"Addressing Consumer Perceptions on Modern Food Production and Sustainability"

1. Addressing
Consumer
Perceptions About
Modern Food
Production and
A Study of US Consumer
Sustainability
Trends
David B. Schmidt
President & CEO
International Food Information Council
& Foundation
Illinois Soybean Association
July 24, 2012
Chicago, IL

2. International Food Information Council (IFIC)
and The Foundation
Mission: To effectively communicate science-based
information about food safety and nutrition to health and
nutrition professionals, government officials, educators,
journalists, and consumers.
Mission: To effectively communicate science-based
information about health, nutrition, and food safety for
the public good.
Primarily supported by the broad-based food, beverage,
and agricultural industries.
www.foodinsight.org

3. IFIC & Foundation Partners (partial list)
• American Academy of Allergy, Asthma • Healthy Weight Commitment Foundation
and Immunology
• Institute of Food Technologists
• American Academy of Family Physicians
Foundation • Inter-American Institute for Cooperation
on Agriculture
• American Academy of Pediatrics
• National Association of Pediatric Nurse
• American Association of Diabetes Associates and Practitioners
Educators
• National Center for Food Protection &
• American College of Sports Medicine Defense
• The American Dietetic Association • National Institutes of Health
• American Veterinary Medical Association • National Policy and Resource Center on
Nutrition and Aging, Florida Int’l
• Association of Women's Health, Obstetric, University
and Neonatal Nurses
• President’s Council on Physical Fitness
• California Institute for Food and and Sports
Agricultural Research
• School Nutrition Association
• Center for Food Integrity
• Scripps Clinic and Research Foundation
• Centers for Disease Control and
Prevention • U.S. Agency for International
Development
• Consumer Federation of America
• U.S. Department of Agriculture
• Council for Agricultural Science and
Technology • U.S. Department of State
• The Culinary Institute of America • U.S. Environmental Protection Agency
• The Food Allergy and Anaphylaxis • U.S. Food and Drug Administration
Network
• University of Illinois Functional Foods for
• Food Marketing Institute Health Program
• Harvard School of Public Health • WebMD
• World Health Organization

4. Get Connected to the
IFIC FOUNDATION in 2012
Register for the FoodInsight
Newsletter on our Web site:
www.foodinsight.org
 Join our Facebook Fan
Page:
Search For FoodInsight
 Follow us on Twitter:
@FoodInsight or @IFICMedia
 Access our LinkedIn Page:
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Subscribe to our RSS Feeds
2000

5. INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION
2012 Food & Health Survey
Consumer Attitudes Toward Food Safety,
Nutrition & Health
May 2012
Preliminary Findings—Not for External Distribution

6. An online survey was conducted with 1,057
METHODOLOGY Americans about their health, diet, influences on
food selection, and related knowledge and beliefs.
Methodology Web Survey
Mathew Greenwald & Associates (Washington, DC), using Research Now’s
Conducted By
consumer panel.
The results were weighted to ensure that they are as reflective as possible of
the American population ages 18 to 80, as seen in the 2011 Current Population
Population*
survey. Specifically, they were weighted by age, education, gender,
race/ethnicity, and region.
Data Collection Period April 3 to April 13, 2012
1,057 Americans ages 18 to 80
Sample Size (Error) (+ 3.10 for 2011)
(+ 4.3 among 2011, 2010, 2009, 2008, 2007, 2006)
*Weighting is a widely accepted statistical technique that is used to ensure that the distribution of the sample reflects
that of the population on key demographics. With any data collection method, even when the outgoing sample is
balanced to the Census, some populations are more likely than others to respond.
NOTES:
• Respondents who completed the survey in less than seven minutes were not included in the final sample.
• Percentages may not add to 100% or to totals shown due to rounding.
International Food Information Council Foundation 6
2012 Food & Health Survey

7. One in four consumers verify new food/health
HEALTH AND
DIET
information before trusting it, and a similar share say
that their trust depends on the source of the information.
If you read or heard new information about food and health, how would you decide whether or not to believe it?
(Top Responses)
All (n=1,057)
Research it myself further using different/multiple sources 26%
Depends on the source, if it is supported/endorsed by an organization I trust 24% E
Use own judgment, do not believe it if it is too good to be true 14%
Check internet/websites/Google (general) 11%
Scientific research: research and testing, trials and reviews, facts,
9% E
supporting data
Medical source: ask a doctor, Dr. Oz, Mayo clinic website, health websites 9% W
Talk to family, friend, co-worker: ask their opinion, see if they tried it 5%
Try it out, see how I feel after trying 3%
FDA endorsement 2%
Consult with an expert (not doctor) 2%
Depends on the information, what it’s about 2%
E Highly educated consumers (college grads) are more likely than others to say it depends on the source or to believe scientific research.
W Women are more likely than men to trust medical sources.
International Food Information Council Foundation 7
2012 Food & Health Survey

8. INFORMATION
Taste and price drive food and beverage choices
SOURCES &
INFLUENCES more often than healthfulness.
How much of an impact do the following have on your decision to buy foods and beverages?
(% Rating 4 to 5 on 5-point scale, from “No impact” to “A great impact”)
All (n=1,057)
Taste 87%
Price 73%
Healthfulness 61%
Convenience 53%
Those with lower education levels
are more likely to rate the impact of
sustainability highly. This unexpected
Sustainability 35% difference hints at the possibility that
the term “sustainability” may be
misunderstood by many.
International Food Information Council Foundation 8
2012 Food & Health Survey

9. INFORMATION Older Americans are more likely than those who
SOURCES & are younger to say healthfulness, taste, and
INFLUENCES
sustainability impact their food selection.
Price is more important for consumers younger than 50.
How much of an impact do the following have on your decision to buy foods and beverages?
(% Rating 4 to 5 on 5-point scale, from “No impact” to “A great impact”)
All (n=1,057)
% High Impact
By Age
18-34 35-49 50-64 65-80
Taste 83% 85% 88% 92%
Price 77% 78% 69% 62%
Healthfulness 58% 60% 59% 74%
Convenience 59% 54% 46% 52%
Sustainability 33% 33% 34% 44%
Bolded figures are significantly higher than counterpart groups.
International Food Information Council Foundation 9
2012 Food & Health Survey

10. INFORMATION The impact of taste on food choices has remained
SOURCES & steady. However, price, healthfulness, and
INFLUENCES sustainability dropped from peaks in 2011.
Trend
How much of an impact do the following have on your decision to buy foods and beverages?
(% Rating 4 to 5 on 5-point scale, from “No impact” to “A great impact”)
88% 87% 87% 87%
85% 86% Taste
84%
79% Price
74% 73% 73% Healthfulness
72%
70% Convenience
66%
64% Sustainability
62% 61% 61%
65% 58%
58%
58%
55% 55% 56%
52% 52% 53%
48%
35%
2006 2007 2008 2009 2010 2011 2012
(n=1,060) (n=1,000) (n=1,000) (n=1,064) (n=1,006) (n=1,000) (n=1,057)
Bolded 2012 figures are significantly different than 2011 percentages.
International Food Information Council Foundation 10
2012 Food & Health Survey

11. SUSTAINABILITY
Two-thirds say they have thought about the
sustainability of their foods and beverages.
Over the past year, how much thought have you given to whether foods and beverages are
produced in a sustainable way?
All (n=1,057)
Not sure
4%
A lot
24%
None
30%
66% have given a lot or
a little thought to the
sustainability of their
foods and beverages.
A little
42%
International Food Information Council Foundation 11
2012 Food & Health Survey

12. SUSTAINABILITY
About four in ten regularly purchase locally-sourced
or recyclable food and beverage products.
Which of the following, if any, do you purposefully do on a regular basis?
All (n=1,057)
Percent Yes
Buy foods and beverages that are advertised as “local” 41%
Buy foods and beverages at farmers markets 39%
Buy foods and beverages in recycled and/or recyclable
packaging 38%
Buy foods and beverages with the word “natural” on the label 35%
Buy foods and beverages packaged using reduced materials
(e.g., less plastic) 35%
Buy foods and beverages that have “organic” on the label 26%
Purchase products made by companies that donate to
charitable causes 22%
Grow your own food 22%
Purchase products from companies that are ranked high in
sustainability rating programs 21%
Purchase products that employ cost/energy-efficient
production/distribution methods 17%
None 22%
International Food Information Council Foundation 12
2012 Food & Health Survey

13. International Food
Information Council
Consumer Perceptions of
A Study of US Consumer
Food Technology
Trends
2012 Survey Findings

14. METHODOLOGY
2012 2010 2008
Population: U.S. adults (18+) U.S. adults (18+) U.S. adults (18+)
Methodology: 100% web 100% web 100% web
Data collection March 7-19 April 5 – 26 July 29 – August 18
period:
Sample Size (error): n= 750 n=750 n=1,000
(+3.58 pp) (+3.6 pp) (+3.1 pp)
Weighting: Data weighted on Data weighted on gender,
gender, age, race, education, marital status, and
age, race, education, region to be nationally representative
marital status,
region, and income
to be nationally
representative
* Research conducted by Cogent Research of Cambridge, Massachusetts
*Use of the term significant throughout the report refers to the statistical significance – meaning we are
95% confident that the change indicated in the sample exists in the total universe.

15. Confidence in the Food Supply
2012 2010 2008
18% 18% 18%
Confident
51% 51% 50%
9% 10% 10%
Not confident
1% 2%
3%
Neutral 19% 20%
21%
Very confident
Somewhat confident
Not very confident
Not at all confident
Q11. How confident are you about the safety of the US food supply? Would you say…?

16. 16
Food Safety Concerns
Percent concerned with each food safety issue (unaided):
2012 2010
Disease/contamination 29% 29%
Handling/preparation 21% 23% * Denotes
Preservatives/Chemicals 13%* 8% statistical
significance
from 2010
Health/nutrition 8% 7%
Agricultural production 7% 6%
Food sources 7% 8%
Packaging/labeling 5% 4%
Biotech 2% 2%
Processed foods 1% 1%
Other 1% 1%
Q12. What, if anything, are you concerned about when it comes to food safety? [OPEN END]

17. 17
Types of Food Avoiding
Biotech foods do not make the list of items
Americans are avoiding.
Sugar/carbs 52%
Sugars 43%
Carbs 29%
Fats/oils/cholesterol 26%
Animal products 22%
Salt/sodium 17% Category n=400
Snack foods/fast foods/soda 17% Subcategory
Artificial/additives 3%
Other 12%
Processed/refined foods 4%
Spices 2%
Biotech 0%
Don't Know/ Refused 3%
Q 8. [IF AVOIDED FOODS] What foods or ingredients have you avoided? [OPEN END]

18. 18
Interest in Adding Information to
Current Food Labels
Most Americans do not wish to see any
additional information on food labels
Yes
No
2012 2010 2008 2007
24% „10 18% 16%
14%
76% 82% 84%
86%
‘12
‘12 ‘12
Q9. Can you think of any information that is not currently included on food labels that you would like
to see on food labels?
Q 10. [IF YES] What types of information would that be? [OPEN END]
*Those who said "Nothing" or "Don’t know" to Q10 were recoded as "No" answers in Q2.

19. 19
More Label Information Desired
Biotechnology is not top of mind when it comes to
additional information consumers want on the label.
(Less than 30% of total sample would like to see additional info on the label)
Nutritional Info 36%
Ingredients 19%
Food Safety Info (ex: allergy info,
18%
expiration dates, side effects)
Source/Processing Info 12%
n=178
Other 9%
Don't Know/Refused 10%
Biotechnology (incl: "GMO",
3%
Engineered/Modified, Genetic)
Q 9 . Can you think of any information that is nor currently included in food labels that you would
like to see on food labels?
Q10. [If yes . . .] What types of information would that be? [OPEN-END]

20. 20
The Majority of Americans
Support the FDA Labeling Policy
2012
Oppose
14%
Neutral
20% Support
66%
Q24. The U.S. Food and Drug Administration (FDA) requires special labeling when a food is produced under certain
conditions: When biotechnology's use substantially changes the food's nutritional content, like vitamins or fat, or
its composition; or when a potential safety issue is identified. Otherwise, special labeling is not required. Would
you say that you strongly support, somewhat support, neither support nor oppose, somewhat oppose or strongly
oppose this FDA policy?

21. 21
Perception of Benefits
of Biotechnology
2012
(Among those who say "yes“)
Benefits of Biotechnology in Next 5
Years:
Nutrition/health benefits 35%
Improved quality/taste/
variety 22%
Price/economic benefits 21%
Improved crops/agricultural Yes
No
production 13% 35%
Safer foods 11% 20%
Reduced pesticides/
chemicals 3%
Other 13% Don't
Don't know 3%
Nothing 2% Know
Missing/ 8% 45%
Refused
Q 17. Do you feel that biotechnology will provide benefits for you or your family within the next five years?
Q 18. What benefits do you expect? [OPEN END]

22. 22
Awareness of Availability of
Biotech Foods
2012 (Among those who said “yes”)
Biotech Foods Believed to Be
Available in the Supermarket:
Vegetables 31%
Fruits 24%
Corn/Corn products 19%
Meats/Eggs/Fish 18%
Yes Cereals/Grains 13%*
Processed Foods 11%*
30% Tomatoes 10%
Don't Know Milk/Dairy 6%
59% Soy 4%
Other 0%*
Missing/Refused 6%
No Nothing 3%
Don’t Know 9%
11%
„10
* Denotes statistical significance
from 2010
Q 15. As far as you know, are there any foods produced through biotechnology in the supermarket now?
Q 16. If yes, which foods would those be? [OPEN END]

23. Trusted Sources For Information on
Biotechnology
Total Ranked Ranked Ranked
Source Ranked 1st 2nd 3rd
1st – 5th
Health organization (e.g., American Medical Association, AHA, etc.) 57% 13% 19% 9%
Health professional (e.g., doctor, , nurse, pharmacist, dietitian, etc) 56% 15% 11% 12%
Government agency (e.g., USDA, FDA, CDC, etc.) 50% 19% 7% 10%
Agriculture organization (e.g., Farm Bureau, Future Farmers of 47% 8% 7% 11%
America, etc.)
Consumer advocacy group 34% 4% 6% 8%
Product manufacturer (e.g., website, advertising, etc) 30% 2% 6% 6%
Food label 29% 4% 5% 4%
Universities or colleges 25% 5% 6% 6%
Website 20% 2% 5% 3%
TV or radio news program 18% 1% 4% 6%
TV or radio ad 13% 4% 2% 2%
Friends/family 18% 3% 4% 4%
Grocery store, drug store, or specialty store 18% 3% 3% 4%
Newspaper or magazine 16% 3% 1% 7%
Cooking show 15% 4% 2% 2%
Blog or social networking site (e.g., Twitter, Facebook, etc) 14% 2% 4% 1%
Church/faith-based group 12% 4% 3% 0%
Public official (e.g., Senator, governor, mayor, etc.) 10% 0% 2% 1%
Talk show 9% 1% 3% 2%
School 9% 1% 1% 0%
Other (specify) (KEEP LAST) 1% 0% 0% 0%

24. http://www.foodinsight.org/biotechvideos.aspx 2000

25. Likelihood to Purchase Biotech Foods
The majority of Americans continue to be likely to purchase
biotech foods for specific benefits. Yet a consistent minority say
they are unlikely to purchase, despite these benefits.
31% 30% 29% 26%
28% 23% 18% 28%
26%
45% 46% 49% 47% 48% 47%
43% 42% 42%
22% 18% 17% 17% 20%
23% 25% 24% 23%
5% 6% 7%
7% 6%
8% 8% 7% 7%
2012 2010 2012 2010 2012 2010 2012 2012 2010
Provide more *Taste better/fresher *Pesticide reduction
Reduce saturated fats Biotech wheat
healthful fats
Not too likely Not at all likely Somewhat likely Very likely
* Split sample, n= 375. All things being equal, how likely would you be to buy a variety of produce, like
corn, lettuce, tomatoes or potatoes, if it had been modified by biotechnology to (Q19A=taste better or
fresher, Q20A=be protected from insect damage and required fewer pesticide applications
Q21-23B= All things being equal, how likely would you be to buy a food product (Q21= made with oils that had been
modified by biotechnology to reduce the saturated fat content in the food, Q23=provide more healthful fats, like
Omega-3, in the food, Q23B=food products made from biotech wheat to use less land, water, and/or pesticides)?

26. 26
Impressions of Farmers Using
Biotechnology to Help Meet Food
Demand
2012
Don't
Know
11%
Not
Favorable Favorable
15% 49%
Neutral
25%
Q23C. What is your overall impression of farmers using biotechnology to grow more crops that would help meet food
demand? Would you say you are…?

27. 2000

28. Consumers’ Definitions of
“Sustainability”
More than half of Americans define sustainability
in terms of longevity.
Long-lasting/Doesn't stop or run
out/shelf life 47%
Stays the same/consistent 16%
Green/no impact on the environment 8%
Missing/Refused 5%
Nothing 4%
Biotechnology 1%
Other 27%
Don't Know 14%
Q41A. What does the word “sustainability” mean to you? (OPEN-END)

29. Willingness to Pay More for
“Sustainable” Products
2012
Yes
Do not know
33%
37%
No
31%
Q41C. Are you willing to pay more for food and beverage products that fit your definition of
sustainability?

30. Importance of Aspects
of Sustainability
2012
Percent that ranked each aspect first or second:
Conserving the natural habitat 16% 19%
Ensuring a sufficient food supply 19% 13%
Reducing the amount of pesticides 16% 14%
Ensuring an affordable food supply 12% 12%
Produce more food with less use of 10% 13%
natural resources
Less food and energy waste 7% 8%
Fewer food miles 9% 7%
Lower carbon footprints 5% 6%
Recyclable packaging 4% 4%
Reduced packaging material 3% 4%
Selected first Selected second
Q42A. Please rank the following aspects of “sustainability” in order of importance to you.

31. Responsibility to Meet Increased
Food Demand
2012
Percent that ranked each aspect first or second:
Farmers/ranchers
25% 26%
Government
30% 13%
Food product manufacturers 12% 25%
Scientists 12% 15%
Consumers 11% 11%
Grocery stores and other food
retailers 6% 6%
Restaurants 3% 4%
Other 1% 0%
Selected first Selected second
Q42B With the population estimated to grow to more than 9 billion people by 2050, there will be significant demand
placed on our agriculture system to produce more food more efficiently. Who do you believe is primarily responsible
for ensuring continued access to a safe, affordable, abundant food supply? Please rank in order of responsibility.

32. Alliance to Feed
the Future:
Nourishing a
Growing Planet

33. Alliance to Feed the Future Meeting the world’s increasing
food needs
responsibly, efficiently and
Nourishing a growing planet. affordably.
Our Vision: A balanced
public dialogue on how
modern
agriculture, technology
innovation, and food
production benefit
society
Our Mission: To raise
awareness and improve
understanding of the
benefits & necessity of
modern food production
and technology in order to
meet global demand

34. Alliance to Feed the Future
Nourishing a growing planet. www.alliancetofeedthefuture.org
What: Umbrella network of
initiatives responding to attacks
on the modern food system.
Why: Connect various
initiatives to be more effective.
Who: Professionals and How: Member website to
societies, universities, access existing
government agencies, information, research, and
industry and commodity resources; regular meetings
groups, communicators, to provide updates and
etc. determine additional needs.

35. Alliance to Feed the Future www.alliancetofeedthefuture.org
Nourishing a growing planet.
105 Members and Growing!
• Agriculture Council of America, Ag Day • CA Institute for Food & Agricultural
• Agriculture Future of America Research at UC Davis
• Agricultural Retailers Association • Calorie Control Council
• American Agri-Women • Can Manufacturers Institute
• American Bakers Association • Canned Food Alliance
• American Commodity Distribution • Center for Food Integrity
Association • Corn Refiners Association
• American Farmers for the Advancement • Council for Agricultural Science & Technology
& Conservation of Technology (AFACT) (CAST)
• American Feed Industry Association • Council for Responsible Nutrition
• American Frozen Food Institute • CropLife America
• American Meat Institute • Crop Science Society of America
• American Peanut Council • Council for Biotechnology Information
• American Seed Trade Association • Egg Nutrition Center
• American Society of Agronomy • Family, Career & Community Leaders of America
• American Society for Nutrition • The Fertilizer Institute
• American Soybean Association • Flavor and Extract Manufacturers Association of
• Animal Agriculture Alliance the United States
• Animal Health Institute • The Food Institute
• Association for Dressings and Sauces • Frozen Potato Product Institute
• Association of Equipment Manufacturers
• Biotechnology Industry Organization

36. Alliance to Feed the the Future
Alliance to Feed Future Meeting the world’s increasing food
www.alliancetofeedthefuture.org
needs responsibly, efficiently and
Nourishing www.alliancetofeedthefuture.org
a growing planet. affordably.
105 Members and Growing!
• Global Midwest Alliance • Midwest Food Processors Association
• Grocery Manufacturers Association • National Agricultural Biotechnology
Council
• GMA Science & Education Foundation
• Milk Industry Foundation
• Healthy Weight Commitment Foundation
• MilkPEP
• Inter-American Institute for Cooperation on
Agriculture (IICA) • National Association of Margarine
Manufacturers
• Institute for Food Safety and Health
• National Association of Plant Breeders
• Institute of Food Technologists
• National Association of Wheat Growers
• Institute of Shortening and Edible Oils
• National Cheese Institute
• International Association of Color Manufacturers
• National Chicken Council
• International Dairy Foods Association
• National Coalition for Food and
• International Food Additives Council
Agricultural Research
• International Food Information Council
• National Confectioners Association
• International Foodservice Distributors Association
• National Council of Agricultural Employers
• International Formula Council
• National FFA Foundation
• International Ice Cream Association
• National Fisheries Institute
• Iowa State University, College of Agriculture • National Frozen Pizza Institute
and Life Sciences
• National Institute for Animal Agriculture
• Irrigation Association
• National Livestock Producers Association
• Juice Products Association
• National Pasta Association
• Kentucky Livestock Coalition
• National Peanut Board
• Kentucky Soybean Association
• Kentucky Soybean Promotion Board

37. Alliance to Feed the the Future
Alliance to Feed Future Meeting the world’s increasing food
www.alliancetofeedthefuture.org
needs responsibly, efficiently and
Nourishing www.alliancetofeedthefuture.org
a growing planet. affordably.
105 Members and Growing!
• National Pecan Shellers Association • STEMconnector
• National Restaurant Association • United Egg Producers
• United Fresh Produce Association
• National Turkey Federation
• University of Florida Institute of Food
• New Mexico State University College of & Agricultural Sciences
Agricultural, Consumer and • University of Georgia, College of
Environmental Sciences Agricultural & Environmental Sciences
• The Ohio State University • University of Illinois, Agricultural
Department of Food Science and Communications
Technology Program
• Pennsylvania State University, • University of Massachusetts, Department of
Dept. of Dairy & Animal Science Food Science
• Pennsylvania State University, • USA Rice Federation
Department of Food Science • U.S. Cattlemen's Association
• Pink Lady America • U.S. Custom Harvesters
• Produce Marketing Association • Vinegar Institute
• Research Chefs Association • Women Involved in Farm Economics (WIFE)
• Robert Mondavi Institute for Wine & • Yellow Tractor Program
Food Science at UC Davis
• Shelf-Stable Food Processors Association
• Snack Food Association
• Soil Science Society of America
• Southern Food & Beverage Museum

38. IFIC Foundation’s
“Understanding Our Food”
Communications Tool Kit
Download and print at:
www.foodinsight.org/understandingourfood.aspx

39. Questions?
schmidt@ific.org
THANK YOU!
39