NISKU, Alta. – People may tell pollsters they will pay more for organic food or domestic food that is produced on environmentally friendly farms, but an agricultural economist says the reality is different when it comes to their purchases.
Shelley Thompson reviewed a series of surveys conducted in the last five years examining consumer attitudes about food safety, quality and environmental concerns and presented her findings to the Wild Rose Agricultural Producers meeting in Nisku on Jan. 10.
An Ipsos Reid study found that food safety is important to consumers, who said they are willing to pay more for it but the study did not ask how much more people would pay.
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Surveys also found that traceability linked with food safety assurance programs would increase consumer confidence. Many believe problems tend to occur during processing, so they are not likely willing to spend money on on-farm food safety programs.
Polls also showed 90 percent of people believe Canadian food is of good or excellent quality. High quality is expected so few said they would pay more for enhancements.
People said they want more variety and convenience, but in many cases these products fall into the niche market area and few are likely to spend more for fancier or enhanced goods.
Canadian consumers said they prefer food produced domestically and believe it is better than food produced elsewhere. Some voiced concern about imports but at the end of the day, price ruled.
“A 2001 survey found consumers will use imported foods if they cost considerably less,” Thompson said.
As well, there may be an increased perceived demand for functional food and higher nutritional levels. Two-thirds of those polled in one survey said they are aiming for balanced diets with less fat, calories, additives, cholesterol and sodium.
“Recent surveys found more than 80 percent agreed there would be a health-care crisis if eating habits did not change,” Thompson said.
While consumers know about functional food, most prefer to get benefits from the food that has been processed the least. They may choose a fresh tomato over a processed tomato product with added nutrition.
Concern for the environment is also growing.
“Almost three-quarters of consumers believed that agriculture could protect the environment by changing its practices at very little cost and each farm should have a written environmental plan,” she said.
“Consumers won’t pay more for food produced in an environmentally sustainable fashion.”
When it comes to public support for agriculture, two-thirds said they were willing to see producers subsidized to maintain rural communities and encourage young people to farm.
However, Thompson suggested public attitudes toward agriculture may have shifted, especially since the BSE crisis, because subsidies went to the wrong place and major agribusinesses received large payments while producer support was substantially less.
