Consumer demand for “farm-to-table” will continue to grow in 2013 if shopper behavior matches responses to new research conducted for Plainville Farms turkey and FreeBird chicken.
Shoppers said their motivation for wanting “farm-to-table” products is based on a belief that they are “fresher” (95 percent) and “healthier/more nutritious” (90 percent). More than 80 percent of respondents also cited “humane treatment” and “environmental factors” as important. Additionally, more than 52 percent said they either do or will pay more for these products.
“Our research found that ‘farm-to-table’ is moving out of a niche market into the mainstream,” said Barb Quijano, VP of Hain Pure Protein, parent company of both poultry brands. “For example, 87 percent are open to buying ‘farm-to-table’ products from a variety of retailers; so while these shoppers purchased from farm outlets, natural product retailers and health food stores in 2012, they said they expect to shop at stores including Target and Price Clubs in 2013.”
About 80 percent identified poultry, meat, dairy and fruits/veggies as important to source farm-to-table. Two-thirds of those surveyed expressed a desire for more information about how their food is grown and raised.
“We were gratified to see that our commitment to family farmers and the farm-to-table movement is in-sync with the desires of today’s consumers,” Quijano said.
