Shoppers are opting for locally grown produce over organic alternatives, according to the Shopping for Health 2008 survey released by the Food Marketing Institute (FMI) and Prevention. When cost is the same, 50 percent of consumers surveyed said they would choose locally grown produce versus organic (28 percent). Only nine percent would choose a store-packaged alternative at the same price.
When store-packaged strawberries are less expensive than the organic or locally grown varieties, 45 percent said they would choose store-packaged; 34 percent would still choose locally grown; and 22 percent, organic.
"Shoppers' new interest in locally grown food reflects their strong desire to purchase fresh fruits and vegetables," said Cary Silvers, director of consumer insights for Rodale, the publisher of Prevention, in a statement. "The battle between organic and locally grown represents who shoppers believe can deliver the freshest produce."
Meanwhile consumers who once purchased organic but no longer do cited the following reasons for their change in behavior:
- 70 percent say it's too expensive;
- 39 percent cite the lack of perceivable difference between organic and non-organic foods;
- 33 percent are concerned about
the safety of organic produce.
The 2008 Shopping for Health survey of America's supermarket shoppers is the 16th in an annual series conducted by FMI and Prevention with the support of Men's Health and Women's Health magazines.
Discussion Questions: Do you also see a "battle" between locally grown and organic as to which delivers the freshest produce? Do the Shopping for Health survey results point to a much bigger opportunity for locally grown produce and perhaps a smaller one for organics?