Although consumers in their 20s and 30s are eager to get behind a cause, they often fail to learn the facts first, says organic grower
PHOENIX, Ariz. — The members of the generation now beginning to make a career in agriculture are wise in the ways of technology and communications.
They are also finding that most of their peers, and society in general, have a lot to learn about food production.
The generation, which is now in its 20s and early 30s, has been dubbed the millennials. They are characterized as cynical observers and commenters, more so than doers, led by society’s trends and more motivated to achieve a desired lifestyle than acquiring money.
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Ashley Reaver, lead nutrition scientist for the human body analysis company Insidetracker, said many consumers live on the populated east coast of the United States and don’t come into contact with farmers.
“I don’t think they (consumers) know much or anything about farming, but they are the first to jump down someone’s throat about something they believe might not be good for you.”
The average U.S. farmer feeds 155 people today, compared to 26 in 1965, said Jim Blome, chief executive officer of Bayer Crop Science.
However, he told the Bayer sponsored AgIssues conference in Phoenix at the end of February that this has added to the disconnection between food producer and consumer.
Emily Best of New Morning Farm, an organic operation near Washington, D.C., is a millennial who has chosen agriculture as a profession.
“I think young people are more concerned about where their food is coming from.”
However, she said they don’t take the opportunity to check out the farms or farmers markets in their area.
Best said that despite this, the same people would pay more to shop at organic, local and fresh food grocery stores.
Reaver said she thinks millennials like to be behind something and in favour of change, which leads them to support trends.
“But eating organic, non-GMO is not an option for most people and it may not be the best for anyone,” she said. “I encourage people to get to know their food and take it seriously, so I don’t want to dissuade them from knowing and caring about their food.”
Greg Peterson is a Kansas farmer known as the oldest sibling role in Peterson Farm Brothers music videos that parody pop songs and mock urban views of agriculture.
Social media tools drove their success on YouTube, which millennials came of age using to get much of their news and information.
“Avoid getting your news only from Facebook or Twitter because there are too many things on there that go viral so quick and may not be real.”
Reaver said consumers need to think about more than nutrition.
“I know that sounds odd coming from a nutritionist, but there is much more that also matters and needs to tracked and understood,” she said.
“(Data and information) will help the people who don’t want to accept the science of food as safe. It creates transparency and trusted sources. Maybe that is something our generation will champion?”
