IOWA FARM BUREAU FOOD & FARM INDEX™ SHOWS IOWA GROCERY SHOPPERS ARE MEAT LOVERS Print
News Releases - Agribusiness
Written by Laurie Johns   
Tuesday, 11 February 2014 09:33

WEST DES MOINES, Iowa – February 10, 2014 –As Valentine’s Day approaches, perhaps Iowans who really want to show their love will skip the chocolates and give gifts of meat, instead.  According to the Iowa Farm Bureau Food & Farm Index™, a study conducted online by Harris Poll on behalf of the Iowa Farm Bureau Federation (IFBF), Iowans love their meat; in fact, among 502 Iowa grocery shoppers age 20-60, a large majority consume several types of meat and poultry weekly.   Overall, beef (84%) appears to be the meat most commonly consumed in their households.

The survey shows that 56% of Iowa grocery shoppers’ households eat pork weekly, with 20% of them reporting they put pork on the table two or three times a week.  Beef is even more popular with Iowans; 84% of Iowa grocery shoppers’ households eat beef weekly, with 35% of them reporting they eat beef two or three times per week.  Poultry is also a big hit with these Iowans, with 79% reporting their households eat chicken weekly and 33% reporting they do so two or three times per week.  Turkey is popular even past the Thanksgiving holiday, with 23% reporting their households eat it at least weekly and 6% eating it two or three times per week.

“Despite media coverage of ‘Meatless Mondays,’ Iowans like meat,” says Craig Hill, president of IFBF.  “That makes sense because meat is a great source of protein and other nutrients to energize your body. From the results of the Iowa Farm Bureau Food & Farm Index™, we know that Iowa grocery shoppers trust farmers most when it comes to information on food safety; they can also feel good about the quality of the meat raised in Iowa.” Hill also noted that livestock farmers have responded to consumer demand for leaner protein, by providing more options than ever before.

The survey also showed that for those grocery shoppers who read labels, 50% are looking for meat ‘raised in the U.S.’ and 43% are looking for ‘raised locally’. “We know that consumers care about how their food is grown and raised, and this survey shows that Iowa grocery shoppers trust farmers,” noted Hill.

Family love at the dinner table

The Iowa Farm Bureau Food & Farm Index™ also showed that a majority of Iowa grocery shoppers who live with others eat together at home (99%), with 98% saying they do this on at least a weekly basis. Over half (51%) say they eat together on a daily basis.

Methodology

The Iowa Farm Bureau Food & Farm Index™ surveyed Iowa residents between 20 and 60 years old who have primary or shared responsibility for household grocery shopping; 502 such respondents were interviewed online for this wave of research between November 21 and December 2 of 2013 by Harris Poll on behalf of the Iowa Farm Bureau Federation. It is the first in a semi-annual survey of Iowans to study the factors driving their food purchases. Data from the survey released early in the year show Iowa grocery shoppers are most interested in price and taste when they buy meat, poultry and dairy.

For more information on the Iowa Farm Bureau Food and Farm Index™, please visit www.iowafarmbureau.com.

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