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Module 1: What do people think about locally grown food? Module 1: What do people think about locally grown food?

Module 1: What do people think about locally grown food? - PowerPoint Presentation

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Uploaded On 2016-11-14

Module 1: What do people think about locally grown food? - PPT Presentation

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

local food consumer perceptions food local perceptions consumer consumers definition group people product billion state research dollar generally locally

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Presentation Transcript

Slide1

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