Consumers Favor Farm-Friendly Foods

Backyard chickens, nose-to-tail cooking, farmers markets, estate brands, and rooftop/hyperlocal restaurant gardening are all in vogue. Americans are fascinated with agriculture, and food marketers who shorten the connection from farm to table are reaping big rewards.

Over the past year, nearly three-quarters of consumers thought about how their food was farmed or produced, and one-quarter thought about it a lot, according to the International Food Information Council’s 2015 Food & Health Survey.

Two-thirds of adults think that foods with a farm-related claim or narrative are healthier, 45% believe they are much tastier, and 31% are willing to pay more for these products, explains Technomic’s 2014 Consumer Healthy Trends Report.

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