Objective: Investigate consumer understanding and values about food production and sourcing.
Methods: Mail survey; dot survey at farmers markets; focus group discussions with seniors, Carey residents, food insecure with kids, and without kids
Outcomes: Healthy food was universally important to all of our participants. However, based on input from our focus groups, the term “healthy” was loaded and highly individual. For some families, healthy meant feeding their kids a full meal and having just enough rice leftover to eat themselves. For others, growing their own food or raising animals that they consumed were the cornerstones of healthy food. Here are a few findings from the mail-in survey; many more will be included in the final report:
- When making purchases, respondents, on average, ranked each of the following items – “affordable food,” “food that tastes good,” and “healthy food” as “very important.”
- Purchasing food grown in a way that is good for the environment was ranked between “somewhat” and “very important.”
- When purchasing food, survey respondents ranked “convenient to prepare,” “local,” “GMO-free” and “benefits the local economy”, on average, as “somewhat important.”
- Purchasing organic food was ranked between “not very important” to “somewhat important.”
- About 70% of our sample believes that “local food” means food that is grown or sourced either within a 100 mile radius of Blaine County or from anywhere in Southern Idaho.
- 4% of survey respondents grow food in their garden. Of the remaining 56.9% of respondents who do not currently grow food in their garden, 47.5% would be somewhat or very interested in learning about growing their own food.