PROMOTING SPECIALTY CROPS AS LOCAL Module 1: What do people think about locally grown food?

What do people think about locally grown food? Icebreaker Pair with someone you do not know Interview each other – Name – Where from – Reason for attending today – One way that they contribute to the local food industry Prepare a 30 second introduction of your partner for the group

What do people think about locally grown food? Agenda: Objectives Background on Florida’s billion dollar industry of local food Comparing perceptions of local food Defining local food Incorporating concepts from research into your own promotional plan Summary Evaluation

What do people think about locally grown food? Objectives: 1.Identify characteristics of local food that appeal to consumers 2.Recognize consumer flexibility on the definition of local food 3.Explore the similarities and differences in how you think about local food compared to consumers 4.Design a promotional plan using your own product line and incorporate messages related to the favorable characteristics of local food as well as a local food definition

What do people think about locally grown food? Florida’s Billion-Dollar Industry Within the state of Florida, local food has become a multi-billion dollar industry Recent figures show the local food industry is valued at $8.3 billion annually That is equal to approximately $1,114 per Florida household

What do people think about locally grown food? Perceptions of Local Food People are becoming more interested in the origin of food Many research studies have explored how people feel about local food Understanding consumers’ perceptions of local food are vital for effective communication and marketing of local food

What do people think about locally grown food? Exercise A – What qualities and attributes does local food have? Small group activity – groups of 2-3 individuals Beginning on the left side, discuss with the group and write your perceptions of local food On the right side, discuss with your group and record what you think are consumer perceptions of local food Select reporter who will briefly share your group’s lists

What do people think about locally grown food? Research findings on consumer perceptions of local food Studies reveal that consumers perceive local food as: – Nutritious – Safe – Natural – Trustworthy – Fresh – Wholesome

What do people think about locally grown food? Studies also found that consumers believe local food: – Tastes better – Is better quality – Is fresher One study showed that people believe local food: – Requires less transportation

What do people think about locally grown food? Another study added these descriptions to the list of consumer perceptions about local food: Chemical-free Less expensive

What do people think about locally grown food? Nutritious Natural Safe Trustworthy Fresh Wholesome Tastes better Better quality Fresher Requires less transportation Chemical-free Less expensive

What do people think about locally grown food? Exercise B -Where does it come from? Is it local? Divide into 4 groups On your worksheets record: – the product name – where the group thinks the product is produced – and if the group feels that consumers would consider the product local

What do people think about locally grown food? The Products StrawberriesPotato TomatoSweet Corn ChocolatePeaches BroccoliShrimp ApplesIceberg Lettuce Green BeansKale GrapesSugar CoffeePeanuts TunaSweet Potatoes CarrotsCantaloupe

What do people think about locally grown food? Definition of locally grown Consumers tend to identify three broad categories: – Food from immediate area – Food from within the state – Food from within the country There is no agreed upon definition of local food

What do people think about locally grown food? Generally, most consumers tell you closer is better. Thus: Food from my county is better than food from my area Food from my area is better than food from my state Food from my state is better than food from my region Food from my region is better than food from my country So while most people would not consider food from anywhere in the US to be local, when compared to food grown in other countries, US food would be preferred and might even be called local.

What do people think about locally grown food? How to use this knowledge: Take advantage of these perceptions when marketing your products When communicating with consumers you can reinforce their positive perceptions of local food This knowledge may help you make decisions regarding your participation in local food campaigns Your decision on what to plant may be impacted by consumer perceptions

What do people think about locally grown food? Summary Consumer perception of local food is generally very positive The concepts of freshness, safety, and high quality are generally a part of consumer perceptions of local food Consumers’ ideas of what is locally produced is not a concrete definition The definition of local food changes with the season

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