Farmers' markets: consuming local rural produce

Marketing food directly from producers to consumers, so circumventing the ‘middlemen’ in the food supply chain, has many potential benefits. For consumers, direct marketing initiatives are providing people with locally grown, fresh, healthy and, in many cases, organic food at affordable prices. Through buying locally grown produce, consumers are giving their support to local producers as well as helping to revitalize rural economies. Producers benefit through retaining more of the value of their produce, which can help them survive through the current crisis in UK farming. There are also environmental benefits. Creating markets where people can buy produce from local farmers and growers reduces the distance that food travels between producers and consumers, which in turn decreases global environmental pollution. One direct marketing scheme – the farmers’ market – has proved to be particularly popular with local people, producers and the local councils, organizations and institutions who are involved in setting them up. This paper focuses on one such market, the Stour Valley Farmers' Market, which commenced trading on 20th June 1999. Customers who attended the first three of these monthly markets were interviewed to investigate the reasons for their attendance at the market, and their attitudes towards a number of food issues including organic and genetically modified food, local and seasonal food and concerns they may have over the way their food is produced. The research has shown that most customers visited the markets initially out of curiosity, although some attended specifically to buy healthy fresh foods. The vast majority of interviewees expressed a preference for food which is organically grown and free from genetic modification. Organic foods are generally perceived to be healthier and more flavoursome. When buying fresh foods, interviewees stated the importance of quality and freshness in their choice of produce.     

Consumer Perceptions of “Functional Food” in the United States

There is a strong trend to market products that promise improved health in the United States. Functional food is a rather new concept promoting the healthfulness of foods. Functional food manufacturers should provide motivating and trustful marketing messages. However, since the term “functional foods” lacks definition, communication to consumers is challenging and can be confusing. This study investigates how U.S. consumers understand the concept of functional foods. An online survey containing 64 questions was structured to measure awareness, consumption, and trust toward functional foods. Based on a definition provided in the survey, a clear minority (15%) of the respondents (n = 1027) stated they had heard of functional foods before the survey. Compared to the respondents who had not heard of functional foods, they more often used whole wheat cereals, vegetable juice, carrots, toast with high fibre and green tea (Chi-square –test, p < 0.001). Food and drug administration (FDA), health associations, and dieticians were the most trusted sources of information for functional food decisions with 28%, 24%, and 20% shares of the respondents, respectively. Food producers, food retailers and media together were chosen as the most trustworthy source by less than 1.5%. We concluded U.S. consumers find functional foods confusing and even unreliable. To strengthen their confidence, we suggest clear and transparent collaboration with nutrition and health specialist and product- specific marketing messages based on solid scientific documentation.     

Consumer Perceptions of Kosher Products

ABSTRACT

The demand for kosher food has grown markedly during recent years, largely due to their perception as healthier, “safer,” more nutritionally enhanced value, and improved hygienic preparation conditions. This perception was verified by a survey conducted in Israel with 440 respondents. Both groups, younger and older age, secular and religious people, perceive the term kosher in a beneficial light, affecting the public view of food products as well as fast-food outlets. The survey, which was conducted in Israel, could be utilized as a pilot furnishing and facilitate a basis for further studies in other countries. The data highlights the vast market potential entailed in improving consumer perception of overall quality. Given the elevated perceived image of kosher food as “healthier” and of an enhanced quality, this study provides an essential marketing tool and detailed information in order to enable both manufacturers and retailers to expand the kosher segment and corner a larger share of the food market.     

Evaluating the Behavioural Impact of the Australian and New Zealand Genetically Modified Food Labelling Provisions

Abstract

This paper presents the results of a choice experiment that encompassed the labelling options outlined in the Australian and New Zealand government's recently finalized mandatory labelling system for genetically modified foods (GMF's) and foods that contain genetically modified ingredients. The labelling scheme is to be implemented across both countries from December 2001 onwards. Results suggest difficulties ahead for manufacturers and growers of GM labelled product if there is an ample supply of GM-free labelled alternatives. It is also likely that manufacturers and growers of GM-free product will realize greater levels of demand over non-labelled and GM product even when these alternatives are substantially cheaper.     

Individual choice or collective action? Exploring consumer motives for participating in alternative food networks

Alternative food networks (AFNs) are growing in number and relevance in Germany. Those networks include new models of production and distribution, such as food cooperatives (FoodCoops), self‐harvest gardens or community‐supported agriculture (CSA) schemes. AFNs, as an alternative to conventional food supply systems, are characterized by a close producer‐consumer interaction. They are typically located within urban or peri‐urban areas. The study aims to identify the rationale and motivation of urban residents in participating in AFNs and developing a consumer typology. We also assess whether AFNs potentially lead to collective action with societal impact. Therefore, we conducted a qualitative content analysis based on 18 interviews with members of existing AFN projects in three German metropolitan regions. Our results revealed that the willingness of urban consumers to participate in AFNs is driven by a broad range of motives. They include personal desire for high‐quality food (in terms of taste or freshness) and health reasons, but also political or environmental motives (opposition to conventional agriculture or short transport distances). Furthermore, consumers often want to support a certain farmer and his/her philosophy or they appreciate the community‐building aspect. Three different consumer types were derived from the motive combinations. Many consumers communicated a sense of belonging to a societal movement, however, our study revealed a lack of organization and collective action. Although AFNs can influence the consumption patterns of individuals, their potential to induce social change and to challenge traditional models of consumption in the near future does not appear to be high.     

Authentic British food products: a review of consumer perceptions

Historically, soil, land, climatic constraints and individuals’ skills all contributed to the characteristics of regional food. Food, however, is also subject to the influences of colonialism, immigration, cultural exchange, international trade, improved distribution and technology. British food is constantly evolving in order to fulfil the demands of each generation. Thus, the concept of an authentic British food product is becoming increasingly unclear. This paper therefore addresses what today British consumers actually perceive to be authentic British foods. Results of an exploratory qualitative study are reviewed. Five focus groups were conducted with individuals responsible for half or more of their household’s shopping. The groups incorporated consumers with a range of demographic and economic characteristics. The data gathered from the focus groups revealed that British perceptions of authenticity relate to both artisan as well mass‐produced, branded products. In addition, five dimensions affecting consumer perceptions of an authentic British food product were identified, including: uniqueness to Britain, a cultural or traditional association with Britain, characteristics of the production process, the presence of an authority and specific extrinsic characteristics of the product. The findings have implications for product differentiation and communication, for producers and retailers and also for independent trade associations.     

Connecting local food to foodservice businesses: An exploratory qualitative study on wholesale distributors‘ perceived benefits and challenges

Wholesale distributors play a vital role in the foodservice industry. However, despite growing interest in local food systems, little research has considered the motivations and challenges of wholesale distributors in developing and maintaining direct relationships with local farmers. This exploratory study investigates wholesale distributors’ perceptions, motivations, and constraints in buying local food products from local farmers in a study conducted in Vancouver, Canada, and Christchurch, New Zealand. Semi-structured interviews were conducted with 16 wholesale distributors. Results indicate that purchasing of local foods was perceived as beneficial by wholesale distributors, but they experienced challenges with purchasing. Based on the findings, strategies are posited for both wholesale distributors and farmers to better serve foodservice organizations.     

Are nutrition labels useful for the purchase of a familiar food? Evidence from Chinese consumers�� purchase of rice

Nutrition labeling has been accepted by Chinese consumers as an information source to learn about food quality and safety. This paper uses Chinese consumers’ rice purchase as an example to study how consumers use food nutrition labels to make purchase decision of a familiar food product. The goal is to understand how consumers seek information from the labels to make purchase when extensive experience with the food has been developed. Survey data from 400 random respondents in Beijing were analyzed using an empirical framework and a Mont Carlo integral econometrics model. We find that more than 50% of the consumers in Beijing have heard of food nutrition labels in general, 36.50% carefully use label information even if they are familiar with the food, and nearly 70% consider mandatory food nutrition labels as beneficial. Those who are more knowledgeable about rice nutrition labels are more likely to use the labels when purchasing rice, no matter how familiar they are with the product. Frequent users of nutrition labels are more likely to consider food mandatory nutrition labels as beneficial. This study suggests that consumers still use the label information to reassure the quality and safety of food despite a history of consumption.