Study targets consumer attitudes about fresh produce

The American public wants fresh produce that is healthy, affordable, sustainable and available to everyone.

That’s the takeaway from a survey commissioned by the W.K. Kellogg Foundation. The survey found overwhelming support for ensuring equal access to produce, as well as endorsement of expanding a program that doubles the value of SNAP benefits (formerly food stamps) at farmers’ markets.

Ninety-three percent of those surveyed said it is important that Americans have equal access to fresh produce.

Three-quarters of those surveyed said they like the idea of a nationwide program that would double SNAP benefits at farmers’ markets. Several states including California, Maryland and New York are helping increase access to fresh fruits and vegetables by low-income consumers with some form of a value-added benefits program. In Michigan, the Double Up Food Bucks program uses funds raised from foundations and corporations to double the value of SNAP benefits used at farmers’ markets.

Seventy percent of respondents said they had shopped at a farmers’ market in the past year, and 68 percent said they are eating more fresh produce now than they did five years ago.

In addition, 88 percent said they would pay $1.50 more for produce each month to ensure fair wages are paid to those picking fruits and vegetables.

“Americans … favor locally grown and produced food, community involvement, sustainability and fairness, which helps to ensure safe, healthy and affordable food for everyone,” Dr. Gail Christopher, a Kellogg Foundation vice president, said in a press release.

The survey was conducted by Lauer Johnson Research interviewing 800 adults in April. To view the full poll and results, click here.