Consumers’ expectations at the grocery store are continuously on the rise. And with the growing trend of farmer’s markets and farm-direct sales, the demand to be more market-savvy has substantially increased for food producers throughout the production chain. Many producers turn to their state and national associations and organizations for help and information.
The Produce Marketing Association (PMA), for example, reports a 17 percent increase in the importance consumers place on fresh fruits and vegetables. However, no more consumers are eating vegetables today than they were 40 years ago. In conjunction, consumers say two primary factors drive the purchase decision for fruits and vegetables:
- 65% of consumers say price affects purchase decision
- 75% of consumers say quality affects purchase decision
The PMA research concludes that a resounding majority of consumers eat vegetables because they’re healthy, yet producing healthiness without flavor (quality) is not going to cut it for vegetable producers. Thus the organization is urging all growers to consider the flavor component as much as yield and production practices.
The upswing in “ethical supermarket shopping” is another continual driver for producers and processors throughout the food chain. Essentially, the consumer is looking for the story behind his or her food. PMA reports that 59 percent of consumers want a connection with the farmer.
Getting to Know the Growers
Many producer and commodity organizations embrace this opportunity to highlight the industry. In addition to the happy cows and farm families of the California Milk Advisory Board, The California Avocado Commission also has a “Meet the Grower” section on its website. Another prime example is the Go Texan program from the Texas Department of Agriculture.
According to Go Texan, its signature mark of the shape of Texas “celebrates, promotes and supports the business savvy and plainspoken grit Texas agriculture is known for throughout the world.” Whether it’s grown, sewn or served up on a plate, more than 25 million Texans shop, travel and dine out in support of Texas business and agriculture, looking for the Go Texan mark to light the way.
