BEEF Cow-Calf weekly, a sister e-newsletter to eWheat, reports that 14 months after the initial program launch in July 2009, Farmers Feed US, which offers consumers the opportunity to engage with the farmers who produce their food, has surpassed more than 1 million consumer registrations. That’s more than 1 million times that a consumer has engaged with a farmer through short online videos, and learned something about how they produce safe, nutritious and affordable food.
Those 1 million registrations have been driven by consumers in the eight states that have hosted Farmers Feed US “free groceries for a year” sweepstakes to date. And across those eight states, a breadth of ag has been showcased. In fact, 14 different commodity groups and 60 different farmers have been featured, presenting many different production methods and farm sizes.
“Consumers are taking a greater interest in how their food is produced. The Farmers Feed US sweepstakes is a great opportunity for ag groups to offer that information, while increasing consumer trust in the food system, in a format that is unique and engaging,” says Terry Fleck, Center for Food Integrity executive director.
In addition to showing great interest in the sweepstakes, consumers have also offered favorable impressions of the site and the farmers featured on it. In fact, based on 3,016 consumers who registered and then were asked to respond to a brief survey, their perception of those farmers and ag has actually been enhanced by the information offered on the site.
Of the consumers who responded, 48.9% found the information on www.farmersfeedus.org “very informative” and 43.4% found it “somewhat informative.” When asked if the farmers featured on the site were approachable, knowledgeable and the kind of people they want producing their food, a very strong 80.4% strongly agreed and 15.2% somewhat agreed. And 65.6% strongly agreed that their perception of ag and farmers improved after visiting the site with 27.3% clicking on “somewhat agree.”