Professionals are urging producers in the agriculture industry to take a more emotional approach to their relationship with consumers after evaluating results from The International Food Information Council Foundation (IFIC) that released their findings from the 2017 study they conducted to better inform both consumers and producers of the agriculture industry.
The survey, discussed at World Pork Expo, focused on, “the important issues regarding consumer confusion, the food information landscape, health and diet, food components, food production, sustainability and food safety,” according to the IFIC website.
The council surveyed 1,002 Americans, ages 18 to 80, March 10 to March 29. The findings were consistent with the theory that Americans turn to friends and family to help guide their food choices but see others, like dietitians and healthcare professionals, as the most reliable sources. The divide between trust and reliance of sources may lead to the overabundance of conflicting nutrition material.
According to Tamika Sims, Ph. D., director, food technology communications at IFIC, “Consumers are more concerned about where their food comes from and the foods journey,” rather than being concerned with fact based information.
The study displayed that, “Millennials have more trust in scientific studies, health websites, bloggers, the news, healthcare and fitness professionals on TV/social media, and food companies.” While the study concluded that 38 percent of millennials feel this way, it was decided that only 21 percent of baby boomers agree.
People tend to stay away from things they don’t completely understand, Sims suggested. This makes foods labeled as “natural” or “antibiotic-free” more appealing, as the label is self-explanatory, where as “GMO” is a term that many Americans still don’t understand, and, therefore, they avoid it.
The age of the customer dictates how they make their buying choices.
Justin Ransom, Ph.D., customer-focused supply chain strategist, blamed modern-day technology for some of the confusion consumers have and producers are challenged with. Prior to smartphones in 2010, consumers didn’t have information at their disposal all the times, however, that has changed. “A brand is no longer what we tell the consumer it is, it is what the consumers tell each other it is,” Ransom said, quoting Scott Cook.
Prior to 2010 the seller would bring pigs or computers to market and the seller had most of the control. The seller gave as much information as they wanted the consumer to know. The originally limited the buyer in how much control they had over the buying process. Now with smartphones and the dramatic role social media plays on many of consumers they have more say and more opportunity to shop around.
Due to consumer confusion and what studies show, Ransom is pushing producers to “Stop talking in facts, and talk in emotions.” Ransom suggested that if producers change their vernacular in order to explain animal agriculture as a passion, rather than a scientific fact-based business millennials and other generations might be more likely to open up and listen.
Dr. Carissa Odland, with Pipestone Veterinary Services, suggested inviting bloggers and social media enthusiast to interact on site with ag producers. “Act with integrity, share with the consumers what you do on the farm and how you are providing the best expert care pigs can have, by using data and keeping animals healthy,” Odland said. She added that all ag producers could find their niche to better educate those that are not involved with the industry. “Even if it’s taking a piglet to a school and allowing them to understand the basics, that’s helping.”
