(Frankfort, KY) A sample of 2024 Kentucky State Fairgoers expressed their gratitude and trust in Kentucky farmers during a food survey conducted by the Kentucky Agricultural Council (KAC) and the Kentucky Agriculture and Environment in the Classroom (TeachKyAg). It was the processing, however, that food buyers believed should be more transparent.

The consumer survey was a tactic developed as part of the Strategic Roadmap for Kentucky Agriculture: 2025-2030, in which more than 300 agriculture stakeholders participated. The tactics for the roadmap’s nine strategies will be released to the public during the Kentucky Agricultural Summit, November 14-15, 2024, in Louisville.

“We had many great conversations with the public about food,” remarked Jennifer Elwell, executive director of TeachKyAg. “In general, most people believed their food was safe and met their expectations concerning production and quality, but they had concerns about processing after the product left the farm.”

The survey group of more than 400 respondents made food decisions for themselves or their families, were primarily women between the ages of 35 and 75, and 40 percent lived in areas they classified as suburban. However, there was an even distribution among those in the remaining small town, rural, and urban locations.

Internet searches, traditional news outlets, and personal experience were among the leading sources of food information for those surveyed, but more than 19 percent mentioned they asked experts; Cooperative Extension, farmers, and groups at the Kentucky State Fair were among those responses.

Regarding confidence in food safety and quality, more than 70 percent of respondents said they were mostly to extremely confident farmers provided safe, high-quality food. Taste and affordability were the characteristics that dominated food purchase decisions, followed by safe and fair working conditions for farm workers, nutritional content, ingredients, animal welfare and environmental impact, in that order.  

TeachKyAg asked survey participants to provide their thoughts on food processing, which showed to have the largest impact on food purchase decisions. Some people said they believed food processing is necessary and can make food safer and more affordable, while most shared concerns about the negative effects of processing on nutrition and health and prefer fresh or minimally processed foods.  

Finally, respondents were encouraged to provide questions they had about food production. Those included the need for more information about processing, the use of additives, more transparency in food production and processing, and how to better support local farmers and gain access to fresher, minimally-processed foods.

“Overall, the survey revealed a range of views on food production and processing, with some consumers valuing convenience and affordability, while others prioritize freshness, health, and ethical production methods,” said Elwell.  “There is a general desire for more transparency and education about food, and this information will help us develop communications tools for connecting with consumers in a more meaningful way. I was encouraged that many see the value in meeting farming experts at events such as the Kentucky State Fair.”

Full results of the consumer survey will be shared with members of the Kentucky Agricultural Council and at the Kentucky Agriculture Summit in November.