WASHINGTON, DC - In the food industry, any insights we can gain into the mind of the consumer are crucial. Equitable Food Initiative (EFI) is doing its part to contribute to this area of the industry, recently releasing the results of its “Consumer Attitudes Toward Fresh Produce” and “Socially Responsible Purchasing” study along with an actionable guide.
“We saw a fairly narrow divide between the values-based socially conscious shoppers and the general consumers when it comes to attitudes about social responsibility,” remarked LeAnne Ruzzamenti, Director of Marketing and Communications at EFI. “All shoppers want more responsibility from brands, and this trend is something that can no longer be ignored.”
EFI’s study identified a distinct group of socially conscious consumers, confirming existing research trends and providing new insights about consumers’ level of awareness of social issues and their purchasing behaviors specific to fresh produce. Socially conscious consumers consider social responsibility to be just as important as value and sale price. While 80 percent indicated the importance of buying fruits and vegetables from a socially responsible company, 67 percent of the general consumer respondents concurred.
When asked specifically about the areas that fresh produce companies should address for social responsibility, survey respondents rated fair working conditions, safe use of pesticides, and transparency from the farming operation in that order, according to a press release.
Nearly 80 percent of respondents also asked for sustainability commitments on the package; 73 percent ranked the history, ethics, and values of the company as important to include; and 73 percent said it’s important to showcase third-party certifications.
EFI’s “Five Tips for Building Brand Transparency to Attract Socially Conscious Consumers” guide can be downloaded here.
“We wanted not only to learn more about socially conscious consumers but also to help farming operations create authentic connections with them,” Ruzzamenti said. “The guide provides some easy ways to address consumers’ concerns through the work most grower-shippers are already undertaking, such as building an online presence.”
We at ANUK are always on the lookout for new consumer insights, so keep reading.
