2012 FOOD TRENDS TO WATCH: Increased Emphasis on the "Farm to Fork" Journey
Dec-09-2011

Trend #4: Increased Emphasis on the "Farm to Fork" Journey

Shoppers have become increasingly interested in knowing where their food comes from, which is why 2012 will bring an added emphasis to a different kind of food celebrity - the farmer. Last year we saw sales flourish among grocery retailers who jumped on the movement among consumers to "buy local." In this age of transparency, interest in the farm to fork journey has grown considerably, inspired in part by food safety scares and more importantly a desire to know how the food we are serving our families is being produced. ??This year, we're seeing more farmers get in on the action. A growing number of farmers are leading the conversation by using blogs and social media sites to bring the story of the American farmer to consumers. According to the American Farm Bureau's 2010 Young Farmers and Ranchers Survey, nearly 99% of farmers and ranchers aged 18 to 35 have access to and use the Internet, and nearly three-quarters of those surveyed have a Facebook page. Additionally, 10% use Twitter and 12% post YouTube videos. In fact, 77% of those surveyed view this type of communication as an important part of their jobs as farmers and ranchers. In September of this year, the United States Farmers and Ranchers Alliance (USFRA) launched an annual $11 million program designed to open the dialogue with consumers. Expect to see more advertising and television programs starring these real food experts (versus actors pretending to know their food).

Visit Website

Posted by Ken at 12:00 AM - Link to this entry  |  Share this entry  |  Print