In open-ended format, “indicator consumers” specified “the single most important piece of information you would like to have from farmers about how your food is produced” as part of Demeter’s SegmenTrak research in 2010.
The largest segment of responses (22%) illustrated a desire for information about chemicals and/or pesticides used during production and/or potentially remaining in consumer end products. Next, they would ask about medications and/or antibiotics used in production and/or potentially remaining in consumer end products (10%).
“Indicator consumers” expressed a number of areas of curiosity from animal diet and animal welfare to questions pertaining to human health, food handling and production. Interestingly, 3% or less would ask about location of production and the environmental impact of production.
