Growers know sustainability, but they aren’t sure about consumers and buyers
Growers have a pretty good opinion of their own ideas about sustainability but do not feel as confident about the knowledge that consumers and retailers possess.
The Packer’s sustainability survey, conducted by Aimpoint Research and supported by Apeel Sciences and Emerald Packaging, shows that growers believe they best understand sustainability while believing very few if any food retailers and consumers completely understand.
Rated on a scale of 1 to 5 (5 meaning completely understand sustainability), growers believe:
- Completely understand sustainability: Growers, 25%; retailers, 2%; consumers, 0%; and
- Don’t understand sustainability at all: Growers, 3%; retailers, 14%; and consumers, 28%.
Nearly two-thirds of consumers believe sustainability efforts from the food industry are a response to their demands rather than industry-driven while two-thirds of growers believe sustainability efforts are industry-driven.
Consumers believe sustainability is driven by: long-term industry initiative, 37%; consumer demand, 63%;
Growers believe sustainability is driven by: long-term industry initiative, 62%; consumer demand, 38%.
Growers perceive consumers to be the group most likely to demand sustainability.
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