Portland, Oregon (May 15, 1998) - How is a farmer who uses sustainable
agriculture practices supposed to differentiate his product from all the
other products on his neighborhood grocer's shelves? Will consumers support
sustainable agriculture if they can easily find evidence of it on a product
label? The Food Alliance (TFA) announces the release of its new study,
"Eco-Labels: The Key to Consumer Support."
This report is the first known national survey of consumer attitudes toward
eco-labels. Specifically, it asks how consumers respond to the labeling of
environmentally friendly farm products. The results indicate that a
significant number of consumers purchase eco-labeled products because they
wish to make a choice in favor of products that are healthy for heir
families and the earth. In fact, 57% of respondents believe it is extremely
important to label ingredients as grown using sustainable agriculture
techniques. Over 60% ranked fresh fruits and vegetables as the foods most
in need of an eco-label.
In 1994, The Food Alliance commissioned The Hartman Group to conduct
studies on consumer attitudes toward environmentally friendly agricultural
products. The Hartman Reports Phase I and Phase II reveal that 52% of
Americans are interested in buying "green," and 23% seek out "green"
products. According to "Eco-Labels," the third report in this series of
studies, 37% of primary food shoppers in America believe that environmental
groups are the most reliable source of unbiased information about the
environment.
"Our research tells us consumers want to support farmers who practice
sustainable agriculture," said Deborah Kane, executive director of The Food
Alliance. "However, most of us no longer know the men and women who grow
the food we eat, or what methods they use to grow it."
"Eco-Labels" introduces a promising method for connecting farmers and
consumers. An eco-label, backed by certification standards and consumer
education, can provide consumers with the tools necessary to support the
farming practices they wish to encourage. And consumers are more than
willing to support eco-labeled products¾80% of survey respondents would pay
more for an eco-labeled product.
To order copies of "Eco-Labels: The Key to Consumer Support" or "The
Hartman Report," Phase I or II, contact:
The Food Alliance
1829 NE Alberta St., Suite #5,
Portland, OR 97211
(503) 493-1066
tfa@teleport.com
Phase I is free with a $50 membership fee to The Food Alliance or $75 per
copy. Phase II is also $75 for non-members, and the Eco-Label Report is
$35 for non-members. Members can purchase additional Phase I reports or
Phase II reports at $25 each and Eco-Label Reports at $15 each. TFA's
quarterly newsletter, Bumper Crop, is included with the yearly membership
dues.
The Food Alliance is a nonprofit organization consisting of farmers,
consumers, scientists, food processors and distributors, farm workers and
environmentalists working together to ensure that our children and
grandchildren have "Good Food for a Healthy Future." Farmers must meet
strict eligibility requirements before displaying The Food Alliance
eco-label, TFA-Approved. The Food Alliance approves farmers who limit
their use of chemicals, conserve soil and water, and provide safe and fair
working conditions. TFA supports its seal of approval in the marketplace
with marketing and consumer education campaigns. TFA also sponsors on-farm
research so that more and more farmers can become eligible for TFA
approval.
**** Please note our new address. ****
Deborah J. Kane
Executive Director
The Food Alliance
1829 NE Alberta
Suite #5
Portland, OR 97211
(503) 493-1066
tfa@teleport.com
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