1. What Ohioans Think about Agriculture 2007 OLC Annual Meeting & Industry Symposium Jeff S. Sharp, Ohio State University April 3, 2007

2. Core Project of the SRI

3. Goals of Survey Project Study topical and emergent FAE issues Study topical and emergent FAE issues Data for planning and evaluation Data for planning and evaluation Track changes across time Track changes across time Cohort effects: older versus younger generations Cohort effects: older versus younger generations Intervening events, such as Mad cow; energy, etc. Intervening events, such as Mad cow; energy, etc. Changes in knowledge or awareness due to an educational campaign, or societal trend Changes in knowledge or awareness due to an educational campaign, or societal trend

4. Goals of Today’s Presentation Describe Ohioans attitudes about the food and farming system Describe Ohioans attitudes about the food and farming system Identify important factors associated with Ohioans attitudes and behaviors related to farming Identify important factors associated with Ohioans attitudes and behaviors related to farming Prompt some strategic thinking about challenges and opportunities presented by this research Prompt some strategic thinking about challenges and opportunities presented by this research

5. 2006 Survey Mail survey returned from 1,729 Ohioans Mail survey returned from 1,729 Ohioans Response rate of 55% Response rate of 55% Respondents compare favorably to known characteristics of Ohio population Respondents compare favorably to known characteristics of Ohio population A higher proportion of respondents were homeowners than is true of Ohio’s general population A higher proportion of respondents were homeowners than is true of Ohio’s general population Just over 3 percent of respondents resided on a farm Just over 3 percent of respondents resided on a farm

6. Ohioans Knowledge of How/Where Food is Grown

7. Self-reported level of knowledge about how or where food is grown

8. Percent “Very Knowledgeable” by region

9. Percent “Not at all knowledgeable” by Age

10. Ohioans Views of Food, Agricultural, and Environmental Issues

11. Issue Concern (% Very Concerned) 20042006 Rising Obesity among Americans 6973 Loss of Ohio jobs due to globalization -73 Pollution of rivers, streams or groundwater 6572 Loss of farmland due to urban growth 5570 Loss of family farms 6063 Terrorist attack on U.S. food supply -60 Avian Influenza (Bird flu) -57 Mad cow disease 4251 Global Warming 2941 Genetic modification of plants 3340 Large-scale poultry/livestock development 2940

12. Views of Farming Overall, farming positively contributes to the quality of life in Ohio Overall, farming positively contributes to the quality of life in Ohio 2006: 88 percent agree or strongly agree 2006: 88 percent agree or strongly agree 2004: 90 percent 2004: 90 percent 2002: 92 percent 2002: 92 percent

13. Ag & Economy Ohio’s Economy will suffer if the state continues to lose farmers Ohio’s Economy will suffer if the state continues to lose farmers 2006: 84 percent agree or strongly agree 2006: 84 percent agree or strongly agree 2004: 85 percent 2004: 85 percent 2002: 80 percent 2002: 80 percent NEW: Even though farmers are a small proportion of Ohio’s population, many jobs in the state are dependent on a successful farming sector NEW: Even though farmers are a small proportion of Ohio’s population, many jobs in the state are dependent on a successful farming sector 2006: 72 percent agree or strongly agree 2006: 72 percent agree or strongly agree

14. Views of Farmers I trust Ohio farmers to protect the environment I trust Ohio farmers to protect the environment 2006: 63 percent agree or strongly agree 2006: 63 percent agree or strongly agree 2004: 67 percent 2004: 67 percent 2002: 60 percent 2002: 60 percent

15. Food Safety Food is not as safe as it was 10 years ago Food is not as safe as it was 10 years ago 2006: 44% agree or strongly agree 2006: 44% agree or strongly agree 2004: 47% 2004: 47% 2002: 39% 2002: 39%

16. Animal Welfare In general, increased regulation of the treatment of animals in farming is needed In general, increased regulation of the treatment of animals in farming is needed 2006: 51 percent agree or strongly agree 2006: 51 percent agree or strongly agree 2004: 47 percent 2004: 47 percent 2002: 48 percent 2002: 48 percent

17. Concern about Large-Scale Poultry/Livestock Development 20042006 % Very Concerned Large-scale livestock development 2940

18. Concern about Large-scale Livestock by region, 2002-06* (% Very Concerned) *Response options changed between 2002 & 2004

19. % Very Concerned by age

20. Ohioans Participation in Rural/Farm Related Activities

21. Participation in Rural/Farm Related Activities Activity % Occasionally or Frequently Recreational drive through the country 82 Purchase at farmer’s market or roadside stand 77 Buy locally grown foods 76 Attend county fair/festival 58 Visit pick your own farm 37 Tour/visit working farm 16 Attend farm organization event 11

22. The Social Basis of Agricultural Behaviors & Attitudes

23. Factors associated with Participation in Rural/Farm Related Activities Older Ohioans, persons who grew up on a farm, current farm residents, and Farm Bureau members are more likely to engage in Rural/Farm Related activities Older Ohioans, persons who grew up on a farm, current farm residents, and Farm Bureau members are more likely to engage in Rural/Farm Related activities More educated, urban, and suburban Ohioans less likely to engage in rural/farm related activities More educated, urban, and suburban Ohioans less likely to engage in rural/farm related activities Persons with pro-environmental behaviors more likely to participate in rural/farm related activities Persons with pro-environmental behaviors more likely to participate in rural/farm related activities

24. Factors associated with Agricultural Knowledge Strong association between level of participation in ag/rural related activities and knowledge Strong association between level of participation in ag/rural related activities and knowledge Additional positive association between age, growing up on a farm, frequency of visiting with a farmer, and pro-environmental behaviors Additional positive association between age, growing up on a farm, frequency of visiting with a farmer, and pro-environmental behaviors Women report lower levels of knowledge relative to men Women report lower levels of knowledge relative to men

25. Factors associated with pro- agricultural attitudes Strong association between participation in rural/farm activities and supportive attitudes Strong association between participation in rural/farm activities and supportive attitudes Stronger ag. support among older Ohioans, those more frequently conversing with farmers, more politically conservative, and persons engaging in pro-environmental behaviors Stronger ag. support among older Ohioans, those more frequently conversing with farmers, more politically conservative, and persons engaging in pro-environmental behaviors Ag. support lower among residents of core cities and suburbs Ag. support lower among residents of core cities and suburbs

26. Factors Associated with Agro- Environmental Concern Greater concern about agriculture and the environment among women, older Ohioans, farm residents, among those participating in rural/farm related activities, and those with pro-environmental behaviors Greater concern about agriculture and the environment among women, older Ohioans, farm residents, among those participating in rural/farm related activities, and those with pro-environmental behaviors Concern lower among more educated, those frequently conversing with farmers, and Farm Bureau members Concern lower among more educated, those frequently conversing with farmers, and Farm Bureau members

27. 5 ideas to take away from this presentation

28. #1: Agriculture Enjoys Widespread Support among Ohioans

29. #2: Must Prepare for Generational Transitions: Knowledge, participation & support consistently higher among older Ohioans

30. #3: Farmer-Nonfarmer Relationships Matter: Visiting with a farmer associated with increased support & reduced concerns (63% of Ohioans report having no conversations with farm household members)

31. #4: Building Bridges to Nonfarmers—Participation in Farm & Rural “Recreation” Strongly Associated with Knowledge & Attitudes: Must be prepared for the consequence, though

32. #5: Is There any Common Ground with the Environmental Community?: Many Ohio “environmentalists” self report strong interest and sympathy for the food & farming sector

33. Next Steps Focus on Farm Animal Welfare Focus on Farm Animal Welfare Team of sociologists and animal scientists Team of sociologists and animal scientists Spring 2007 Ohio and National survey focusing on farm animal welfare attitudes and knowledge Spring 2007 Ohio and National survey focusing on farm animal welfare attitudes and knowledge 2008 Statewide survey 2008 Statewide survey Continue to track attitudes about agriculture; focus on consumer, values, and food consumption Continue to track attitudes about agriculture; focus on consumer, values, and food consumption

34. Questions? Contact Information: Jeff S. Sharp sharp.123@osu.edu614-292-9410http//.ohiosurvey.osu.edu