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Consumers define farmer as 'person who feeds the world'

Cargill's Food4Thought survey finds positive view of farmers

In its new global study, Cargill found consumers had a hard-to-satisfy wish list for those who put food on our tables. Farmers should care most about "providing safe, healthy, abundant and affordable food," said a majority of survey takers who would prefer their food come from smaller/specialty, local or organic farms.

In its latest Feed4Thought survey, Cargill found half the people surveyed in the U.S., China, Mexico and Spain saw a farmer, primarily, as a "person who feeds the world." Just a quarter chose "steward of the earth's natural resources"—perhaps reflecting that one-third of contributors doubted the long-term sustainability of today's agriculture. They want farmers to be sustainable though: "Sustainable" was the word that best described what participants wanted a farmer to be. Efficient was second. 

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Three-quarters of Feed4Thought respondents thought technologically advanced farming was a good thing. But that's not exactly how they see farmers today. "Technologically savvy" was one of the terms least associated with farmers.

Survey findings suggest a need to engage consumers on animal farming in particular. Although there was a 95% positive view of farmers, animal protein producers were viewed less favorably than farmers who grew crops.

Feed4Thought is a regular consumer survey from Cargill's animal nutrition business that explores perspectives on leading topics in the animal protein supply chain. The latest survey, conducted in July 2019 by Engine, polled a demographically representative sample of 4,000 adults in the U.S., China, Mexico and Spain.

Source: Cargill, which is solely responsible for the information provided and is wholly owned by the source. Informa Business Media and all its subsidiaries are not responsible for any of the content contained in this information asset. 
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