNourishing a growing planet. 105 Members and Growing! • Agriculture Council of America, Ag Day • CA Institute for Food & Agricultural • Agriculture Future of America Research at UC Davis • Agricultural Retailers Association • Calorie Control Council • American Agri-Women • Can Manufacturers Institute • American Bakers Association • Canned Food Alliance • American Commodity Distribution • Center for Food Integrity Association • Corn Refiners Association • American Farmers for the Advancement • Council for Agricultural Science & Technology & Conservation of Technology (AFACT) (CAST) • American Feed Industry Association • Council for Responsible Nutrition • American Frozen Food Institute • CropLife America • American Meat Institute • Crop Science Society of America • American Peanut Council • Council for Biotechnology Information • American Seed Trade Association • Egg Nutrition Center • American Society of Agronomy • Family, Career & Community Leaders of America • American Society for Nutrition • The Fertilizer Institute • American Soybean Association • Flavor and Extract Manufacturers Association of • Animal Agriculture Alliance the United States • Animal Health Institute • The Food Institute • Association for Dressings and Sauces • Frozen Potato Product Institute • Association of Equipment Manufacturers • Biotechnology Industry Organization
    36. 36. Alliance to Feed the the Future Alliance to Feed Future Meeting the world’s increasing food www.alliancetofeedthefuture.org needs responsibly, efficiently andNourishing www.alliancetofeedthefuture.org a growing planet. affordably. 105 Members and Growing!• Global Midwest Alliance • Midwest Food Processors Association• Grocery Manufacturers Association • National Agricultural Biotechnology Council• GMA Science & Education Foundation • Milk Industry Foundation• Healthy Weight Commitment Foundation • MilkPEP• Inter-American Institute for Cooperation on Agriculture (IICA) • National Association of Margarine Manufacturers• Institute for Food Safety and Health • National Association of Plant Breeders• Institute of Food Technologists • National Association of Wheat Growers• Institute of Shortening and Edible Oils • National Cheese Institute• International Association of Color Manufacturers • National Chicken Council• International Dairy Foods Association • National Coalition for Food and• International Food Additives Council Agricultural Research• International Food Information Council • National Confectioners Association• International Foodservice Distributors Association • National Council of Agricultural Employers• International Formula Council • National FFA Foundation• International Ice Cream Association • National Fisheries Institute• Iowa State University, College of Agriculture • National Frozen Pizza Institute and Life Sciences • National Institute for Animal Agriculture• Irrigation Association • National Livestock Producers Association• Juice Products Association • National Pasta Association• Kentucky Livestock Coalition • National Peanut Board• Kentucky Soybean Association• Kentucky Soybean Promotion Board
    37. 37. Alliance to Feed the the Future Alliance to Feed Future Meeting the world’s increasing food www.alliancetofeedthefuture.org needs responsibly, efficiently andNourishing www.alliancetofeedthefuture.org a growing planet. affordably. 105 Members and Growing!• National Pecan Shellers Association • STEMconnector• National Restaurant Association • United Egg Producers • United Fresh Produce Association• National Turkey Federation • University of Florida Institute of Food• New Mexico State University College of & Agricultural Sciences Agricultural, Consumer and • University of Georgia, College of Environmental Sciences Agricultural & Environmental Sciences• The Ohio State University • University of Illinois, Agricultural Department of Food Science and Communications Technology Program• Pennsylvania State University, • University of Massachusetts, Department of Dept. of Dairy & Animal Science Food Science• Pennsylvania State University, • USA Rice Federation Department of Food Science • U.S. Cattlemens Association• Pink Lady America • U.S. Custom Harvesters• Produce Marketing Association • Vinegar Institute• Research Chefs Association • Women Involved in Farm Economics (WIFE)• Robert Mondavi Institute for Wine & • Yellow Tractor Program Food Science at UC Davis• Shelf-Stable Food Processors Association• Snack Food Association• Soil Science Society of America• Southern Food & Beverage Museum
    38. 38. IFIC Foundation’s“Understanding Our Food” Communications Tool KitDownload and print at:www.foodinsight.org/understandingourfood.aspx
    39. 39. Questions?schmidt@ific.org THANK YOU! 39