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2004 National Public Opinion Survey

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2004 National Public Opinion Survey

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    4. Survey Method & Key Demographics Survey Conducted Online - Total Respondents: 1,002 37% Male, 63% Female Residence: 26% Urban; 47% Suburban; 23% Rural; 4% Unsure 67% Married/Living w/Partner; 21% Single; 11% divorced/ widowed; 1% prefer not to say 58% No children; 37% 1-2 children; 5% 3 or more children 72% Some college or College Graduate; 16% High School Graduate; 12% Post Graduate 70% - Household Income $25,000 -$99,000 69% Caucasian; 15% African American; 9% Hispanic; 4% Mixed/Other; 2% Asian; 1% Native American

    5. More than nine in ten respondents in the study have some role in the food shopping for the household – three in five are the primary shopper.

    6. About one-quarter of respondents have lived or worked on a farm for a month or longer.

    7. Health care or medical discoveries is the primary interest area followed by food and nutrition.

    8. Teachers and veterinarians are the most favorably viewed groups.

    9. View of farmers is similar across all issues

    10. Advocate Believability Treatment of Farm Animals

    11. Advocate Believability Food Quality and Safety

    12. Nearly two thirds of respondents report eating about the same amount of meat compared to 1 year ago.

    13. Three in ten say they are willing to pay 5% more, only one in ten 20% more.

    14. Willingness to Pay More for “Humanely Raised” Labeled Food

    15. Respondents strongly believe that their choices shouldn’t be dictated to by activists – very few support animals having the same rights as humans.

    16. Change in Attitudes

    17. The activities of animal rights groups have little influence on respondents food choices.

    19. Conclusions & Recommendations Healthcare/new medical discoveries and food & nutrition issues are the issues of most relevance today Communications should demonstrate how Agriculture impacts these issues People in certain professions more than organizations are viewed as credible sources Veterinarians, physicians, dieticians, teachers, farmers and ranchers create relevance and are most believable on issues It is believed that farmers do impact and have a strong role in healthy and cost effective food production Farmers’ social responsibility relevant to caring about their animals and food safety should be reinforced Meat consumption is increasing for some and decreasing for others There are health and dietary advantages of meat

    20. Conclusions & Recommendations (cont’d) Consumer choice in what to eat is considered an important right The freedom of choice allowed by the sound science of farm animal well-being should be continuously communicated There is openness to genetic enhancements Education about the value of genetic enhancements relative to consumer choice, food production and health needs to continue

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