Icebreaker Pair with someone you do no t know Interview each other Name Where from Reason for attending today One way that they contribute to the local food industry Prepare a 30 second introduction of your partner for the group ID: 488827
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Module 1: What do people think about locally grown food?Slide2
Icebreaker
Pair with someone you do not knowInterview each otherNameWhere fromReason for attending todayOne way that they contribute to the local food industryPrepare a 30 second introduction of your partner for the groupSlide3
Agenda:
ObjectivesBackground on Florida’s billion dollar industry of local food Comparing perceptions of local food Defining local foodIncorporating concepts from research into your own promotional plan SummaryEvaluationSlide4
Objectives
:Identify characteristics of local food that appeal to consumersRecognize consumer flexibility on the definition of local foodExplore the similarities and differences in how you think about local food compared to consumersDesign a promotional plan using your own product line and incorporate messages related to the favorable characteristics of local food as well as a local food definitionSlide5
Florida
’s Billion-Dollar IndustryWithin the state of Florida, local food has become a multi-billion dollar industryRecent figures show the local food industry is valued at $8.3 billion annuallyThat is equal to approximately $1,114 per Florida householdSlide6
Perceptions of Local Food
People are becoming more interested in the origin of foodMany research studies have explored how people feel about local foodUnderstanding consumers’ perceptions of local food are vital for effective communication and marketing of local foodSlide7
Exercise A – What qualities and attributes
does local food have?Small group activity – groups of 2-3 individualsBeginning on the left side, discuss with the group and write your perceptions of local food On the right side, discuss with your group and record what you think are consumer perceptions of local food Select reporter who will briefly share your group’s listsSlide8
Research findings on consumer perceptions of local
foodStudies reveal that consumers perceive local food as:NutritiousSafeNaturalTrustworthyFreshWholesomeSlide9
Studies also
found that consumers believe local food:Tastes betterIs better qualityIs fresherOne study showed that people believe local food:Requires
less transportationSlide10
Another study added these descriptions to the list of consumer perceptions about local
food:Chemical-freeLess expensiveSlide11
Nutritious
NaturalSafeTrustworthyFreshWholesomeTastes betterBetter quality
Fresher
Requires less transportation
Chemical-free
Less expensiveSlide12
Exercise B -Where does it come from? Is it local
?Divide into 4 groupsOn your worksheets record:the product namewhere the group thinks the product is produced and if the group feels that consumers would consider the product localSlide13
The Products
Strawberries PotatoTomato Sweet CornChocolate PeachesBroccoli ShrimpApples Iceberg LettuceGreen Beans Kale
Grapes Sugar
Coffee Peanuts
Tuna Sweet Potatoes
Carrots Cantaloupe Slide14
Definition of locally
grownConsumers tend to identify three broad categories:Food from immediate areaFood from within the stateFood from within the countryThere is no agreed upon definition of local foodSlide15
Generally, most consumers tell you closer is better.
Thus:Food from my county is better than food from my areaFood from my area is better than food from my stateFood from my state is better than food from my regionFood from my region is better than food from my countrySo while most people would not consider food from anywhere in the US to be local, when compared to food grown in other countries, US food would be preferred and might even be called local.Slide16
How to use this knowledge
:Take advantage of these perceptions when marketing your productsWhen communicating with consumers you can reinforce their positive perceptions of local foodThis knowledge may help you make decisions regarding your participation in local food campaignsYour decision on what to plant may be impacted by consumer perceptionsSlide17
Summary
Consumer perception of local food is generally very positiveThe concepts of freshness, safety, and high quality are generally a part of consumer perceptions of local foodConsumers’ ideas of what is locally produced is not a concrete definitionThe definition of local food changes with the seasonSlide18
ANY QUESTIONS?
EVALUATIONS