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Consumers are unsure of how farmers protect environment

Research from the Center for Food Integrity suggests consumers aren’t sure farmers are doing enough to protect the environment.

“There’s a significant portion of consumers that have questions and or maybe are a little ambivalent and still could use some more information before they determine whether or not they feel farmers and ranchers are being good stewards of the land and being good stewards of the environment.”

JJ Jones tells Brownfield more than half of consumers in their annual trust survey only moderately thought farmers take good care of the environment. Forty-two percent of respondents strongly agreed that farmers take good care of the environment.

He says consumers don’t trust large farms with more than half of participants believing large farms are likely to put their interests ahead of consumers.  “As today’s farmers utilize various practices, technologies, and innovations, consumers may be less familiar with those practices.  It provides an opportunity for farmers to engage in meaningful conversations and help consumers better understand why certain practices are good for the environment.”

Jones says because consumers are more removed from the farm, they’re going to have more questions, and having valued-based conversations can highlight how farmers are ensuring environmental sustainability.

AUDIO: Interview with JJ Jones