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| Kristen Porter, 32, from Des Moines, Iowa, author of the food blog, Iowa Girl Eats, and her son Lincoln. |
As we first explored some of the outlets that people use to express their views on GMOs, I thought I'd shed some light onto how much power the general public's opinion really has on the agricultural and food industries as we know them. I think understanding this is important before we further explore why these beliefs occur in the fist place. So to do this, I want to share an article I recently found (or that my dad found in the stack of farming magazines we have lying around the house) in an issue of Successful Farming entitled "Meet your new boss: Moms, Bloggers, and Foodies- these millennials are driving the new food and ag economy" (Cover at right and cited below).
The reason that I think this article is more interesting compared to others in regards to this topic is because the primary audience of the magazine is farmers and ranchers across the United States. And when talking about the public's opinions on issues like GMOs or mandatory food labeling, I think farmer's voices are often overlooked, which seems ignorant to me in the fact that these people are at the heart of the food production line. So, as you read this, keep in mind that this is the information the people who grow the food you eat everyday are getting in regards to the public's changing views on food.
Now on with the article...
It starts by saying that the baby boomer generation, which once ruled the way that the agriculture industry and food corporations operated, is on its way out, and the millennials are taking over. Millennials, who were born in the 1980's and 1990's, are now the largest demographic in United States, numbering around 80 million. This means that the food industry must now cater to their needs and the needs of their children.
Although consumers have always been the ultimate boss of farmers, the millennials, who will outnumber baby boomers by 22 million in 2030, are going to recreate the food system through their search for healthy, locally grown foods. This is in severe contrast to the processed, packaged convenience foods that the baby boomers craved and the foods in which we know to line most of the grocery store shelves. Here are a few statistics the article gives to explain the growing trend of healthy foods in correlation with the millennials' change in taste:
Although consumers have always been the ultimate boss of farmers, the millennials, who will outnumber baby boomers by 22 million in 2030, are going to recreate the food system through their search for healthy, locally grown foods. This is in severe contrast to the processed, packaged convenience foods that the baby boomers craved and the foods in which we know to line most of the grocery store shelves. Here are a few statistics the article gives to explain the growing trend of healthy foods in correlation with the millennials' change in taste:
- American women say they would pay 25% more for foods they perceive as fresher, healthier, and more nutritious.
- 35% of consumers crave locally grown food information.
- 76% of millennials use locally produced foods, up 20% in just two years.
So what brought on this change in attitude? Scott Mushkin, the lead food trends researcher at Wolfe Research in New York, says the driving force behind the millennials' opinions is growing distrust of big businesses and government. He also says that social media, which millennials are seemingly experts in, plays a large role in the skepticism of the current food system, "You can see stories everywhere in conservative or liberal media about something that causes cancer. That builds distrust, and it spreads." In conclusion of all of this information, Mushkin's one word of advice to farmers is "transparency."
Jessie Price, Editor in Chief of EatingWell Magazine echoes the same points Mushkin noted. She says, "There's a lot of noise out there, especially online, about food and what we should all be afraid about. Our readers tend to trust science and be skeptical about fads, but they are not immune from believing some of the buzzy myths about food. They are gobbling up information wherever and whenever they see it. They yearn for transparency around how farmers are producing food."
Again we see the word "transparency". What does that exactly mean for farmers and what advice does the magazine give them to adapt to their new "bosses"? The bottom-line for transparency is that young consumers want to know the actual source of their food, and the idea of a family farm is highly appealing to them. So as farmers, the ideal solution would be to grow new crops to meet the new demand. However, most farmers do not like to change their ways. Tim O'Connor, president of the Wheat Foods Council, thinks farmers will have to decide between new crops and traditional crops in the near future in order to stay afloat in the changing ways of the food system.
So what does this mean for the case of GMOs? Well, the magazine also shares some stats in regards to the millennials' views on them:
Two food bloggers, from two very different geographic backgrounds also share their opinions on the relationship between consumers and farmers. Kristin Porter (pictured above) from Des Moines, IA, says, "Through my visits, I learned that farmers are doing everything they can to grow safe crops, to raise healthy livestock to feed their families and communities, and to preserve Iowa's farmland for future generations." Sanura Weathers (MyLifeRunsOnFood.com) from Brooklyn, New York, says, "Lasts summer, I was in a program where I had the opportunity to talk with farmers. I learned there is a difference between what consumers demand and what farmers can actually produce. There's so much to farming that people don't understand. Consumers need more education! I want farmers to know that I trust our food system, and I thank them for their hard work."
Overall, filling the gap between consumer and farmer is not going to end the GMO debate, but it is sure to open dialogue and find solutions that weren't available before. However, this is going to require major effort by both parties. Farmers, face it, the consumers are ultimately your bosses and you're probably going to have to eventually give them what they want. But think about it this way, what they want is to see what you are doing and how you are operating your farms; for the first time the general public is taking an interest. It is your job to try and let them in, be transparent in your ways, and teach the consumers what is going on. Consumers, it is your job to not be judgmental or jump to conclusions about the way agriculture is being done because you have not been a part of it in decades. By doing these things, we may be able to get to the roots of the GMO debate.
"A Seismic Shift in How People Eat" by Pamela Koch and Hans Taparia
- Explains how large food companies like General Mills and Kraft are dealing, or not dealing with the new demand for healthier foods
Jessie Price, Editor in Chief of EatingWell Magazine echoes the same points Mushkin noted. She says, "There's a lot of noise out there, especially online, about food and what we should all be afraid about. Our readers tend to trust science and be skeptical about fads, but they are not immune from believing some of the buzzy myths about food. They are gobbling up information wherever and whenever they see it. They yearn for transparency around how farmers are producing food."
Again we see the word "transparency". What does that exactly mean for farmers and what advice does the magazine give them to adapt to their new "bosses"? The bottom-line for transparency is that young consumers want to know the actual source of their food, and the idea of a family farm is highly appealing to them. So as farmers, the ideal solution would be to grow new crops to meet the new demand. However, most farmers do not like to change their ways. Tim O'Connor, president of the Wheat Foods Council, thinks farmers will have to decide between new crops and traditional crops in the near future in order to stay afloat in the changing ways of the food system.
So what does this mean for the case of GMOs? Well, the magazine also shares some stats in regards to the millennials' views on them:
- 66% support mandatory labeling of GMO products.
- 40% reduce or avoid GMO ingredients.
- 48% say GMO-free is important in food decisions.
Two food bloggers, from two very different geographic backgrounds also share their opinions on the relationship between consumers and farmers. Kristin Porter (pictured above) from Des Moines, IA, says, "Through my visits, I learned that farmers are doing everything they can to grow safe crops, to raise healthy livestock to feed their families and communities, and to preserve Iowa's farmland for future generations." Sanura Weathers (MyLifeRunsOnFood.com) from Brooklyn, New York, says, "Lasts summer, I was in a program where I had the opportunity to talk with farmers. I learned there is a difference between what consumers demand and what farmers can actually produce. There's so much to farming that people don't understand. Consumers need more education! I want farmers to know that I trust our food system, and I thank them for their hard work."
Overall, filling the gap between consumer and farmer is not going to end the GMO debate, but it is sure to open dialogue and find solutions that weren't available before. However, this is going to require major effort by both parties. Farmers, face it, the consumers are ultimately your bosses and you're probably going to have to eventually give them what they want. But think about it this way, what they want is to see what you are doing and how you are operating your farms; for the first time the general public is taking an interest. It is your job to try and let them in, be transparent in your ways, and teach the consumers what is going on. Consumers, it is your job to not be judgmental or jump to conclusions about the way agriculture is being done because you have not been a part of it in decades. By doing these things, we may be able to get to the roots of the GMO debate.
References:
Johnston, G. (2016). Meet Your New Boss: Moms, Bloggers, and Foodies- These Millennials Are
Driving the New Food and Ag Economy. Successful Farming, 114(3), 26-38.
Additional Readings of Interest:"A Seismic Shift in How People Eat" by Pamela Koch and Hans Taparia
- Explains how large food companies like General Mills and Kraft are dealing, or not dealing with the new demand for healthier foods
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