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Cargill survey: conflicting consumer expectations

A Cargill global consumer survey finds conflicting expectations of farmers.

Pilar Cruz is Cargill’s president of Aqua Nutrition and tells Brownfield Ag News, “Most actually wanted farmers to be focused on providing safe, healthy, abundant and affordable food. Yet, the farming improvements that over time have increased the affordability and availability of food were not favored which we find absolutely interesting.”

She says only 15% of respondents want their food to come from conventional farms, “Smaller or specialty farms were the first choice. Local farms the second choice followed by organic farms. And what is interesting is organic farms were particularly favored in China and local farms in the U.S.”

Cruz says when asked to pick the words that describe what they want from  farmers, only 2% chose ‘small scale.’

Cruz says it’s imperative farmers explain what they do to consumers.